DECIPHERING THE IMPRESSION OF ADVERTISING THROUGH CHILD ART

Setu Sharma,Ujjvala M Tiwari

doi:10.29121/shodhkosh.v2.i2.2021.55

Abstract

The easier and expressive forms of child art are scribbling and drawing. Drawing made by children, mirror their personality and understanding of their cultural environment. It also helps them in expressing their feelings, emotions, preferences, likes, dislikes, fears, joy, and so on. Sometimes the art and drawing unveil information which they do not express through verbal or written communication. In this digital era, children get exposed to a lot of advertisements through various media. Some of these advertisements have a long-lasting impact on them. The advertised message or some visuals of the advertisement may remain in their conscious or subconscious memory. Advertisers also make efforts to ensure that their message retains in the memory of young prospects. Because when these prospects make the buying decision, the probability of it being in the brand’s favour increases. Advertising has a huge influence on the young, tender, and impressionable minds of the children. It reflects in their action and personality. In this research study, I tried to understand the impact of advertisements on children through deciphering their drawings. The children under this research study are from the age group of 8 to 12 years. Their drawings were studied to understand the impression of advertisements on them. The result shows that the advertisements have a noticeable impact on the children which is visible in their drawings.

Highlights

Children learn a lot through observing and imitating others in their surroundings
The understanding of advertising messages and brand value starts to develop in children during their middle childhood, around the age of 7 to 13 years
Drawing is an activity which is full of fun and enjoyment for children

Summary

INTRODUCTION

Children learn a lot through observing and imitating others in their surroundings. Once they develop neat pincer grasp somewhere around the age of 12 to 15 months, they start scribbling by imitating others. The understanding of advertising messages and brand value starts to develop in children during their middle childhood, around the age of 7 to 13 years. During this age, the role and importance of peers increases. The preferences of the peers influence their decisions At this age child starts understanding the concept of social importance. Advertisers collect information from children to enhance their products which leads to better experience, as it is based on their direct feedback It remains in their long-term memory which increases the probability of them being brand loyal in future. The information revealed through their drawings shows a noticeable impression of advertisement which usually goes unnoticed

UNDERSTANDING CHILDREN’S DRAWING

IMPRESSION OF ADVERTISING

METHODOLOGY

CONCLUSION

Findings

REFRENCES