Animated Host-Selling Advertisements: Their Impact on Young Children's Recognition, Attitudes, and Behavior

Mariea Grubbs Hoy · Clifford E. Young · John C. Mowen

31 citations0/0 files storedJournal of Public Policy & Marketing

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Marketing and Advertising Strategies Child Development and Digital Technology Media Influence and Health

Abstract

The use of program characters to promote products (host selling) was investigated in an experiment. Two variables were manipulated: 1) whether the commercial character was the same as or different than the program character and, 2) the position of the commercial relative to the program. The results revealed that young children, aged three to seven, could distinguish a host-selling commercial from programming. Additionally, the commercial's location relative to the program affected their ability to recognize the commercial. Finally, the children experienced greater positive attitude change toward the advertised product when they viewed a nonhost-selling as compared to a host-selling commercial.

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References

1952The origins of intelligence in children.1983Advances in Consumer Research 1974Consumer Socialization 1973New models for mass communication research 1971Television and Social Behavior 1974Children and Commercial Persuasion: An Attribution Theory Analysis 1978Some Unintended Consequences of TV Advertising to Children 1975Recognition, Reconstruction, and Recall of Narrative Sequences by Preoperational Children

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