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1.0: Introduction:

Advertisement can be conceptualized as one of communication that emanates from the producer targeted at the consumer. The aim is to prevail over the consumer so that he can consume or purchase the specific product that is been offered by the producer. The producer, when embarking on the advertisement campaign, has one goal on mind; to stimulate demand for his product or service. That is perhaps the reason why the advert has to be as persuasive as possible and tailored for the consumption of a certain target clientele.

This practice has become an integral part of our everyday life. It is hard to conceptualize any publication or any event that is devoid of at least one form of advert. Television programs together with cinema or movie programs are peppered with commercials that are trying to capture the attention of the viewer. The effect of this practice in the society cannot be downplayed. Advertisement has considerable effects on the adult consumer. These range from adjustment of lifestyle, increased consumption amongst others. But perhaps the greater influence or effects of these practice is to be found among the children, especially those who are below the age of fifteen years.

There has been a spike in the number of adverts and other commercials that are targeted at the child consumer. Producers have awoken to the fact that there is a whole basket of unexploited consumers out there amongst the https://www.51lunwen.org/customwriting/ children. That is why they have come up with adverts that tailored for this specific consumer. Apart from these commercials that are targeted specifically at them, children also fall prey to the adverts that are targeted at their parents or for adults in the society. This has raised concerns on the effects of advertising on children. These effects range from behavioral, psychological and cognitive. This literature review is going to examine these effects and whether they are positive or negative. The extent of these impacts will also be examined.

1.1: Objectives of the Literature Review

The writer will be guided by one major objective throughout the literature review: The psychological and behavioral impact of advertising on children. The analysis will be those adverts that are targeted at the child consumer and also those that are targeted at the adult consumer but in one way or the other, the children become exposed to them. To achieve this objective, the writer will be guided by several specific objectives as listed below:

Understanding of advertising intent amongst the adolescents

Level of exposure to advertising in children

Health effects of advertising to children

Effects of advertising on children’s cognitive development

Psychological effects of advertising on children

Purchasing behavior

Increase commercialization

Effects of age, gender and parental influence advertising

Recommendations

Impacts of advertising on children

There are several means through which producers can market their products and services. But advertising is the most favored and most common form of marketing technique (Nawathe, Gawande and Dethe 2001). In the year 2004, commercials placed in the print media in the United States increased by 14.7%. Those that were placed in Television grew by 13% (Robertson, 2006). This is a huge growth by all means. The upshot of this is 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。