Commercial appeals to children have become a commonplace
for the marketers due to the widespread endorsement of television. Majority of
children have televisions in their bedrooms. Children Advertising associates
with the television spots that feature toys and food products rich in fat and
other essential nutrients for children. The new advertising techniques using attractive
peer models has led to the marketing techniques which involve enclosing products
in films, online and in video games. Children has been targeted for decades for two trends that
have increased the marketer’s interest in child consumers. First, children’s influence
their parents to purchase product for them has increased over time. Second,
it has become easy for the marketers to focus on smaller audience from specific
channels available on televisions for children creating media space just for
children’s products. In short, we can say that children grow up in a highly practical
marketing environment that influences their preferences and behaviours.
Nowadays, marketers focus on children advertisement meaning advertising
children’s products showing peer models of their age. This makes children aware
about the products by seeing advertisements repeatedly and exerting pressure on
their parents to buy the product. In short, we could say that Child
advertisements refers to the act of advertising children’s products or services
by using attractive peer models to directly reach child audience. Children’s
products include the food products, sweets, clothes, shoes, and games. On
average children spend 28 hours a week watching TV and are exposed to over
20,000 commercials per year. Children are influenced by what they see in the
commercials and do not have enough knowledge of the commercials. Therefore,
children do not understand the difference between the reality and the fantasy.
They believe that the products advertised in the advertisements will be exactly
same as they appear on screen. Children do not understand the message behind
the advertisements but instead they pressurize their parents to buy the product.
This is also called pester power meaning children pester their parents to buy
the products for them which they want. Marketers target kids by advertising
through social media example, television, Facebook, YouTube etc. and Word of mouth.
Advertisement on peer
modelling refers to teach school aged children to help learn the social skills
and help them to know products for them keeping them up to date with the new
modern trends and demands. A peer model is a child who shows good social
behaviours and is interested in teaching those skills to other children.
Children appraise others on number of aspects for example, physical countenance
such as appearance and allure. Commercials with attractive models are positive
and have power to influence people’s mind. This positivity is transferred
to consumers’ attitudes toward the brand or product, and result in greater
“Culture determines what is acceptable or
unacceptable, important or unimportant, right or wrong, workable or unworkable.
It encompasses all learned and shared, explicit or tacit, assumptions, beliefs,
knowledge, norms, and values, as well as attitudes, behaviour, dress, and
language.” When we talk about the
culture, we connect it to the behaviour of the people, their moral values and human
relations which is denoted by the action and attitudes of the society or
certain groups. Society isn’t simply made toward the public arena that makes us
trust people require behaviour, do assignments alternately perform rituals in
the same path. It is conquered by the thought that collective human minds
Advertising effectiveness: If
viewers believe a model in an ad possesses a physical characteristic (e.g.,
muscularity) that indicates the model has improved the appearance because of
product use (e.g., exercise equipment), viewers may believe the associated
product is responsible for the model’s appearance (Lynch and Schuler 1994).
Kamins and Gupta (1994) also show that congruence between the spokesperson and
the product advertised enhances product evaluations
Influence of Children’s cognitive
development on processing advertisement
The ability to create knowledge about brands, become ad literate,
understand the selling intention of advertising, and so forth increases with
age. Although young children are frequently targeted by advertisers, children’s
knowledge about advertising and their capabilities of critically evaluating
advertising content is not completely developed.