Advertising and Children

Examines the effects of advertising on six-to-twelve-year-old children and how this age group is targeted by retailers.

As children spend more money and increasingly influence their parents’ purchasing decisions, new marketing strategies targeting young audiences have unfairly come under attack as unethical. This paper traces children’s exposure to advertising since the advent of television, presents figures on children’s spending and other purchases they influence and presents research on how retailers target children and how children interpret ads.