Age influence on information processing of TV advertisement messages by the elementary students

Abstract

Purpose- This study examines information processing of TV advertisement messages by the Elementary students in Isfahan. The goal of this study was to investigate the influence of age on children's perception about TV advertisements. Design/ methodology/approach- Sample was drawn from 385 students in 40 schools in Isfahan. The students were between 7 to 11 years-of-age. Data were analyzed by SPSS 16. Finding- the results show that child's perception about advertisement intent has been affected by its age only in three dimensions of, "to earn money", "To be bought by child" and "to entertain". Moreover the results indicate that effect child's age on TV advertisement likeability is significant, when beautiful persons and beautiful products are presented. But child's age has no significant influence on its perception about TV advertisement truthfulness. Originality/ value- This paper provides information about child's perception about Iranian's TV advertisement messages. Moreover, it contributes towards better understanding of children's perceptual difference in different ages. Paper type- Research paper. © EuroJournals, Inc. 2010.