Children's understanding of advertisers' persuasive tactics

The aim of this study was to investigate children’s understanding of six popular tactics used by advertisers to elicit certain advertising effects, including ad repetition, product demonstration, peer popularity appeal, humour, celebrity endorsement and premiums.

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 att