Document Type



Churchlands College of Advanced Education

Place of Publication

Churchlands, Western Australia


Churchlands College of Advanced Education. (1978). A survey on children's ability to distinguish television commercials from programme material. Churchlands, Australia: Churchlands College of Advanced Education.


It is clear from the available evidence that television advertising does have an influence on children.Numerous research studies have demonstrated that children seem to learn from commercials, and that advertising is at least moderately successful in creating positive attitudes towards and the desire for products advertised. A strong determinant of children's perception of television advertising is the child's age. Research studies clearly establish that children become more skilled in evaluating television advertising as they grow older, and that to treat all children from 2 - 12 as one group makes important, perhaps crucial differences...