Effects of violent television programmes on advertising effectiveness among young children: Findings from a field experiment of kindergarten samples in South Korea
作者： Eunji Cho , Seung-Chul Yoo
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摘要: The aim of this study was to investigate the effects violent TV programmes on effectiveness advertising aimed at children. Using an experimental method, found that elicit a high level excitation among kindergarten attendees, which substantially enhances their effectiveness. When viewed within programme, children showed better ad recall and more favourable attitudes towards than when in non-violent programme. Higher purchase intention brand preference were also subjects who embedded
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