ON THE ISSUE OF THE IMPACT OF ADVERTISING ON THE CHILD: THEORY AND PRACTICE

UDC 669.713.7
DOI: 10.36871/ek.up.p.r.2022.04.01.022

Authors

Evgeniya Yu. Kolobova,
St. Petersburg State University of Film and Television, St. Petersburg, Russia
Maria S. Varenik,
Lomonosov Moscow State University (MSU) Moscow, Russia

Abstract

Children constitute a category of consumers who are extremely vulnerable to advertising messages due to their psychological immaturity, on the other hand, the child is the preferred subject of advertising and marketing strategies, since children also appear to be the most active catalysts of the shopping process. Therefore, it is relevant to investigate the question whether children's knowledge of the market, market mechanisms, ways of influencing advertising on consumers is the basis for the formation of conscious needs in children of certain categories of goods, or even when understanding these phenomena and processes, children still have an unconscious need to desire to own a particular product.

Keywords

children, advertising, consumer, message, impact