Speech-free measurement of advertising impact on children

Date of publication: June 15, 1980

Abstract:

The aim of the following experiment among children between 6 and 12 years was to measure the impact of advertising on children in a way which avoids any bias of recall by verbal methods of measurement. Since the ability to express oneself in words does not fully develop before the mid teens, a graphical way of recall collection seems much more adequate for impact measurements on children. All drawings were discussed with each child to find out what it meant to express. The set up took place in four groups of 9 to 10 children each in order to have a kindergarten-like situation rather than an examination-situation with the authority of a strange adult.

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