Malay Children Verbal Reception Towards Contextual Features in Fast Food Advertisements

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