Añaños, E., Mas, T., Estaún, S., Lang, K., Fígols, N., Tajadura, M., Mariné, S., Duarte, M., Espejo, D. & Bolívar, S.
contact: elena.ananos@uab.es
Research Group
onPsychology, Communication
& Advertising
References
Gunter, et al. (2005). Advertising to Children on TV: content, impact and regulation. London: Lawrence Erlbaum Associates.
Haque, et al. (2004). Gaining a competitive Adangate from Advertising (Study on Children’s Understanding of TV Advertising).
Journal of American Academy of Business, 4, ½, 302.
Conclusions
The results show the visual and audit ory elements children perceived in each commercial, as well as the differences
in audiovisual processing between bo ys and girls.
Getting more information about the recollection and perception of juvenile advertising is crucial to comparing the results in order to analyze the possible influence of other social and individu al variables.
Test group
The study was carried out on 38 6th grade students visiting a public elementary school in Barcelona: 22 boys and 16 girls between 10 and 11 years old.
Introduction
In order to turn children into consumers, the audiovisual media attract their attention by resorting to any kind of techniques using colour, sound, images, simple rhymes and brief messages, as well as quick cuts which are conducive to automatic processing.
Objectives
The aim of this study is to find out which elements do boys and girls perceive in advertising, and if there are any differences in the perception of each gender. The study was carried out on 22 boys and 16 girls between 10 and 11 years old.
Results
0 5 10 15 20 25 30 35 40 45 50 55 60
todo nada producto lucha música ns/nc otros
chico chica TOTAL
everything nothing product fight music don’t know other
What did you see?
What did you hear?
Cutline
(in %)BOYS GIRLS TOTAL
Profil
Clase social
4
25
8
0 5 10 15 20 25 30
alt mig baix
alt mig baix
upper c. middle c. lower c.
Social class
Expediente académico
13 14
10
0 2 4 6 8 10 12 14 16
alt mig baix
alt mig baix
Education level
high medium low
Do you watch TV?¿Miras la televisión?
1; 3%
23; 64%
12; 33%
no poc bastant
a lot a little bit no, I don’t
¿Te gustan los anuncios?
48%
44%
8%
no si altre
Do you like TV commercials?
yes no I don’t know
¿Qué te gusta más de la televisión?
8
29
0 5 10 15 20 25 30 35
anuncis programes
anuncis programes
Advertising TV Shows
What do you like about TV?
Methodology
4 TV commercials for products targeted at a young audience, broadcast in time bands devoted to children’s television programmes, were chosen:
1) a commercial for a toy commonly consumed by boys: ACTION MAN (Hasbro).
2) a commercial for a toy commonly consumed by girls: BARBIE.
3) and 4) commercials for sports shoes used by both boys and girls: ADIDAS and NIKE.
Before the commercial was shown, the subjects were asked to answer some questionnaire about their TV consumption, their attitude towards TV and advertising and, last but not least, about their awareness of advertising.
After the commercial was shown, the subjects were asked to answer a questionnaire on the elements remembered and perceived.
0 5 10 15 20 25 30 35 40 45
todo nada música lucha voz (de
hombre) ns/nc otros
chico chica TOTAL
everything nothing music fight male voice don’t know other
05 1015 2025 3035 4045 5055 6065 7075 8085 90
todo nada partido música madre ns/nc
chico chica TOTAL
everything nothing game music mother don’t know
0 105 15 2025 30 35 4045 50 5560 65 7075
todo nada sonidos fútbol
* música madre Jose ns/nc
chico chica TOTAL
everything nothing soccer music mother boy don’t know
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75
producto* accesorios* música niñas ns/nc otros
chico chica TOTAL
product accessories music girls don’t know other
0 5 10 15 20 25 30 35 40 45 50 55
música slogan voces niñas ns/nc otros
chico chica TOTAL
music claim girl voices don’t know other
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70
bailarina voz chica música público ns/nc otros
chico chica TOTAL
dancer girl’s voice music crowd don’t know other
0 5 10 15 20 25 30 35 40 45 50 55 60
voz chica música público ns/nc otros
chico chica TOTAL
girl’s voice music crowd don’t know other
Thus, while boys visually perceiv ed the product itself (the tangible), girls perceived the action
(the intangible), and while boys auditorily perc eived the speaker’s voice , girls more commonly
perceived the sound of music .
Juvenile perception
from audiovisual processing to advertising response
of advertising:
poster.indd 1 05/06/2007 17:15:45
