الطفل و الإشهار التلفزيوني : دراسة في الإدراك و الاتجاهات

Abstract EN

Thisstudy seeksto identify theprocess ofreceivingan Algerian childfor televisual advertising by revealingthe exposure patterns of this specific content, perceptionand its interactionwith him,as well as thechild'stendency toadvertisingmessages thatare exposedwhile watchingtelevision.

The researcherhasrelied onsurveymethodology with stratified sample and approached in the field 280 childrenofAlgiers using the questionnaireto achieve theobjectives of the research.

The field studyshows that childrenare exposed to televisual advertising between moderateand high degree.

We also find that the most important reasons which make children watching advertising spacers that permeate watching television are: to know about newproducts on the market, the presence of celebrities in advertising flashes, as well asto identify thebrands.The study also showed that the televisual advertising effectson children'scategory by generatingthe desire togetdisplayed products and thatthe positive trend towards advertising on television ismostlyin children