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ROLE OF COGNITION AND DEMOGRAPHY IN THE RESPONSE OF CHILDREN TO ADVERTISEMENTS: A STUDY OF PUPILS OF

Authors: AJILORE Kolade

Publication Type: Journal article

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Abstract

An increasing number of advertisements appearing on orthodox media seem to consider children as their bullâ€™s eye. Even though this group lacks purchasing power, the growing popularity of this strategy is anchored on the perceived influence of children on the purchase decision of their parents. In spite of the voiced illegitimacy of this approach due to its manipulative tendencies, a sizeable number of adverts on Nigerian media, going by the demography of the children seem designed for this class. This study examined how childrenâ€™s cognitive capacity and demographic profile influence their processing of advertisements. Anchored on the inoculation media theory, the descriptive survey research approach and purposive sampling technique were used; copies of the questionnaire were administered to pupils of two privately owned primary schools and two publicly owned primary schools in Lagos and Ogun states. The sample size for this study was three hundred and fifty one. The study found that childrenâ€™s gender did not significantly affect their understanding of foods advertised on television, however, their age and class did. Older children are able to decipher the sales intention of an advertisement. This study concluded that children have a fair understanding of television adverts and they know there is a difference between adverts and television programmes; they also can tell sales intent of any advertisements. This study recommends that advertisers should take childrenâ€™s level of development into cognizance in order to ensure that the advertisements aimed at children are simple enough for them to understand. Keywords: Television Food Advertisements, Cognitive Ability and Cognitive Defense.

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AJILORE,K. . (0000). ROLE OF COGNITION AND DEMOGRAPHY IN THE RESPONSE OF CHILDREN TO ADVERTISEMENTS: A STUDY OF PUPILS OF, 0 (), 0-0.

AJILORE,K. . "ROLE OF COGNITION AND DEMOGRAPHY IN THE RESPONSE OF CHILDREN TO ADVERTISEMENTS: A STUDY OF PUPILS OF" 0, no (), (0000): 0-0.

AJILORE,K. and . (0000). ROLE OF COGNITION AND DEMOGRAPHY IN THE RESPONSE OF CHILDREN TO ADVERTISEMENTS: A STUDY OF PUPILS OF, 0 (), pp0-0.

AJILOREK, . ROLE OF COGNITION AND DEMOGRAPHY IN THE RESPONSE OF CHILDREN TO ADVERTISEMENTS: A STUDY OF PUPILS OF. 0000, 0 ():0-0.

AJILORE,Kolade , . "ROLE OF COGNITION AND DEMOGRAPHY IN THE RESPONSE OF CHILDREN TO ADVERTISEMENTS: A STUDY OF PUPILS OF", 0 . (0000) : 0-0.

A.Kolade , "ROLE OF COGNITION AND DEMOGRAPHY IN THE RESPONSE OF CHILDREN TO ADVERTISEMENTS: A STUDY OF PUPILS OF" vol.0, no., pp. 0-0, 0000.

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