Can Children Understand the Intent of Ads?
Media saturated preschoolers easily associate Ronald McDonald with burgers and fries and recognize the Keebler Elves on their favorite box of cookies. Witnesses to a young child’s temper tantrum on the cereal aisle might be quick to point to marketing pressure that persuaded the child to demand a box of frosted sugar goodness. However, children up to a certain age cannot comprehend that Tony the Tiger wants them to buy a box of Frosted Flakes. While children may want the box with the tiger, they don’t have the cognitive skills to understand that Tony is a savvy marketer. Researchers know that an important social milestone in childhood development is the child recognizing the intent of advertising, but defining the age that occurs can be difficult. Knowing when children become vulnerable to advertising helps regulators protect children from marketing pressures, and recent research shows that children may be influenced by advertising earlier than previously thought. A recent study by Dr.
