Since Sweden is a country that has regulations against airing TV commercials to children, we thought it would be an interesting area to investigate further. The purpose of this study is to provide a better understanding of how television advertising affects young children. To reach this purpose, research questions focused on how children’s perspective on TV advertising in Sweden be described, as well as how the different types of TV advertisements to children can be perceived. Based on these research questions, a literature review was conducted that resulted in a conceptual framework that provided what empirical data should be collected. In order to collect the data, a qualitative, case study approach was used. A focus group interview with 3rd grade elementary school children at Ekberga school in Västerås, Sweden then took place. The findings of this study reveal that children are affected by TV advertisements and the more they watch the more they are affected. They are also highly influenced by peers. Furthermore, their behavior towards parents and pester power are also affected by their viewing of TV advertisements. The most memorable commercial advertisement for the children appeared to be the ones using humor and celebrities. Furthermore children’s ability to distinguish between reality and fiction is possible for this age group.
Author: Ersson, Maria; Köbin, Ulrika
Source: Luleå University of Technology
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