少儿频道电视广告影响力研究——以上海小学生为例

本文以上海市小学生为样本，采用随机抽样的方法，通过对四个“少儿频道电视广告影响力”评价指标——少儿电视频道的影响力、儿童对广告的认知与评价、产品广告类型影响力、态度影响及行为影响进行分析检验，系统地探讨了少儿频道广告对儿童的影响力概况及其具体表现。

In this research,we use primary school students in Shanghai as a sample, using random sampling method. Then we systematically explore the impact and its specific performance of advertisements broadcasted on children＇s television channel on children, through analyzing and testing the four evaluation index of ＂children＇s channel television advertising effectiveness＂--the impact of children＇s television channels, children＇s perception and evaluation of advertising, the impact power of product advertising type, attitude and behavior influence.