| Children TV Advertising (CTA) is defined as children product advertising shown by TV or Children participating in the TV advertising show. Attitude is defined as a propensity that individual's psychological reaction to specific object. Attitude includes cognition, feeling and behavior propensity. TV is entering into children's living world more and more because TV's rapidly spread in Chinese social life and its unique attractiveness. As far as 6-12 year-old Chinese children who have very limited spare time are concerned, Watching TV is their main relaxing model after class. Modern enterprises not only pay attention to keeping the current market but also to developing the future market. Facing so huge CTA accepting group, advertisers who are interested in their indirect or potential purchase power design and play CTAs which include children image and focus on the influence upon children or make children relaxing program. By this way, these business men advertise their goods and market them. Nowadays, as long as you play your TV, there are various CTAs before your eyes. Children will certainly have cognition, feeling and behavior propensity to these CTAs and accept their influence in many aspects. Children's attitude to these CTAs affect directly on children's attitude to goods, services and enterprises image in the advertising. Therefore, according to children's characteristic of cognition, feeling model and behavior propensity, enterprises, advertisers and advertising intermediates can affect children by positive and healthy advertising. And then they can change children's negative or opposite attitude and help children to form a healthy consumption psychology. This paper studies children's attitude to CTA by focusing on the special group of 6-12 year-old Chinese children and concludes the characteristic of attitude, deviation and correlation among different grades, different genders, different frequency of watching CTA and different expenditure amount per week.This paper uses "A Survey of 6-12 Years Old Chinese Children's Attitude to CTA" designed by myself. I got data by multilevel sampling from two hundred and twenty nine pupils who are from six classes. I got these six classes random from each grade among six grades in a primary school located in suburban of Wuhan. I surveyed their level of cognition, feeling and behavior propensity to CTA in order to analyze following issues:First, average level of frequency of children's watching CTA in different grade.Second, average level of children's cognition to CTA in different grade. Multifactor analysis of cognition to CTA depended on grade, gender, frequency of watching CTA.Whether exists difference of cognition level between different grades.Third, average level of children's feeling and their feeling propensity to CTA between different grades, genders. Multifactor analysis of the feeling of CTA depended on grade and gender. Whether exists difference of feeling level between different grade, gender and frequency of watching CTA.Fourth, average level of children's behavior propensity after watching CTA between different grade, gender and pocket-money per week. Multifactor analysis of children's behavior propensity after watching CTA depended on grade, gender and pocket-money per week. Whether exists difference of the behavior propensity level after watching CTA between different frequencies of watching CTA.' Fifth, comparing variables of attitude to CTA and finding whether there is correlation between these variables.By analyzing the survey data, I find:First, Besides Children's degree of trusting the CTA, the other four dimensions of Children's cognition to CTA show an increasing trend as the grade increases. This is similar to the general developing law of pupil's cognition and also corresponds to their model of information processing.Second, children don't believe the CTA completely.Third, children often mix product's brand with the name of firm in which the product is made. In these children's mind, they often regard the...
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