Children and Commercials:

Abstract

The paper examines the issues underlying the debate over television commercials directed at children from the perspectives of both the proponents and opponents of regulation, drawing a distinction between what research can tell us about the consequences of children's exposure to commercials and value judgments about those consequences inherent in making policy decisions. Following a brief review of empirical studies concerned with the general impact of commercials on children, the paper turns to a closer examination of research concerned with developmental changes in children's processing of and responses to commercials. It argues that the persuasive nature of the commercial renders it a special case which children do not fully understand until the age of about seven years. Strategies that might increase children's understanding of the nature of commercials, hence might moderate the impact of commercials, and that can be employed in the school, in the home, or via television itself, are suggested.