A review of ten years of research on advertising targeting young children

Year of publication: 2017
Author(s): De Jans, S.; Van de Sompel, D.; Hudders, L. & Cauberghe, V.
Appeared in: Etmaal van de Communicatiewetenschap


A literature review of 138 published academic articles was conducted to provide an up-to-date and comprehensive overview of academic research of the past decade (2006-2016) on advertising directed to children up to twelve years old. We categorized the current literature on advertising and children into five substantial topics: (1) advertising effects (with two subdomains: intended and unintended ad effects) (2) advertising processing, (3) advertising content and characteristics (with two subdomains: advertising formats and strategies) (4) social influences (with two subdomains: parental influences and peer influences) and (5) empowering and protecting children (with three subdomains: disclosure cues, training and regulation). Based on the current review, gaps and under-researched topics are identified, future research directions are proposed and important insights for advertisers and legislators are provided.

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