000089681 001 __ 89681
000089681 005 __20141206133439.0
000089681 024 8_ $9 driver $a oai:ddd.uab.cat:89681
000089681 041 __ $a eng
000089681 100 1_ $a Añaños, Elena $u Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual
000089681 245 1_ $a Juvenile perception of advertising : from audiovisual processing to advertising response
000089681 520 3_ $a In order to turn children into consumers, the audiovisual medium drives their attention by resorting to any number of techniques using colour, sound, images, simple rhymes and brief messages, as well as quick cuts, which are conducive to automatic processing. The aim of this study is to study what elements boys and girls perceive in the advertising of products, and if there are any differences in the elements perceived by each gender. The study was carried out on 22 boys and 16 girls aged 10 to 11 years old. Four audiovisual (TV) commercials for products targeted at a young audience, broadcast in time bands devoted to children's television programmes, were chosen: 1) a commercial for a toy commonly consumed by boys, 2) a commercial for a toy commonly consumed by girls, and 3) and 4) commercials for sports shoes used by both boys and girls. After the commercial was shown, the subjects were asked to answer a questionnaire on the elements perceived. The results show the visual and auditory elements children perceived in each commercial, as well as the differences in audiovisual processing between boys and girls. Thus, while boys visually perceived the product itself (the tangible), girls perceived the action (the intangible), and while boys auditorily perceived the voice off, girls more commonly perceived the sounds of music.
000089681 540 __ $a Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades. $u http://creativecommons.org/licenses/by-nc-nd/3.0/es/
000089681 546 __ $a Anglès
000089681 599 __ $a altres
000089681 653 1_ $a Perception advertising
000089681 653 1_ $a Advertising children
000089681 655 _4 $a info:eu-repo/semantics/conferenceObject
000089681 655 _4 $a info:eu-repo/semantics/publishedVersion
000089681 700 __ $a Estaún i Ferrer, Santiago $u Universitat Autònoma de Barcelona. Departament de Psicologia Bàsica, Evolutiva i de l'Educació
000089681 700 1_ $a Mas Parera, M. Teresa $u Universitat Autònoma de Barcelona. Departament de Psicologia Bàsica, Evolutiva i de l'Educació
000089681 710 1_ $a Universitat Autònoma de Barcelona. $b Grup de Recerca en Psicologia i Comunicació Publicitària
000089681 773 __ $g 2on : 2007 $t Congreso Ibérico de Percepción
000089681 856 42 $3 Resum $p 1 $s 50960 $u http://ddd.uab.cat/pub/posters/2007/89681/juvenileresum_ananos_a2007.pdf
000089681 856 4_ $p 1 $s 537307 $u http://ddd.uab.cat/pub/posters/2007/89681/juvenileposter_ananos_a2007.pdf
000089681 973 __ $f 1 $l 1 $m Juliol $n  $v  $y 2007
000089681 980 __ $a POSTERS $b UAB