Purpose- The main purpose of this study is to investigate the social class influence on child’s perception of TV advertisement messages among the elementary students of Isfahan city.
Design/ methodology/approach- A survey of 385 elementary students of ages 7 to 11 was conducted in Esfahan City using a structured questionnaire.
Finding- The results showed that children’s perception about TV ads intents (“to entertain”, “make parents buy the product” and “to inform”) are influenced by family social class. Also, there was a significant positive relationship between children’s social class and their perception about why some TV ads are attractive. These factors were “using celebrity endorser”, “using lyric”, “because it is interesting for child’s family” and “because his/her friends said so”. But child’s perception about truthfulness of TV advertisements wasn’t influenced by family social class.
Originality/ value: So far no research has been encounter that had examined children’s perception about TV ads intents in Iran with specific Islamic culture which it has.
Paper type- Research paper
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