Children's Knowledge and Interpretation of Commercial Advertising Intentions, Truthfulness and Viewing Habits

Based on theoretical arguments, an empirical study has been conducted with children 8-18 years old to verify hypothesis related to children's understanding of the intention of ads, perception of ads and different types of ads, perception of the credibility of ads, viewing of ads.
  

Children's Knowledge and Interpretation of Commercial Advertising Intentions, Truthfulness and Viewing Habits

Professor Anne Martensen Ph.DandProfessor Flemming Hansen, econ.Dr.Copenhagen Business School, Denmark

Introduction

Children's...

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