The effects of commercials for adult products on children

Article Abstract:

The effect of exposure to television commercials for adult products on children is examined, with an experiment conducted in which the effects of exposure to lipstick and diet drinks were measured. It was initially believed that the effects for lipstick would be greater than for diet drinks because the sample of nine- and ten-year-old girls used in the study perceived themselves as using the product in the future, but this was not evident from the results. Lipstick television commercials are shown to be a potential influence on children's perception of the products and brands associated with being an adult, which in turn are seen as the products and brands they should use in the future. It is suggested by the results that even if the children are not yet consumers of the products, the advertisements for the products can influence their perception of the adult world.

Social aspects, Portrayals, Advertising, Advertising and children, Children as consumers, Child consumers, Television advertising and children, Television and youth

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Happy and sad TV programs: how they affect reactions to commercials

Article Abstract:

Relative to a sad TV program, a happy program induced: (1) a happier mood as viewers watched both program and commercials, (2) greater perceived commercial effectiveness, (3) more affectively positive cognitive responses, and (4) to some extent, better recall. A main effect for commercial type was also noted, with emotional commercials leading to generally more positive reactions than informational commercials. A significant program-by-commercial interaction was obtained for the viewer's mood during the commercial, with the program effect greater for those viewing emotional commercials than for those viewing informational commercials. (Reprinted by permission of the publisher.)

Psychological aspects, Consumers

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The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness

Article Abstract:

A factorial experiment was developed in which the reputation of the advertising firm and the extremity of the advertising claim were manipulated. Two levels of advertiser reputation, focusing on the expertise and trustworthiness of the sponsoring firm, were developed. Claim extremity was structured on a rank-order scale with product claims as first, third, fifth, or twentieth best among 100 competing brands. Product evaluation was significantly influenced by both independent variables and by the interaction between the two. Measures of ad credibility helped provide an explanation for the findings. (Reprinted by permission of the publisher.)

Consumer behavior, Advertising campaigns

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