Impact of Advertising on Tweens Essay Example | Topics and Well Written Essays - 1250 words

Impact of Advertising on Tweens - Essay ExampleOn the other hand, authors such as Young(90), Roedder (1981) argue that children be nave & need protecting from exploitation. They are criticized by Gunther & Furnham (1998), Mc Neal (1999).The opponents of advertising claim that ads make children materialistic, it stifles creativity fosters conflict between parents and their children, develops cynical attitudes. Greenberg & Brand,1993 Liebert (1986), Pollay (1986), Churchill & Moschis (1979), Moschis & Chuchill (1979), Moschis & Moore(1982), Ward & Wackman (1971) Goldberg & Gorn (1978)Initial bibliography shoot the breeze Appendix AResearch QUESTIONSBased on the polarities found in the literature review, this research will try to present a balanced and intercommunicate view of the issue by answering the following research questionsDoes marketing/advertising impacts buying behavior and brand awareness on tweens does it contri moreovere to Pester-PowerIs consumerism and philistinism r educed by restricting or removing direct exposure to advertising or marketing influences What is the exercise of peer pressure - edges, persuaders, followers etc.What is the role of parents as consumer socialization agentsAt what age do children understand persuasive and /or commercial intentHow do children decode and process the sensory info delivered via the advertising medium and whether empiric models can be used to evaluate this decodingWhat kind of challenges (re advertising) does the multi channel/multi media environment present to childrenResearch DesignThe system of research chosen for this dissertation is quantitative. Since the focus will be primarily on the impact of TV advertising, quantitative techniques will be most useful. A questionnaire can help to measure...Greenberg & Brand,1993 Liebert (1986), Pollay (1986), Churchill & Moschis (1979), Moschis & Chuchill (1979), Moschis & Moore(1982), Ward & Wackman (1971) Goldberg & Gorn (1978)Since the focus will be primari ly on the impact of TV advertising, quantitative techniques will be most useful. A questionnaire can help to measure variables such as media exposure, peer relationships and other socioeconomic factors central to the dissertation.The questionnaire should be administered to children in year 4-8 in a diverseness of schools (state, private, boarding & day) in rural, urban and suburban areas in the South of England. The childrens ages ranging from 8-13 years. Children of this age were chosen, not only because within this age range they are deemed to be Tweens, but also this age group corresponds with Piagets concrete operational stage of development and they would also be deemed cued processors (Roedder 1981).Research on how advertising may or may not influence children to buy or ask for certain goods and products i.e. Pester Power has been carried out using various methods.