How do Indonesian Children View Humorous Advertising on YouTube?

DOI

10.2991/assehr.k.200331.173How to use a DOI?

Keywords

YouTube advertising, humorous advertising, Indonesian children, children’s perceptions of humorous advertising

Abstract

This article explores Indonesian children’s views about humorous advertising on YouTube in the light of advertising effectiveness. The participants were 840 children aged 7 to 12 years, who were students at both public and private elementary schools. The study was carried out in a natural setting. The children watched a short movie with humorous advertising videos before and after. Next, a survey assessed their perceptions of the advertisements and the advertising effectiveness using essential indicators such as attitude toward the ad and attitude toward the brand. The data were analyzed with simple regression and analysis of variance (ANOVA). This study contributes to research on humorous advertising by introducing the perspectives of Indonesian children. It offers valuable input for those interested in commercials, both academics and practitioners, especially those who work in the Indonesian context.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sri Rahayu
AU  - Naldo
AU  - Hardika Widi Satria
PY  - 2020
DA  - 2020/04/03
TI  - How do Indonesian Children View Humorous Advertising on YouTube?
BT  - Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018)
PB  - Atlantis Press
SP  - 404
EP  - 411
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200331.173
DO  - 10.2991/assehr.k.200331.173
ID  - Rahayu2020
ER  -