...Kevin W. Cruthirds; Valerie L. Wang; Yong J. Wang; Jie Wei Purpose The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising. Design/methodology/approach A total of 97 television commercials broadcasted by major US and Mexican...

... genre, TV personalities and audience members, focusing on the moderating influence of televiewer's instrumentalist behavior. Individual Media Dependency Theory Spain Consumer behaviour Television commercials Teleshopping Television personalities Ritualist and instrumentalist televiewers...

... collected from a sample of 155 children aged ten‐13 using questionnaire survey. Various statistical methods such as Pearson correlation and tests were employed to analyse the data. Findings Chinese children regard television commercials as an important information source for new products. However...

... into the study as potential predictors of channel switching. The development of the scale to measure situational triggers underlying channel switching is fully explored in the next section. Television commercials Advertising effectiveness Advertising media Consumer behaviour Situation analysis...

... discrimination) and developmental factors (e.g. age). Nevertheless, the impact of the television commercials on the children's preference for advertised products was proved beyond doubt (Paulos, 1975 ; Goldberg et al., 1978), but the discerning capability of children with increase in age was still...