Advertising on Television is still the most common and significant way of transporting messages to people and particularly to children in view of affecting their intent to buy. The Nielsen Media Research found out that, very young children as early as age two, watch television more than three hours per day, (1998, in Singer & Singer, 2001, p.15) which makes the subject of how children understand advertising messages and what they do with these messages an important topic. The producers of advertising campaigns have still noticed the importance of children as a target group and the significant influence on their parents’ purchases. Furthermore children are “consumers of tomorrow”, consequently companies have to create awareness of their products and create preferences as well as brand loyalty in the very early stages of children’s consumerism.
Therefore it is an interesting topic to consider if commercials have an effect on children and if so, what they do with these messages. It is important to focus on the factors which have an influence on building up the mind of children. However, since this topic is very complex and the opinions differ, it is not possible to point out one general point of view. Every child is an individual with a different family background and an individual behaviour.
Firstly it is significant to look at some general properties of a successful campaign and the increasing influence of children on their parents purchase. To find an assertion why children are strongly influenced, it will be briefly looked at how many advertisings an average child watched.
Furthermore, another crucial point is how and to which extent television advertising does influence children on their brand perceptions.
This essay will discuss how children understand television advertising and what they do with the message they get from it.
For that reason it is essential to know and analyse the process of consumer socialization which will be mentioned afterwards. It will be considered how the family, the school, peer groups and the mass media influence a child.
Inhaltsverzeichnis (Table of Contents)
- A successful campaign for children
- The influence of advertising on children's brand perception
- What do children do with the message of the commercial?
- The family has always been the most influencing institution of children
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay examines how children understand and react to television advertising, exploring the impact of advertising on their consumer behavior and brand perceptions. It analyzes the factors influencing children's consumer socialization, particularly the role of family, school, peers, and mass media.
- The influence of advertising on children's consumer behavior
- The impact of advertising on children's brand perceptions
- The process of consumer socialization and its influence on children
- The role of the family in shaping children's consumer behavior
- The impact of advertising on children's attitudes and values
Zusammenfassung der Kapitel (Chapter Summaries)
- This chapter explores the concept of successful advertising campaigns targeted towards children, highlighting the increasing influence of children on family purchase decisions. It also examines the significant increase in spending on advertising aimed at children over time, demonstrating the importance of understanding children's attitudes and consumer behavior.
- This chapter delves into the influence of advertising on children's brand perception, examining the age at which children develop the ability to understand the intent of advertising. It analyzes how children's attention patterns and critical thinking skills evolve, influencing their understanding of advertising messages.
- This chapter examines the different ways children engage with advertising messages, including verbal and physical replays, as well as mental engagement. It analyzes how children's independent thinking and personal values may be influenced by advertising, potentially leading to a consumer-driven outlook on life.
- This chapter discusses the significant influence of the family on children's consumer socialization. It explores how children learn about consumerism through observation and modeling, emphasizing the role of parents as primary influences in shaping their children's consumer behavior.
Schlüsselwörter (Keywords)
This essay examines key topics such as children's consumer socialization, the influence of advertising on children's brand perceptions and consumer behavior, the role of family in shaping consumer behavior, and the impact of advertising on children's attitudes and values.
- Quote paper
- Miriam Herbst (Author), 2004, Advertising to Children, Munich, GRIN Verlag, https://www.grin.com/document/46205
