Malay Children Verbal Reception towards Contextual Features in Fast Food Advertisements
Journal: Global Journal of Business and Social Sciences Review (GJBSSR) (Vol.1, No. 2)Publication Date: 2013-06-30
Authors : Jaslina Mohd Tajuddin; Jamaludin Mohaiadin;
Page : 1-8
Keywords : Verbal reception; Contextual features; Children;
Abstract
Objective – This study examines the relationship between Malay children verbal reception and contextual features in fast food advertisements. Methodology/Technique – There are four items have been used to measure verbal reception and 26 items to measure contextual features. Structured questionnaire was developed based on previous literatures and a total of 50 pre-school children participated in this study. Findings – The findings disclosed that there is a positive correlation exists between verbal receptions and rewarding, imitation and humour and negative correlation between verbal reception, modelling and realism contextual features. Type of Paper: Empirical
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