Children and Advertising

Advertising over the past two decades has witnessed a phenomenal growth. Its presence in every walk of life is so pervasive that it is almost impossible to escape the influence of advertising and the clutter keeps rising. Research studies point out that amongst various segments of the population, children are most likely to accept and orient their views and attitudes that advertisements promote since they lack the perceptual defences that adults have and cannot objectively evaluate advertisements. As a matter of fact, children are hardly able to employ their cognitive understanding of advertising in defending themselves form being carried away by the advertising messages. For the sponsors of commercials, it is catching them young. The book is an attempt to examine the impact that commercial advertisements are having on children. Based on a field work and first hand information collected from 220 children from all walks of life, the study in investigates to how and why children get influenced by advertisements. It also explores the extent to which the tender minds of the children are continuously consumerised by commercials. Table of Contents Preface Introduction Advertising: An Introduction Influence of Advertising on Children Sample Analysis Summary of the Findings and Conclusion Bibliography