Children And The Changing World Of Advertising

Children and the Changing World of Advertising Elizabeth S. Moore ABSTRACT. Concerns most childrens cogency to full comprehend and evaluate ad messages has stirred self-coloured look into and heated debate among scholars, business leaders, consumer advocates, and public insurance policy makers for more than than three decades. During that time, almost very fundamental questions rough the justice of marketing to children stand been raised, yet many take a breather undefended today. With the emergence of increasingly sophisticated advertising media, promotional advises and productive appeals in recent courses, new issues have in addition developed. This study provides a basis for further examination of some the tonality questions in this area, and suggests how childrens advertising research apprise be employed to illuminate them. Introduction Advertising is ever-present in the lives of most American children. Estimates suggest that children spend an com ely of 4 hours per day watching television and are exposed to as many as 25,000 commercials in a adept year (Federal Communications Commission, 2003; Kunkel, 2001). Emerging media such as the profits have further expanded advertisings adjoin and offer novel opportunities to target this young audience.

Approximately 88% of children amidst 5 and 14 years old use computers, and 53% have access to the Internet (U.S. Department of Education, 2003). Concern most childrens ability to comprehend and evaluate these selling messages has steamy substantial research and heated debate since the early 1970s. usher in within this debate Elizabeth S. Moore is Associate Professor of Marketing at th e University of Notre Dame. Her research int! erests are in the areas of marketing to children, intergenerational studies and marketing and society. is the careen that advertising to children is inherently unfair. Critics assert that it is unfair because children lack the cognitive skills and life story experiences needed to resist persuasive claims....If you involve to get a full essay, order it on our website: OrderEssay.net

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