Abstract
Advertising towards children confirms the importance of marketing communication, as they are important for companies that offer a range of products and services. We study the influence of advertising messages from traditional media on different children's age groups, via the observed branded products and the examined credibility of advertisements, seen through the children's eyes. In total, 481 pupils from two primary schools, aged 9 - 12, participated in the research. We find that children over the age of ten recognise the persuasive influence of the media. Also, the findings indicate that the number of children who like to follow advertisements decreases with age. In addition, comparing the advertising message and real life can lead a child to overall dissatisfaction. An optimistic 75% of the answers favour the fact that children do not believe everything shown in the advertisement forwarded to them.
Publisher
Centre for Evaluation in Education and Science (CEON/CEES)
Subject
Pharmacology (medical),Complementary and alternative medicine,Pharmaceutical Science
Reference44 articles.
1. Aktas, Y., Tas, I., & Ogul, IG (2016). The development of brand awareness in young children: How do young children recognise brands, International IJC, 40 (5), 536 -541. https://doi.org/10.1111/ijcs.12298;
2. Aldea, RE, & Brandabur, RE (2015). The Perceptions of Ethics Related to the Marketing targeted to Children in Romania, International Journal of Academic Research in Economics and Management Sciences, 4 (1), 131 -136;
3. Apestaartjaren (2016). Onderzoeksrapport Apestaartjaren 6/research report Apestaartjaren 6, available at: www.apestaartjaren.be/onderzoek/apestaartjaren-6 (accessed 19 October 2016);
4. Arendt, F., Naderer, B., Abdolahi, M., Mittelberger, A., Surzhyk, O., & Zhou, L. (2015). Television Commercials and Fading Behavioral Brand Choice Effects in Austrian Children, Journal of Children and Media, 9 (4), 435 -452. https://doi.org/10.1080/17482798.2015.1089299;
5. Bandyopadhyay, S., Kindra, G., & Sharp, L. (2001). Is television advertising good for children? Areas of concern and policy implications, International Journal of Advertising, 20 (1), 89 -116. https://doi.org/10.1080/02650487.2001.11104878;