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ESOMAR Conference papers
Int. Journal of Advertising
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The effects of commercial advertising on children
Includes video content
Recommended by Warc editors
R Bergler, International Journal of Advertising, Vol. 18, No. 4, 1999
This paper examines recent published research into the effects of advertising on children in the light of public concern.
This paper examines recent published research into the effects of advertising on children in the light of public concern. It states a series of hypotheses on which much public criticism appears to be based and demonstrates that they are not supported by the evidence of researchers into child psychology and advertising. It argues that undesirable and anti-social behaviour by children is not the result of some simple stimulus-response mechanism. Up till now, no serious study has been able to prove a direct and exclusive link between advertising and juvenile purchasing or other forms of behaviour. However, a number of studies have shown that the most important influences on a wide range of children's attitudes and behaviour are parental, family, peer-group and other social factors. This paper first appeared in Commercial Communications, January 1999, and we are grateful to the author for permission to reprint.
Learning brands: young children and brand recognition
Includes video content
Recommended by Warc editors
Robert G Wyckham and Colleen Collins-Dodd, ESOMAR, Youth Marketing, Copenhagen, 1997
The process of brand learning begins when children are very young. Brand recognition is the first step in a hierarchy that may lead ultimately to purchase.
The process of brand learning begins when children are very young. Brand recognition is the first step in a hierarchy that may lead ultimately to purchase. What children are exposed to in the marketplace as they grow and learn may play an important role in their future brand selection behaviour. This study found that the pre-school subjects (n=300) were quite adept at recognizing brands and logos of both children and adult products and associating brands with products using a picture matching game. Factors found to be related to brand recognition and matching ability were age, product exposure, and commercial television viewing.
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Children and brands
Children's lifestyles and attitudes
Children's media use
Children's response to advertising
Food and drink marketing to children
Licensing children's products
Marketing through schools
Marketing to parents and children
Laws and ethics
Advertising to children
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