To cite this record: http://ddd.uab.cat/record/89681
Juvenile perception of advertising : from audiovisual processing to advertising response
Añaños, Elena (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)
Estaún i Ferrer, Santiago (Universitat Autònoma de Barcelona. Departament de Psicologia Bàsica, Evolutiva i de l'Educació)
Mas Parera, M. Teresa (Universitat Autònoma de Barcelona. Departament de Psicologia Bàsica, Evolutiva i de l'Educació)
Universitat Autònoma de Barcelona Grup de Recerca en Psicologia i Comunicació Publicitària

Date: 2007
Abstract: 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.
Rights: 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. Creative Commons
Language: Anglès
Document: conferenceObject ; altres ; publishedVersion
Subject: Perception advertising ; Advertising children
Published in: Congreso Ibérico de Percepción, 2on : 2007



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 Record created 2012-05-09, last modified 2014-06-10



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