Journal of the Korean Home Economics Association 2005;43(1):203-223.
아동소비자 대상 방송광고 실태분석을 통한 규제방안 연구
The Regulation Plan of TV Advertising to Children Consumers : Results from the Analysis on the Actual Condition
Ki-Hwa Nam, Yeo, Jung-Sung
Dept. of Consumer Studies, Seoul National University
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.
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