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Advertising is everywhere around us. Every day a large amount of commercials and adverts is influencing us regardless of the fact whether it is from TV, the internet or magazines. We also can see advertising in shops and on the streets. Children are becoming a popular target of traders and therefore this thesis is focused on the impact of advertising on children. The goal of the thesis is to analyse the impact of advertising on children attending the primary school and the nursery school, then to find out how children perceive advertising and how they are influenced by it depending on their age and gender. The thesis is divided into two parts. The theoretical part concentrates on advertising, the consumer behaviour and the segmentation of the market. The last chapter focuses on the specifics of children´s segment, methods of addressing children and the end of this part is dedicated to the regulation of advertising in relation to children. The practical part concerns my own survey which was carried out in the form of group discussion with pres-chool children, questionnaire among pupils and online questionnaire among parents.

The armchair social scientist will notice that individuals frequently refer to consumption that occurred in childhood. Books, toys, movies, cartoon characters, and even favorite foods are just a few examples of these childhood consumption referents. In her now well-cited and classic study on 15 different consumer-brand relationships, Fournier (1998) identified individual's relationships with childhood consumption referents and called them childhood friendships. Nevertheless, there is a relative dearth of consumer research exploring effects of marketing that begin in childhood and extend into adulthood, what functions childhood friendships might serve, and what consequences there might be to these relationships. In my dissertation, I aim to contribute to the consumer psychology literature with two separate essays pertinent to childhood friendships. In the first essay, I explore the meaning of these relationships and the functions they serve in consumer identity throughout the life cycle. In the second essay, I examine effects of early childhood brand relationships on biased judgments and decision-making.

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Thesis (M.A.)--Liberty University, 2007.

Thesis (Ph. D.)--Florida State University, 2006. / Advisor: Tom Anderson, Florida State University, School of Visual Arts and Dance, Dept. of Art Education. Title and description from dissertation home page (viewed June 13, 2006). Document formatted into pages; contains x, 196 pages. Includes bibliographical references.

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by Lau Yuet Ming, Marianne. / Thesis (M.A.Ed.)--Chinese University of Hong Kong, 1988. / Bibliography: leaves 119-129.

University of Macau / Faculty of Social Sciences and Humanities / Department of Communication