Behavioral and Cognitive Effects of Advertisement on Children - Research Paper Example

The advertisement has considerable effects on the adult consumer (Moniek, 2000). These range from the adjustment of lifestyle increased consumption amongst others. But perhaps the greater influence or effects of these practices is to be found among the children, especially those who are below the age of fifteen years (Robertson, 2006). There has been a rise in the number of advertisements and other commercials that are targeted at the child consumer. Producers have awoken to the fact that there is a whole basket of unexploited consumers out there amongst the children (Ugur & Abdalla, 1993).

That is why they have come up with adverts that tailored for this specific consumer. Apart from these commercials that are targeted specifically at them, children also fall prey to the advertisements that are targeted at their parents or for adults in society (Moniek, 2000). This has raised concerns about the effects of advertising on children. These effects range from behavioral, psychological and cognitive. This literature review is going to examine these effects and whether they are positive or negative.

The extent of these impacts will also be examined. 1.1: Objectives of the Literature ReviewThe writer will be guided by one major objective throughout the literature review: The psychological and behavioral impact of advertising on children. The analysis will be those advertisements that are targeted at the child consumer and also those that are targeted at the adult consumer but in one way or the other, the children become exposed to them (Viroqua, 2008).