抄録
This study explored the developmental model of Japanese children’s understanding
of TV commercials, compared with the Western model of children’s
consumer behavior in two phases. A questionnaire was administered to 344
children in grades one, three and five. In addition, interviews were conducted
with 18 children. The results reveal the lower-grades didn’t understand the
meaning, purpose and intention of commercials, the middle-grades was confused
about them, and the higher-grades gradually considered them and had skepticism.
The results suggest that the Japanese developmental model occurred in
the above three phases, adapted to reflect the media literacy abilities of each
target group.
