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Originalia

Werbung im Fernsehen

Experimentelle Methoden zur Erfassung der Verstehensleistung von Kindern

Published Online:October 03, 2006https://doi.org/10.1026/1617-6383.18.3.94

Abstract

Zusammenfassung. In zwei Experimenten wurde der Frage nachgegangen, wie Kinder die Fähigkeit entwickeln, zwischen Werbung und anderen Programmformaten zu unterscheiden. In der Forschungsliteratur sind bislang im Besonderen zwei Fragen ungeklärt: (1) Ab welchem Alter können Kinder Werbung von Kinderfilmgenres diskriminieren, wenn keine singulären salienten Merkmale für Werbung vorliegen? (2) Ab wann wird das Konzept ‘Werbung‘ spontan zur Klassifikation von Programmformaten benutzt? Zur Beantwortung von Frage 1 wurden in einem Experiment mit 5- und 8-jährigen Kindern kurze Ausschnitte von Werbeclips und Kinderfilmen dargeboten. Die Kinder sollten schnellstmöglich mittels Tastendruck zwischen den beiden Programmformaten unterscheiden. Bereits die 5-Jährigen wiesen unter dieser Bedingung überzufällig hohe Trefferquoten auf. Zur Klärung von Frage 2 wurden in einem weiteren Experiment 4-, 6- und 9-Jährige mit einem Oddity-Problem konfrontiert, das eine Konzeptüberprüfung ohne Induktion der zugrundeliegenden konzeptuellen Kategorien zulässt. Dargeboten wurde ein Werbeclip zusammen mit zwei Kinderfilmen oder ein Kinderfilm zusammen mit zwei Werbeclips. Die Kinder erhielten eine explizite Oddity-Instruktion (“Eines davon ist anders“). Bereits die 4-jährigen Kinder waren dazu in der Lage, das Konzept ‘Werbung‘ über dem Zufallsniveau anzuwenden.


Commercials on TV: Experimental methods for assessing children’s comprehension of commercials

Abstract. The development of children’s ability to differentiate between commercials and other television programs was examined in two experiments. In particular, the following two questions remain unsolved in research literature: (1) At what age are children able to discriminate between commercials and movies for children in the absence of salient features denoting commercials? (2) At what age do children use the concept “commercial” to classify program formats? To address the first question, 5- and 8-year-old children had to identify as quickly as possible by pressing a button whether the video segments they were shown were children’s programs or commercials. At already 5 years of age, children obtained scores above those by random guessing. To answer the second question, 4-, 6-, and 9-year-old children were confronted with a so-called oddity task which examines a child’s spontaneous use of concepts. The children were presented with one commercial and two children’s movies or one children’s movie and two commercials together with an explicit oddity instruction (“One of these is different.”). Already 4-year-old children were able to use the concept “advertising” above chance.

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