A STUDY OF ATTITUDES TOWARD TV ADVERTISING AIMED AT CHILDREN

(MOTHERS OF PRIMARY SCHOOL CHILDREN YS. MANUFACTURERS OF CHILDREN'S PRODUCTS)

Kim, Jae Hun(Dept. of Business Adm. The Graduate School of Yonsei University)

The purpose of this study is to examine the attitudes of mothers and corporations toward TV advertising aimed at children and to provide evidence toward protecting children against the influences of TV advertising and also aid manufacturers of children's products in formulating advertising strategy.

The objectives of this study are to assess the following.

1) Hothers' attitudes toward TV advertising aimed at children.

2) manufacturers'( of children's product ) attitudes toward TV advertising aimed at children.

3) Differences in attitudes between mothers and manufacturers toward TV advertising aimed at children.

4) Differences in mothers' attitudes toward TV advertising aimed at children based on demographic characteristics.

5) Differences in manufacturers' attitudes toward TV advertising aimed at children based on the type of product produced, size of the sales, and level of advertising expenditure toward children.

For this purpose, a primary investigation was made into the controversies surrounding 1V advertising aimed at children, previous research on the effect of advertising on children, the various regulations restricting TV advertising aimed at children. For the

empirical study, questionnaires were distributed among mothers and manufacturers, and 269 responses were chosen (21l mothers, 52 manufacturers) and analyzed. Statistical methods used were T-test and Analysis of Variance to assess difference in group means.

The study shows the following results.

First, mothers have greater negative attitudes toward TV advertising aimed at children than do the manufacturers.

Second, mothers in the younger ages, those with one child, those with higher income, and those with higher educational level have greater negative attitudes toward TV advertising aimed at children.

Third, manufacturers with greater sales and those with larger advertising expenditure toward children have a more favorable attitude toward advertising.