| Abstract: | Little published research exists to guide self-regulators in their evaluation of advertising directed to children. Academic researchers have principally studied the effects of advertising upon children, rather than children's perceptions of specific commercials and ads. Research on such questions as fantasy, using famous presenters, scale disclosures and disclaimers would undoubtedly show age-related differences of perception. This might call into question the advertisers' responsibilities to the pre-school, pre-literate child. The situation is more complex when the advertiser seeks to address older children at times when younger children are also watching. Research will never satisfy the critics, but industry and self-regulators should pursue the question of how children perceive advertising. |
