Poziom rozwoju poznawczego dzieci a odbiór reklam telewizyjnych
Alicja Grochowska, Marzena Bilewicz
Rocznik: 2005 Tom: 11 Numer: 1
According to Piaget, cognitive development determines perception and understanding of reality. Advertisement became an important element of child's world in recent in Poland. This paper shows how children (N=60) at different stages of cognitive development (5-7-12 years) understand TV advertisements and what their emotional reactions to ads are. Results revealed a higher level of operatory thought in concrete operations, a better understanding of ads, and a more critical evaluations of ads. The older the children, the more reticently they express their emotions to ads.