Children\u27s General, Product and Brand-Specific Attitudes Towards Television Commercials

Advertising directed towards children is a controversial topic which has stirred significant debate during the past two decades. The controversy is especially ferocious over the role of television commercials in influencing children s cognitive, attitudinal and behavioural tendencies. This article reports the results of a survey of 152 children’s attitudes towards general, product and brand-specific television commercials. After discussing the implications of the findings, the authors suggest some future research directions