Viewpoints by Chilean Tweens Concerning tv Advertising
This study seeks to identify the uses and meanings held by school-attending tweens (11 to 12 years of age) concerning tv advertising. During the quantitative phase, the questionnaire titled ‘Habits related to the consumption of television and practices in the use of money’ was given to a sample grou...
| Autor Principal: | del Valle Rojas, Carlos; Universidad de La Frontera |
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| Otros Autores: | Vásquez Troncoso, Leslie; Dirección de Seguridad Pública y Fiscalización de la Municipalidad de Temuco, Denegri Coria, Marianela; Universidad de La Frontera, Sepúlveda Aravena, Jocelyne; Universidad de La Frontera |
| Formato: | info:eu-repo/semantics/article |
| Idioma: | spa |
| Publicado: |
Pontificia Universidad Javeriana - Facultad de Comunicación y Lenguaje
2010
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| Materias: | |
| Acceso en línea: |
http://revistas.javeriana.edu.co/index.php/signoypensamiento/article/view/2532 |
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| Sumario: |
This study seeks to identify the uses and meanings held by school-attending tweens (11 to 12 years of age) concerning tv advertising. During the quantitative phase, the questionnaire titled ‘Habits related to the consumption of television and practices in the use of money’ was given to a sample group of 137 schoolchildren, 28 of them coming come from an upper socio-economic level, 62 from a middle socio-economic level, and 47 to the low socio-economic level. During the qualitative phase, an in-depth interview was carried out with 30 schoolchildren from the sample. Results show the existence of meaningful differences based on gender and socioeconomic level. This makes it possible to hipothesize that these variables have an influence on uses, opinions and perceptions held by tweens concerning publicity. |
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