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Children and Advertising — The Research

Jeffrey Goldstein (Dept of Media & Communication University of Utrecht 3508 TC Utrecht The Netherlands)

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 February 1999

1803

Abstract

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.

Keywords

Citation

Goldstein, J. (1999), "Children and Advertising — The Research", International Journal of Advertising and Marketing to Children, Vol. 1 No. 2, pp. 113-118. https://doi.org/10.1108/eb027603

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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