background

• the effects of tv advertising on children are complex. they occur depending on several factors such as the age of the child, features of the ad and the nature of the product.
• patti Valkenburg (2004)


  we can distinguish between the intentional and unintentional effects of advertising.

  • intentional effects are what ads are designed to produce, such as greater brand awareness and preference for one product over another
  • unintended effects are almost always negative, such as an increase in materialistic attitudes, parent-child conflict, dissatisfaction and unhappiness
  • e.g. food advertising and childhood obesity
• ward and wackman


  brand awareness
• holden

  parent child conflict
• robertson


  dissatisfaction and unhappiness
• stereotyping in advertising

  1. boys active and girls passive
  2. types of toys
  3. the language used