Advertising to Children

Seminar paper from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3 (A), Stellenbosch Universitiy (Faculty of Industrial Psychology), course: Consumer Psychology, language: English, abstract: The extent of children's understanding of advertising messages and theinfluence of advertising on children is a topic that still has to be researched. But certain is, that the process of consumer socialization has an enormousinfluence on children s attitude and perception of advertising. Television advertising is still the most common and most important way ofcommunicating messages to children. It will be discussed, how and whenchildren start being able to distinguish commercials from program and whenthey can understand the advertising intent. A further crucial point is how andto which extent television advertising does influence children on their brandperceptions. An important part of television advertising targeted to children isabout food. The effects on children and some measures as well as howadvertisers are convincing children will be discussed. There are numerous alternative marketing activities aimed at children thathave a great impact and some of them will be illustrated. Concluding, thispaper will give some future directions of research. [...]