Seminar paper from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3 (A), Stellenbosch Universitiy (Faculty of Industrial Psychology), course: Consumer Psychology, language: English, abstract: The extent of childrens understanding of advertising messages and the

influence of advertising on children is a topic that still has to be researched.

But certain is, that the process of consumer socialization has an enormous

influence on childrens attitude and perception of advertising.

Television advertising is still the most common and most important way of

communicating messages to children. It will be discussed, how and when

children start being able to distinguish commercials from program and when

they can understand the advertising intent. A further crucial point is how and

to which extent television advertising does influence children on their brand

perceptions. An important part of television advertising targeted to children is

about food. The effects on children and some measures as well as how

advertisers are convincing children will be discussed.

There are numerous alternative marketing activities aimed at children that

have a great impact and some of them will be illustrated. Concluding, this

paper will give some future directions of research.



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