chapter  2
10 Pages

Advertising targeting children

ByFariba Esmaeilpour, Mitra Shabani Nashtaee

Food and beverage products are heavily marketed to children and youth. Children were considered and treated as consumers even before there was any research to systematize knowledge about their commercial behavior and desires. To build the children’s world, many practitioners such as retailers, store buyers, manufacturers, and advertisers observed and attended to reports about the behavior of mothers and children. The growth rate for food and beverage products targeted to children and youth was greater than the growth rate for food and beverage products targeted to the general market. A new investigation of children’s attitude toward advertising seems necessary, especially in the current era where children have obtained more power in the consumption area and have been surrounded by advertising targeting children. In order to understand how children process advertising information, the nature of advertising to children should be examined.