Antecedents of children's comprehension of television advertising
- 1 March 1982
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting
- Vol. 26 (2) , 575-584
- https://doi.org/10.1080/08838158209364026
Abstract
This study compared the importance of role taking and logical operations stage in predicting children's understanding of the purpose of television advertising. Role taking was found to be the more critical variable.Keywords
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