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Related Experiment Videos

Children's perceptions of advertisements for cigarettes.

P P Aitken, D S Leathar, F J O'Hagan

    Social Science & Medicine (1982)
    |January 1, 1985
    PubMed
    Summary

    Children aged 6-16 recognize cigarette brand imagery in ads, with older children perceiving more complex symbolism. This suggests advertising targeting older teens influences younger ones by presenting attractive qualities.

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    Area of Science:

    • Social Psychology
    • Marketing and Advertising
    • Child Development

    Background:

    • Cigarette advertising employs sophisticated brand imagery and symbolism.
    • Understanding children's perception of these advertisements is crucial for public health.
    • Developmental differences in interpreting advertising cues are well-documented.

    Purpose of the Study:

    • To investigate how children of different age groups perceive cigarette brand imagery and symbolism in advertisements.
    • To identify developmental trends in the interpretation of advertising content among children.
    • To assess the potential impact of advertising strategies on adolescent smoking perceptions.

    Main Methods:

    • Qualitative discussion groups with children aged 6 to 16 years.
    • Presentation of various advertisements, including those for cigarettes and non-tobacco products with embedded brand imagery.
    • Analysis of children's verbal responses regarding brand recognition and symbolic interpretation.

    Main Results:

    • Clear patterns in cigarette brand imagery recognition were observed across age groups.
    • Younger children (primary school) focused on explicit visual elements, while older children (secondary school) perceived more complex, abstract symbolism.
    • A significant percentage of secondary school children recognized cigarette advertising even in non-tobacco-related ads, indicating sophisticated interpretation.

    Conclusions:

    • Children's perception of cigarette advertisements evolves with age, moving from literal to symbolic interpretation.
    • Older adolescents interpret cigarette advertising similarly to young adults, suggesting susceptibility to adult-targeted campaigns.
    • Advertising campaigns utilizing complex symbolism may inadvertently appeal to younger teenagers by associating brands with desirable traits.

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