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Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan.

机译:城市儿童广告信息处理:参考巴基斯坦的电视广告。

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摘要

The current study extends the knowledge of cognitive processing of advertising messages by urban children in Pakistan. Data were collected from 230 children in age bracket 7 - 12 years, drawn by using the cluster sampling approach. Structured questionnaire using three point rating scale was used. Data analysis showed that children’s capability to understand, decode and process advertising messages is directed not only by their own cognitive capabilities at different age levels but also through societal and personal backgrounds. Some communal and social customs related to tolerability and aptness of human behavior also manipulate the processing of advertising messages by children of either sex. Some other factors including the model liking, role played, story, and jingle will not only influence liking or disliking of some specific advertisements and therefore its decoding. At this age group, it was not appropriate to use advanced psychometric techniques for study, so, a simple three a point scale was used for data collection. Further research may explore other insights by using development in measuring tools and techniques. How advertising messages are decoded by children and which are important sources of persuading and influencing is a topic not explored much in Pakistan. Therefore, the study would add some insights for good understanding the children’s capabilities to process and ultimately scheming valuable communication approaches.
机译:当前的研究扩展了巴基斯坦城市儿童对广告信息的认知处理知识。使用整群抽样方法,从230位7-12岁年龄段的儿童中收集了数据。使用三点评分量表的结构化问卷。数据分析表明,儿童理解,解码和处理广告消息的能力不仅取决于他们在不同年龄水平的认知能力,而且还取决于社会和个人背景。与人类行为的容忍度和适应性有关的一些公共和社会习俗还操纵了男女儿童对广告信息的处理。包括模型喜好,角色扮演,故事和叮当声在内的其他一些因素不仅会影响某些特定广告的喜好或反感,并因此影响其解码。在这个年龄段,不宜使用先进的心理测量技术进行研究,因此,使用简单的三分制量表进行数据收集。进一步的研究可能会通过在测量工具和技术中进行开发来探索其他见解。儿童如何解码广告信息以及说服和影响广告的重要来源是巴基斯坦尚未探讨的话题。因此,这项研究将增加一些见识,以便更好地了解孩子们处理和最终设计有价值的交流方法的能力。

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  • 作者

    Zain Ul Abideen; Farooq Waqas;

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  • 年度 2009
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  • 原文格式 PDF
  • 正文语种 {"code":"en","name":"English","id":9}
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