McAdvertising and children: fast food television advertisement strategies and reception by preschoolers

• Main Author: Afshan Asad Junaid
• Other Authors: Chua, Siew Keng
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication; DRNTU::Social sciences::Mass media::Broadcasting::TV
• Online Access: http://hdl.handle.net/10356/1535
• Institution: Nanyang Technological University

This is a study of the relationship between fast food (especially McDonald’s) advertisement strategies on Singapore television and their reception by preschoolers (aged four to six) in relation to the fast food habits of children. The research was conducted with 36 children at two care centers in Si...