oa Communicare : Journal for Communication Sciences in Southern Africa - Kleuters se persepsie van televisieadvertensies: én opname-ondersoek

Volume 10, Issue 1
  • ISSN : 0259-0069



An empirical study was conducted to examine pre-primary children�s perception of television commercials. When video stimulus material, containing both ads and programmes were showed, most of the children could only remember that they had seen a television programme. Most of the children could not define television commercial and the results showed that most of the children did not know what the objectives of television commercials are. Pre-primary children believe that television commercials constitute reality. Television commercials prompted children to ask for specific products. The survey also included the television viewing patterns of pre-primary children.

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