Advertising On Children

Many researches which are done to explore the effect of the advertising on children came to the conclusion that almost all the children of age 6 or greater are exposed to advertisements to a wider extent. Advertisements shown on Television, Internet, Print Media and Movies are perceived by children in more or less negative way according to our research. Children, for example, when see the advertisement of junk food or the food which is considered healthy for them, forces their parents to buy those food products not on occasional basis but on daily basis. They do not consider the simple fact that the junk food would affect their health negatively and will have to suffer from serious health diseases in future. Further studies show that now the

Children act very differently when it comes to perceiving things from the advertisements. Consider the example of the advertisement of the home décor, showing a very luxurious lifestyle. Although the perception and the message of the advertisement is very clear but when a child see that particular advertisement, he/ she will perceive the advertisement according to his/ her mind set, he/ she would probably demand that luxurious lifestyle from his/ her parentsreflecting also in his/her attitude. Most of the advertisements are perceived by the children in a negative way. Many marketers use subliminal advertising in order to cater the perceptions of the children. Children when see advertisements about products which are bad for health like Coca Cola, often tends to consumes it in large amounts. Children do not recognize the messages given by these advertisements, they absorb them subconsciously according to the perception that they have perceived by seeing those advertisements. As far as attitudinal effect of the advertising is concerned, our research shows that the advertisements also affect the attitude of the children. For example if a child sees an advertisement about a luxurious destination for spending the vacations, they would surely ask their parents to go there, if their parents do not agree or do not take them to the desired destination, their attitude would change. Consider another example, if on Christmas

The world has now digitalized, revolutionized and has become a global village. The flow of information is so fast that even though you are personally not there at that part of the world but still you are able to get the information about the current happening in that area in just a few seconds. Our research and recent studies in the field of the digital advertising shows that children usually spend most of their time using digital tools for socializing and communicating. These tools includes Facebook groups, Myspace groups, Twitter, Flicker, ORKUT and many more for socializing with their families and peers. Now the advertisers has understood the fact that they should advertise their products more often on the digital network as well. They know the fact that at least children will look at their advertisements on these sites and will retain some information about their products. Wal-Mart, the biggest retail store has made a Facebook group named “Retail Price for Young”, for the college students. They often advertise their products on this group, which in turn cause to increase their annual sales for children’s product by almost 15%. Digital medium is the best medium for marketers to advertise their products which are particularly targeted at children because it is a cost effective medium. The advertisers