Advertising directed toward children has been a concern for marketers, researchers and policy-makers for decades. The attention and concern is not without justification. Children see a great deal of advertising. Moore and Lutz (2000) reported that children in the age range of six to fourteen see an estimated 20,000 advertisements each year.
Advertising practitioners recognize this and are more than willing to target children.
Advertisements are known to have an impact on children, both consumption-related and unrelated to the product advertised. Increasing attention has been focused on the impact of advertising on children which is not directly related to the product. Advertisements have been linked to children’s self image, self concept, motivation and performance.
Of increasing concern is the impact of role models in advertising on children.