Babcock University Research Portal

Role of Cognition and Demography in The Response of Children to Television advertisements: A Study of Pupils of Four Nigerian Primary Schools

Authors: Ogunwemimo Oluwafisayo , & AJILORE Kolade

Publication Type: Journal article

Journal: Springboard Journal

ISSN Number:

Downloads

Views

Abstract

An increasing number of advertisements appearing on orthodox media seem to consider children as their bull’s eye. Even though this group lacks purchasing power, the growing popularity of this strategy is anchored on the percieved 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 children’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 children’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 advertisement. This study recommends that advertisers should take children’s level of development in to cognizance in order ensure that the advertisements aimed at children are simple enough for them to understand.

Access to Documents

External Link
Download
Digital Object Identifier

Keywords

Ogunwemimo,O. AJILORE,K. . (2014). Role of Cognition and Demography in The Response of Children to Television advertisements: A Study of Pupils of Four Nigerian Primary Schools, 6 (), 23-23.

Ogunwemimo,O. AJILORE,K. . "Role of Cognition and Demography in The Response of Children to Television advertisements: A Study of Pupils of Four Nigerian Primary Schools" 6, no (), (2014): 23-23.

Ogunwemimo,O. and AJILORE,K. and . (2014). Role of Cognition and Demography in The Response of Children to Television advertisements: A Study of Pupils of Four Nigerian Primary Schools, 6 (), pp23-23.

OgunwemimoO, AJILOREK, . Role of Cognition and Demography in The Response of Children to Television advertisements: A Study of Pupils of Four Nigerian Primary Schools. 2014, 6 ():23-23.

Ogunwemimo,Oluwafisayo , and AJILORE,Kolade . "Role of Cognition and Demography in The Response of Children to Television advertisements: A Study of Pupils of Four Nigerian Primary Schools", 6 . (2014) : 23-23.

O.Oluwafisayo & A.Kolade , "Role of Cognition and Demography in The Response of Children to Television advertisements: A Study of Pupils of Four Nigerian Primary Schools" vol.6, no., pp. 23-23, 2014.

Access to Documents

Keywords

About Us

Admissions

Contact Us

Policies

ALUMNI

STUDENT POPULATION