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Publication Title Opinion of the AEF Academic Advisory Board on the AEF study 'Parental Perceptions of Influences in their Children's Lives'

Author First Name

Author Last Name Advertising Education Forum (AEF) Academic Advisory Board

Origin/Publisher Advertising Education Forum (AEF) Academic Advisory Board

Country Specific EU

Issue Parental perception of children's advertising

Source of Publication Position Papers-AEF

Abstract or Full Text Full

Link to Web Site Click Here

File Reference

Document Language English

Industry Sector

Date Published Year: 2000 Month: 7 Day: 20

Editorial Summary of the AEF study and comments of the AEF Academic Advisory Board on there study. The Academic Advisory Board concludes that the study is well-resourced and asks important questions. As a result, this study presents an accurate picture of the relative weak perceived influence of TV advertising on children in Europe. The survey is useful as it confirms what one would predict from other academic studies on the issue. The result of the data obtained in a telephone omnibus clearly show, even when in a country-specific form, that the majority of parents do not think that advertising has a particularly high influence on children; on the other hand there is a proportion on parents, albeit small, whose concern s should not be ignored.
Although we are critical of the methodology, the results provide a useful indicator of the role of advertising as a perceived source of influence on child development by parents relative to other major agents of socialisation such as peers, school, and family. The range of countries sampled provide a valuable measure of public opinion in a variety of European countries.

Abstract

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Publication Title	Opinion of the AEF Academic Advisory Board on the AEF study 'Parental Perceptions of Influences in their Children's Lives'
Author First Name
Author Last Name	Advertising Education Forum (AEF) Academic Advisory Board
Origin/Publisher	Advertising Education Forum (AEF) Academic Advisory Board
Country Specific	EU
Issue	Parental perception of children's advertising
Source of Publication	Position Papers-AEF

Abstract or Full Text	Full
Link to Web Site	Click Here
File Reference
Document Language	English
Industry Sector
Date Published	Year: 2000 Month: 7 Day: 20
Editorial	Summary of the AEF study and comments of the AEF Academic Advisory Board on there study. The Academic Advisory Board concludes that the study is well-resourced and asks important questions. As a result, this study presents an accurate picture of the relative weak perceived influence of TV advertising on children in Europe. The survey is useful as it confirms what one would predict from other academic studies on the issue. The result of the data obtained in a telephone omnibus clearly show, even when in a country-specific form, that the majority of parents do not think that advertising has a particularly high influence on children; on the other hand there is a proportion on parents, albeit small, whose concern s should not be ignored. Although we are critical of the methodology, the results provide a useful indicator of the role of advertising as a perceived source of influence on child development by parents relative to other major agents of socialisation such as peers, school, and family. The range of countries sampled provide a valuable measure of public opinion in a variety of European countries.
Abstract