Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 90 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
ESOMAR Conference papers
Int. Journal of Advertising
Date: newest first
Date: oldest first
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.
YOU ARE IN THE WARC INDEX:
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
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the