The Effects of Advertising on Children
Television Advertising to Children
A review of contemporary research on the influence of television advertising directed to children
Prepared for ACMA by Dr Jeffrey E. Brand
May 2007
© Commonwealth of Australia 2007 This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from the Commonwealth. Requests and inquiries concerning reproduction and rights should be addressed to the Manager, Communications/Media, Australian Communications and Media Authority, PO Box 13112 Law Courts, Melbourne Vic 8010. Published by the Australian Communications and Media Authority Canberra Central Office
Purple Building, Benjamin Offices Chan Street, Belconnen PO Box 78, Belconnen ACT 2616 Tel: 02 6219 5555 Fax: 02 6219 5200
Melbourne Central Office
Level 44, Melbourne Central Tower 360 Elizabeth Street, Melbourne PO Box 13112 Law Courts Melbourne Vic 8010 Tel: 03 9963 6800 Fax: 03 9963 6899 TTY: 03 9963 6948
Sydney Central Office
Level 15, Tower 1 Darling Park 201 Sussex Street, Sydney PO Box Q500 Queen Victoria Building NSW 1230 Tel: 02 9334 7700, 1800 226 667 Fax: 02 9334 7799
Australian Communications and Media Authority
ii
Contents
PREFACE......................................................................................................................................... 3 EXECUTIVE SUMMARY.................................................................................................................. 4
Research findings ............................................................................................................................. 5 Cognitive development ................................................................................................................. 5 Advertising repetition ................................................................................................................... 5 Characters
A review of contemporary research on the influence of television advertising directed to children
Prepared for ACMA by Dr Jeffrey E. Brand
May 2007
© Commonwealth of Australia 2007 This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from the Commonwealth. Requests and inquiries concerning reproduction and rights should be addressed to the Manager, Communications/Media, Australian Communications and Media Authority, PO Box 13112 Law Courts, Melbourne Vic 8010. Published by the Australian Communications and Media Authority Canberra Central Office
Purple Building, Benjamin Offices Chan Street, Belconnen PO Box 78, Belconnen ACT 2616 Tel: 02 6219 5555 Fax: 02 6219 5200
Melbourne Central Office
Level 44, Melbourne Central Tower 360 Elizabeth Street, Melbourne PO Box 13112 Law Courts Melbourne Vic 8010 Tel: 03 9963 6800 Fax: 03 9963 6899 TTY: 03 9963 6948
Sydney Central Office
Level 15, Tower 1 Darling Park 201 Sussex Street, Sydney PO Box Q500 Queen Victoria Building NSW 1230 Tel: 02 9334 7700, 1800 226 667 Fax: 02 9334 7799
Australian Communications and Media Authority
ii
Contents
PREFACE......................................................................................................................................... 3 EXECUTIVE SUMMARY.................................................................................................................. 4
Research findings ............................................................................................................................. 5 Cognitive development ................................................................................................................. 5 Advertising repetition ................................................................................................................... 5 Characters