| Abstract: | This study sought to establish children's interest in TV ads, what credence they gave to claims made, and to what extent ad preferences had a bearing on presents bought for children. A sample of over 200 9‐ and 10‐year‐olds in the Belfast area completed a 10‐item questionnaire shortly before Christmas 1988. Findings showed that ads highlighting action and humour were popular with children, that they were sceptical about claims made in the ads, and that there was little relationship between TV ads and presents bought for children. This article relates to Chris Crouch's “Television and Primary Schoolchildren in Northern Ireland. 1. Television Programme Preferences” in the last issue of this Journal. While the research samples used are different, both articles follow a similar format in exploring the views of children in Northern Ireland and the television they watch. |
