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Dissertation/Thesis Abstract

A Content Analysis Investigating Persuasion Intent in YouTube Videos that Target Preschool-Age Children
by Walker, Brittanny L., M.S., University of Louisiana at Lafayette, 2018, 95; 10815095
Abstract (Summary)

Advertising to children has been a topic of discussion for many years. In fact, the Federal Trade Commission is still researching way to better regulate advertising to children. This thesis investigates the persuasion intent as inferred from video content strategies, themes, and descriptions associated with YouTube videos that target preschool-age children posted on the Ryan ToysReview YouTube channel. With the advancement of technology and children’s growing ability to interact with technology, including social media networks, marketing and advertising professionals are finding new ways to promote toys to children during their unsupervised time on such platforms. From the research presented in the Literature Review, persuasion intent may be presented even if it is not in traditional advertising including YouTube videos.

The significance of this study is to help add to the existing research that seeks to identify how YouTube videos may contribute to what scholars understand about the way children learn new skills and behavior and believe is associated with how they are being socialized into consumers. This was done to encourage change in regulatory issues by the Federal Trade Commission as well as suggest appropriate changes or updates to skills presently taught to future advertising professionals in undergraduate advertising curricula.

Indexing (document details)
Advisor: Ferguson, Alice C.
Commitee: Dinu, Lucian F., Madison, Phillip
School: University of Louisiana at Lafayette
Department: Communication
School Location: United States -- Louisiana
Source: MAI 58/05M(E), Masters Abstracts International
Subjects: Marketing, Communication, Web Studies, Mass communications
Keywords: Children, Consumer socialization theory, Online advertising, Social learning theory, Social media, YouTube
Publication Number: 10815095
ISBN: 978-1-392-04143-7
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