When asked what they do when they see commercials, more than half of children aged 6-11 say they watch them, but few are interested in spots about new products or those that use sarcasm, according to
a recently released 2006 American Kids Study.
The element that appeals most to kids in ads is humor, but it needs to be the right kind. When asked, "What do you really like to hear
or see in advertising," 74.7% of the respondents agreed with "Funny things, like a funny animal or character" and 44.2% chose "silly humor." But only 18.7% cited "Sarcastic humor that makes fun of
things."
About 5,300 kids responded to questionnaires and the second most-often popular feature of advertising they want to see or hear is music, with 52% of children giving it the
thumbs-up. And that is especially so for girls: 62.5% of whom cited music as opposed to 42.1% of boys.
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