A comparison of factual, evaluative, and combined strategies
A comparison of factual, evaluative, and combined strategies
复制标题
DOI：
10.1080/17482790701339233
复制
发表时间：
2007-01-01
影响因子：
3
通讯作者：
Mens, Claartje
中科院分区：
文献类型：
--
作者：
Buijzen, Moniek;Mens, Claartje
越来越多的证据表明，儿童比成年人更没有能力保护自己免受电视广告潜在的不良影响（参见 Kunkel 等人，2004 年的评论）。然而，许多研究表明，通过指导儿童了解广告的目的和性质，可以降低他们对广告的敏感度（参见 Boush，2001 年的评论）。这些研究主要调查了学校教学和媒体素养计划的影响，并在较小程度上调查了家长对广告的解释。两种类型的研究都表明，此类指导可以增加儿童对广告的知识和理解（Bijmolt, Claassen, & Brus, 1998; Buijzen & Valkenburg, 2005; Donohue, Henke, & Meyer, 1983; Feshbach, Feshbach, & Cohen, 1982; Prasad, Rao, & Sheikh, 1978; Roberts, Christenson,吉布森、穆瑟和戈德堡，1980；维曼，1983）。然而，之前的研究主要集中在有关广告的一般说明上，而忽略了成人评论在儿童接触广告期间的作用。这种研究的缺乏是值得注意的，因为这种成人调解已被证明是管理其他电视效应的有效工具，例如媒体引起的攻击性和恐惧（Cantor，Sparks，＆Hoffner，1988；Nathanson，1999，2004；Wilson，1989；Wilson＆Weiss，1991）。此外，以往的研究主要强调儿童从广告指导中学习作为一种依赖措施，而没有调查广告对儿童最终效果的差异。因此，本研究调查了在观看电视广告期间由共同观看的成年人进行的调解是否可以减少广告的影响。我们调查了三种广告效果：儿童对广告产品的喜好、欲望和预期要求。这些都是重要的相关措施，因为（a）它们是广告商的重要预期效果，广告商主要关注的是实现儿童态度和购买或请求行为的改变（Buijzen＆Valkenburg，2003a；Gunter，Oates和Blades，2005；McNeal，1992；Smith＆Atkin，2003），以及（b）广告研究表明，这些预期效果是潜在不良后果的重要先兆，包括物质主义态度、亲子冲突和不健康的饮食习惯（Buijzen & Valkenburg, 2003b; Kunkel et al., 2004）。为了预测成人调解如何减少广告的影响，需要对广告说服过程有更多的了解。儿童对产品的喜好、欲望和预期要求是他们态度系统的一部分（Petty & Cacioppo，1996；Zimbardo & Leippe，2002）。根据广告处理理论，态度系统的不同组成部分可以被视为广告曝光和实际行为之间说服过程中的连续阶段（Brown & Stayman，
A growing body of evidence shows that children are less able than adults to defend themselves against the potentially undesirable effects of television advertising (see Kunkel et al., 2004, for a review). However, a number of studies have demonstrated that children’s susceptibility to advertising can be decreased by instructing them about the purpose and nature of advertising (see Boush, 2001, for a review). These studies have primarily investigated the influence of school-based instruction and media literacy programs and, to a lesser extent, parental explanations about advertising. Both types of research have shown that such instructions can increase children’s knowledge and understanding of advertising (Bijmolt, Claassen, & Brus, 1998; Buijzen & Valkenburg, 2005; Donohue, Henke, & Meyer, 1983; Feshbach, Feshbach, & Cohen, 1982; Prasad, Rao, & Sheikh, 1978; Roberts, Christenson, Gibson, Mooser, & Goldberg, 1980; Wiman, 1983). However, previous research has primarily focused on general instructions about advertising, and has disregarded the role of adult commentary during children’s exposure to commercials. This lack of research is remarkable, because such adult mediation has been shown to be an effective tool in the management of other television effects, such as media-induced aggression and fears (Cantor, Sparks, & Hoffner, 1988; Nathanson, 1999, 2004; Wilson, 1989; Wilson & Weiss, 1991). In addition, previous studies have primarily emphasized children’s learning from advertising instructions as a dependent measure, and have not investigated differences in the ultimate effects of advertising on children. Therefore, the present study investigates whether mediation administered by a coviewing adult during exposure to television advertising can reduce the effects of the advertisements.We investigate three advertising effects: children’s liking, desires, and intended requests for advertised products. These are important dependent measures, because (a) they are important intended effects of advertisers, whose main concern is to achieve changes in children’s attitudes and purchase or request behavior (Buijzen & Valkenburg, 2003a; Gunter, Oates, & Blades, 2005; McNeal, 1992; Smith & Atkin, 2003), and (b) advertising research has shown that these intended effects are important precursors of potentially undesirable consequences, including materialistic attitudes, parent–child conflict, and unhealthy eating habits (Buijzen & Valkenburg, 2003b; Kunkel et al., 2004). In order to predict how adult mediation can reduce the effects of advertising, more insight is needed in the processes of advertising persuasion. Children’s liking, desires, and intended requests for products are part of their attitude systems (Petty & Cacioppo, 1996; Zimbardo & Leippe, 2002). According to advertising processing theories, the different components of attitude systems can be considered as consecutive stages in the persuasion process between advertising exposure and actual behavior (Brown & Stayman,