Children and TV Commercials

This working paper, which is sponsored by the Institute of Marketing - Copenhagen Business School, is based on results from our final MS thesis, Master of Science in Marketing, with focus on 'Children & TV-Commercials'.
  

Children and TV Commercials

Lars RandrupandKien Trung LacCopenhagen Business School

Introduction

Since 1988 when the Danish national TVchannel, TV2, first ever broadcasted TVcommercials in Denmark, TVcommercials has become a huge factor of influence upon the attitude and knowledge of children towards different products and brands. After more than 10 years with TVcommercials both on the national and cable channels, the enjoyment of watching TVcommercials is somewhat gone. By the growth in commercialized TV children has become more and more tired of being bombarded with persuasive communication messages, especially when the same commercial is shown many...

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