Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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The Regulation Plan of TV Advertising to Children Consumers : Results from the Analysis on the Actual Condition

아동소비자 대상 방송광고 실태분석을 통한 규제방안 연구

  • Nam Ki-Hwa (Dept. of Consumer Studies, Seoul National University) ;
  • Yeo Jung-Sung (Dept. of Consumer Studies, Seoul National University)
  • 남기화 (서울대학교 소비자학과) ;
  • 여정성 (서울대학교 소비자학과)
  • Published : 2005.01.01
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Abstract

TV advertising(TV ad.) to children consumers is a useful method for both business and consumer socialization of children. The object of this study was to see if children could put TV ad. to practical use as a tool for purchasing information and as a learning method. For these purposes, the contents of TV ad. to children consumers were analyzed and their influence on children researched. Based on the findings of this study, it is suggested that TV ad. toward children consumers should be regulated and regulatory guidelines for children's ad. developed to create a better environment for children consumers.

Keywords

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