Kleuters se persepsie van televisieadvertensies

Abstract

An empirical study was conducted to examine pre-primary children's perception of television commercials. When video stimulus material, containing both ads and programmes were showed, most of the children could only remember that they had seen a television programme. Most of the children could not define a television commercial and the results showed that most of the children did not know what the objectives of television commercials are. Pre-primary children believe that television commercials constitute reality. Television commercials prompted child-ren to ask for specific products. The survey also included the televisionviewing patterns of pre-primary