The attitudes of parents and children towards advertising with the authors' reflexion today

Abstract

Children represent a very lucrative and sought-after target for many consumer products and brands globally, and interest in media entertainment programmes and advertising to this specific audience has risen accordingly. This paper presents original article related to children and advertising published in 2000 with the reflexions of the authors today regarding the topic and the results of the original article. The original paper reported the most significant results of a study among children and parents. The main objective of the study was to investigate the attitude of the parents toward advertising to children. The study also addressed how children understand advertising and how it influences their wishes and consumption habits.