中国儿童喜欢和相信电视广告吗?  

Do Chinese Children like and believe in Television Commercial?

作　　者：陈家华[1] 麦箴时[2] 陈芳怡[1] 

机构地区：[1]香港浸会大学传播系 [2]北京大学光华管理学院

出　　处：《新闻与传播研究》2002年第4期24-35,共12页Journalism & Communication

摘　　要：本研究的目的是探讨在中国大陆三个广告发展水平不同的城市中 ,儿童对电视广告的信任与喜好程度。This study explores the degree of the Chinese children's likes and believes in television commercials in three cities in the mainland. The authors investigated 1758 children from December 2001 to March 2002 and the results show that although there were differences in the ages and locations, most of these children decided that what the information the television advertisements provided was half true. The results also indicate that the gender and the television-receiving rate did not directly affect the children, and the more they trust the television advertisement, the more they would enjoy them.

关 键 词：信任程度 喜好程度 中国大陆 儿童 电视广告 

分 类 号：G222[文化科学]