The current study examines how mainland Chinese parents communicate with their children about consumption and advertising. A survey of 1,665 parents of children aged six to 14 in Beijing, Nanjing and Chengdu was conducted in December 2001 to March 2002. Using Moore and Moschis’s typology of...

Purpose – The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect information about the contexts of media usage and time spent on various activities including media usage....

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality of advertised and non‐advertised brands. Classifies the types of commercials seen as funny, animated, public...