Younger children have different understandings of advertisements they see on TV, in comparison to older children. All children can be influenced and persuaded by the advertisements they see. A study by Moore and Lutz questioned children about TV advertisements and found how young and older children's understanding of advertisements differs.
Younger children are influenced by what they see and do not have as much understanding of the message behind the advertisement. They are more trusting and believe that the product shown in the advertisement will be exactly how it is show on TV if they were to buy it. An advertisement may show children having fun playing with a new toy; when young children see this they expect that they will have that much fun too if they were to purchase that toy. Surroundings of the product shown in the advertisement also influence how young children view the advertisement. A colourful, fun environment will capture their attention and make the advertisement more memorable to a young child. Young children view advertisements as a form of entertainment; they are often able to enjoy advertisements similarly to how they would enjoy a TV programme. Advertisements also help young children to discover new products that they want and, as found in the study, young children use advertisements to create lists of things they want and wish to own in the near future.
Older children are better able to understand the meaning behind advertisements and can recognise certain aspects of the advertisement, which influence their purchase decisions. They can acknowledge that things aren't exactly as they are depicted in the advertisement, so their expectations, if they were to buy what is being advertised, are more realistic. Older children recognise that humour, music and action are used to capture their attention, as well as helping them to remember the advertisement. Older children enjoy advertisements that they find entertaining, regardless of whether they are interested in what is being advertised, unlike young children who are more likely to be interested only in advertisements that show things they themselves want or have. Older children look at what is being communicated and are able to focus on the product itself.
Source: Wiki
