Abstract:

The present qualitative study of the poster medium was commissioned by British Posters Ltd. for three main reasons; 1) British Posters Ltd. had been featuring increasing numbers of products which were directly or indirectly aimed at children; 2) The Poster Audience Model did not include children so the company had no data relating to this market; 3) British Posters Ltd. were seeking expansion opportunities. The Children Research Unit has conducted numerous ad hoc studies of individual poster campaigns, but it has not been possible, until the advent of the present study, to make critical findings about the poster medium publicly available. The aims of the study were as follows: 1) To investigate the overall reactions of children to the poster medium; 2) To further understanding of poster advertising effectiveness by providing guidelines for future poster advertisers to the children market.