Children And The Changing World Of Advertising

Children and the Changing World of Advertising

Elizabeth S. Moore

ABSTRACT. Concerns most childrens ability to full comprehend and evaluate ad messages has stirred substantial look into and heated debate among scholars, business leaders, consumer advocates, and public policy makers for more than than three decades. During that time, some very fundamental questions about the justice of marketing to children stand been raised, yet many remain exposed today. With the emergence of increasingly sophisticated advertising media, promotional advises and productive appeals in recent courses, new issues have also developed. This study provides a basis for further examination of some the tonality questions in this area, and suggests how childrens advertising research can be employed to illuminate them.

Introduction Advertising is ever-present in the lives of most American children. Estimates suggest that children spend an average of 4 hours per day watching television and are exposed to as many as 25,000 commercials in a single year (Federal Communications Commission, 2003; Kunkel, 2001). Emerging media such as the Internet have further expanded advertisings reach and offer novel opportunities to target this young audience.



Approximately 88% of children amidst 5 and 14 years old use computers, and 53% have access to the Internet (U.S. Department of Education, 2003). Concern about childrens ability to comprehend and evaluate these selling messages has stimulated substantial research and heated debate since the early 1970s. infix within this debate
Elizabeth S. Moore is Associate Professor of Marketing at the University of Notre Dame. Her research interests are in the areas of marketing to children, intergenerational studies and marketing and society.

is the contention that advertising to children is inherently unfair. Critics assert that it is unfair because children lack the cognitive skills and life story experiences needed to resist persuasive claims....If you want to get a full essay, order it on our website: Ordercustompaper.com



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