Children and Commercial Communications: A literature review

An in-depth look at children's development, considering child psychology, recent developments in neuroscience, sociological studies, social competence, and children's understanding of advertising.

Children and Commercial Communications: A literature review

Barbie Clarke

ABSTRACT

The literature review looks in-depth at children's development, considering child psychology, recent developments in neuroscience, sociological studies, and social competence. It continues by assessing children's understanding of advertising. Most of this research has been centred on television advertising,with some gaps found in the literature that considers children's response to advertising through digital media, magazines and comics, radio, cinema, and outdoor advertising. The review concludes that whilst it is the case that children can recognise advertising at a young age, 4 or 5, it is not until they reach...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands