Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/933489

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Title
Examining the nature of Australian child-directed magazine advertising
Author/Creator
Baxter, Stacey;  Perkins, Alicia
Institution
The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description
Children are exposed to advertising for a wide range of products and services. While previous researchers have focused on food advertising, this paper aims to provide a more holistic evaluation of child-directed advertising. Specifically, this paper examines the nature and appeals used in Australian child-directed magazine advertising, irrespective of product category. Content analysis of full-page advertisements contained in two popular children’s magazines was undertaken. Results showed that the majority of advertisements contain informational elements and employ fun and fantasy appeals. It was also found that maleoriented advertisements were more active and aggressive than female-oriented advertisements. It is suggested that the results of this research will interest policy makers as well as parents and teachers who often endorse magazine readership.
Relation
Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (ANZMAC 2010). Proceedings of the Australian and New Zealand Marketing Academy Conference 2010: Doing More with Less (Canterbury, New Zealand 29 November - 1 December, 2010)
Relation
http://anzmac2010.org/proceedings/index.html
Date
2010
Publisher
Australian and New Zealand Marketing Academy (ANZMAC)
Keyword(s)
children;  Australia;  magazine;  advertising;  content analysis
Resource Type
conference paper
Identifier
http://hdl.handle.net/1959.13/933489
Identifier
ISBN:9780473178208
Reviewed
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Subject
"Examining the nature of Australian child-directed magazine advertising"
 
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