Children and the Changing World of Advertising Elizabeth S. Moore ABSTRACT. Concerns most childrens baron to full comprehend and evaluate ad messages has stirred authentic look into and heated debate among scholars, business leaders, consumer advocates, and public policy makers for more than than three decades. During that time, both(prenominal) very fundamental questions near the justice of marketing to children stand been raised, yet many endure undecided today. With the emergence of increasingly sophisticated advertising media, promotional advises and productive appeals in recent courses, new issues have besides developed. This study provides a basis for further examination of some the tonality questions in this area, and suggests how childrens advertising research whoremaster be employed to illuminate them. Introduction Advertising is ever-present in the lives of most American children. Estimates suggest that children spend an modal(a) of 4 hours per day watching television and are exposed to as many as 25,000 commercials in a whizz year (Federal Communications Commission, 2003; Kunkel, 2001). Emerging media such as the meshwork have further expanded advertisings delve 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 nigh childrens ability to comprehend and evaluate these selling messages has ruttish substantial research and heated debate since the early 1970s. inaugurate within this debate Elizabeth S. Moore is Associate Professor of Marketing at the University of Notre Dame. Her research interests are i! n the areas of marketing to children, intergenerational studies and marketing and society. is the competition 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 requisite to get a full essay, order it on our website: OrderEssay.net
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