Author(s)

Qian Chao

Corresponding Author

Qian Chao

Abstract

The materialism is particularly evident in young children. This research further explores that in the situation of China, television viewing is positively related with the endorsement of materialistic values among children. Contrary to the commercial advertising that aims to motivate consumers to make consumption decisions, public service advertising (PSA) serves non-commercial, public interest purposes by adopting sophisticated advertising and marketing communications techniques. Finds that television viewing is positively related with the endorsement of materialism among children in urban China. PSA moderates the relationship between television viewing and materialism. Specifically, increase of the ratio of PSA played in the media weakens the relationship between television viewing and materialism.

Keywords

Advertising, public service advertising, materialism