Children and Advertising 2003

What does advertising really mean to young children? To what extent are they influenced by the many messages that they receive each day? Which are the adverts that appeal most, and why? This report looks at children's response to advertising - plus children's own ideas for an advertising campaign. This report comes at a time of intense debate into the regulation of advertising to children, and picks up on the growth in media literacy.


Key findings:

Children have a mature awareness of the role of advertising and its use as a showcase for products, combined with a sophisticated attitude towards advertising as a resource to be used, which they can control, for their own benefit. 


Research details:

  • Discussion groups with children aged between 7 and 11 years
  • Additional data on advertising response from the CHILDWISE Monitor Survey of 1200 children aged 5-16 years
  • 25 pages of detailed commentary plus children's own drawings

To order:

  • The Children and Advertising Report 2003 costs £50 + VAT (£60)
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