Malay Children Verbal Reception towards Contextual Features in Fast Food Advertisements
Journal Title: GATR Global Journal of Business & Social Science Review - Year 2013, Vol 1, Issue 2
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.
Authors and Affiliations
Jaslina Mohd Tajuddin, Nor Azlili Hassan, Rahilah Ahmad
Keywords
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