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Child Psychology at Advertisements and Theory of Visual Constructivism

International Journal of Marketing and Business Communication

Volume 2 Issue 4

Published: 2013
Author(s) Name: Ramesh Babu Kakumanu | Author(s) Affiliation: Associate Prof., MBA Department, Vignana Bharathi Institute of Technology, Hyderabad, A.P., India
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Abstract

Children’s psychology is complex and quick learning especially at visual and vocal contents and adopts the learning and building knowledge about the advertisements in the process of visual constructivism. This study is about the child psychology in the approach of constructivism towards advertisements in animation channels and study includes kids who are in less than 7 years age group and tweens who are between 8-12 years age group with an objective to test the relevance of constructivist psychological theory related visual contents in the form of advertisements on cartoon channels. The total sample size is 275 including 140 kids and 135 tweens and the respondents are asked to give their preference of choice by ticking the right option, which are converted into contingency table and applied phi – correlation test with the help of chi-square test and as well cell chi-square test.

Keywords: Constructivism, Children, Advertisements and Cartoon Channels

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