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
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: Suggested Citation