Using Animated Spokes-Characters In Advertising To Young Children - Does Increasing Attention To Advertising Necessarily Lead To Product Preference?

The use of animated spokes-characters in advertising to young children is a strategic communication tactic frequently examined, debated, and criticized by parents, researchers, child advocates, and government officials. Although public opinion suggests that spokes-characters influence young children's product desires, academic research has generally failed to demonstrate this effect. The present study extends previous studies examining spokes-character influence on children, and specifically examines the effects of character action and voice. Results of two studies support previous findings that although character action and voice may influence a young child's attention to an ad, character, and product recognition, and even a positive attitude toward the product, the relation between spokes-characters and a child's preference, intention, and choice of a product is uncertain.