![Sample our Social Sciences journals, sign in here to start your FREE access for 14 days]({"type":"image" , "src" : "/sda/110822/TOC-Subject-Sample-2021-Social-Sciences.jpg"})
ABSTRACT
The children's segment of the consumer marketplace has grown substantially in the last couple of decades. Advertisers have been allocating significant amounts of money to tap into this market. This study provides an in-depth analysis of television commercials shown during times and on television channels children watch in India and the U.S. The two countries are distinctly different in their level of industrialization, consumer culture, and advertising maturity. Empirical evidence is provided on execution-related concepts such as message structures and types of messages, among others. Significant differences as well as commonalities that might be related to economic environment, consumption culture, and advertising maturity are found between the two countries. Potential explanations for the findings are offered.
ACKNOWLEDGMENTS
The author would like to thank Beverly A. Browne for providing her insights on coding framework and Richard H. Kolbe for his insightful comments in the earlier version of the manuscript. The author would also like to acknowledge the help provided for data collection by M. G. Parameswaran and Carl Daji at Draftfcb & Ulka in India. Their help in collecting the data was invaluable.
Aysen Bakir is Associate Professor of Marketing in the Department of Marketing at Illinois State University, Normal, Illinois, USA.