Parental attitudes toward children's television advertising: Comparative analysis of the United States, United Kingdom, Sweden, and New Zealand

by Moore, Nana Lee, Ph.D., CAPELLA UNIVERSITY, 2007, 158 pages; 3274709


In light of all the studies that have been conduct concerning children's television advertising, not many have been conducted regarding parental attitudes about television advertising aimed at children. This study used the methodology of descriptive survey research to examine the attitudes of parents and grandparents of children between ages of 4-12 regarding the advertising their children see on television. This study also followed the strict guidelines of conceptual replication. This allowed the researcher to examine the same issue as a previous study, but uses different procedures, measurement instruments, and sampling procedures than the previous study. This study collected the data by placing the survey on the researcher's website for a limited time frame. The data was reviewed, and then compared to previous data, that was collected in the United Kingdom, Sweden, and New Zealand. The results of the study show that parents in all four countries had the same attitudes and concerns about television advertising their children see. Recommendations for future research to augment these findings include the following: (a) replication of study with a larger population; (b) using samples from Asia, the Middle East, Africa, and India; (c) to uncover the areas parents would like to see the government exert more control on advertising. It is also recommended that future studies should be conducted within each of the following culture groups, which include African American, Asian, Hispanic, and Native American. This would uncover any discrepancy among the ethnic groups.

AdviserMary Dereshiwsky
Source TypeDissertation
SubjectsMarketing; Management; Mass communication
Publication Number3274709

About ProQuest Dissertations & Theses
With nearly 4 million records, the ProQuest Dissertations & Theses (PQDT) Global database is the most comprehensive collection of dissertations and theses in the world. It is the database of record for graduate research.

PQDT Global combines content from a range of the world's premier universities - from the Ivy League to the Russell Group. Of the nearly 4 million graduate works included in the database, ProQuest offers more than 2.5 million in full text formats. Of those, over 1.7 million are available in PDF format. More than 90,000 dissertations and theses are added to the database each year.

If you have questions, please feel free to visit the ProQuest Web site - - or contact ProQuest Support.