Children's advertising : age at which children discern between TV advertising and programming.

• Main Authors: Chou, Barry Yuen Fai., Foo, Jia Ee., Lau, Tee Meng.
• Other Authors: Marshall, Roger
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/9372
• Institution: Nanyang Technological University

This paper studies the ability of children to discern between television programmes and advertisements in the Singaporean context. Children from age five to eight were asked to watch a short television programme with an advertisement in between. Responses, both non-verbal and verbal, were noted duri...