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 the
influence of advertising on children is a topic that still has to be researched.
But certain is, that the process of consumer socialization has an enormous
influence on children’s attitude and perception of advertising.
Television advertising is still the most common and most important way of
communicating messages to children. It will be discussed, how and when
children start being able to distinguish commercials from program and when
they can understand the advertising intent. A further crucial point is how and
to which extent television advertising does influence children on their brand
perceptions. An important part of television advertising targeted to children is
about food. The effects on children and some measures as well as how
advertisers are convincing children will be discussed.
There are numerous alternative marketing activities aimed at children that
have a great impact and some of them will be illustrated. Concluding, this
paper will give some future directions of research.
[…]
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