Children and Advertising — The Research Available to Purchase

Psychological research is frequently cited in discussions about children and advertising. This paper reviews some of the issues and some of the research that has a bearing on them. The research is not nearly as substantial, clear, reliable or relevant as is often supposed. There is little evidence that children are especially vulnerable to advertising, or that advertising has a direct effect on their behaviour. Youth fads often precede, rather than follow, advertising. Debates about the age at which children recognise and understand commercials are fruitless. Most discussions omit advertising's appeal and use as entertainment, a way to manage mood, and a source of information on how to satisfy personal needs.