Children's understanding of advertisers' persuasive tactics

Esther Rozendaal, Moniek Buijzen and Patti Valkenburg

Amsterdam School of Communications Research, ASCoR

Ever since children were recognised as a lucrative target consumer group, child-directed advertising has been the subject of extensive concern and debate. Recently, however, in both the societal and academic area this subject has gained increased attention, mainly because dramatic changes have taken place in children’s commercial media environment (Moore 2004; Calvert 2008). Today’s children are not only targeted more often and at a much younger age than earlier generations, but advertisers are also rapidly adopting new advertising venues, such as children’s websites and games. The changes in children’s commercial media environment have reignited public and academic interest in child-directed marketing, mainly focusing on advertising for unhealthy foods (e.g. Moore & Rideout 2007).