Malay Children Verbal Reception Towards Contextual Features in Fast Food Advertisements

Global Journal of Business and Social Science Review, Vol. 1(2) 2013. 1-8

8 Pages Posted: 18 Jul 2017 Last revised: 22 Jul 2017

Date Written: April 20, 2013

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.

Keywords: Verbal reception; Contextual features; Children

JEL Classification: J13, L66, M31, M37

Suggested Citation

M. Tajuddin, Jaslina and Mohaiadin, Jamaludin, Malay Children Verbal Reception Towards Contextual Features in Fast Food Advertisements (April 20, 2013). Global Journal of Business and Social Science Review, Vol. 1(2) 2013. 1-8, Available at SSRN: https://ssrn.com/abstract=3000804

Jaslina M. Tajuddin (Contact Author)

SEGi University ( email )

9 Jalan Teknologi
Petaling Jaya, 47810
Malaysia

Jamaludin Mohaiadin

SEGi University ( email )

9 Jalan Teknologi
Petaling Jaya, 47810
Malaysia

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