TV advertising and children

Abstract

The goal of the thesis was to examine the basic knowledge of youth about TV advertising and their attitudes toward them. The aim was to scrutinize the elements of TV advertising that make it popular among young consumers and cognize their watching habits. The first chapter concentrates on the importance of advertising as a communication mean between the marketers and consumers, but also explains the commercial roles in day-to-day lives of consumers. It elucidates the idea of advertising, its attributes and importance it plays in lives of individuals. It also touches the susceptible issue of moral code that is injured by marketers and finally, consumers’ reception on marketing. The second chapter treats the child as a customer and recipient of persuasive messages, identifies its major characteristics, and examines the impact of TV advertising on young commercial receivers after portraying its characteristics. The third chapter which is of empirical character and consists of three divisions, has a main objective of proving that juvenile consumers lack proper knowledge moreover, fundamental preparation in their process of economic maturation. The analysis of primary data sources aims at exploring the views of children regarding the commercial influence over their buying behavior. For the purpose of conducting the research, various sources were used: scientific literature devoted to advertising, but also from the psychology and children self-development fields, secondary sources published in the World Wide Web, along with personal elaboration.