TV ADVERTISING AND ITS INFLUENCE ON CHILDREN BRAND PERCEPTION RESULTS OF QUALITATIVE STUDY

Abstract

The paper seeks to explore children responses towards TV commercials and brands presented. It examines the impact of advertisement on children’s perception that varies with their age. Present study was based on a focus group survey with 30 children chosen from different schools in city of Lodz. The study demonstrates that children have a negative opinion on the advertisements regardless of their age. However, children are exposed to the advertisements all the time and present an impressive awareness of the advertised brands, goods and commercials itself. As a result, they often create images of the products and logos in their minds based on what they saw on TV. It was noticed that older children are more independent taking also their personal experience into account whereas younger rely rather on somebody else’s comments. Although the research has reached its aims, the limitations related to the size of the interview group occurred.

Keywords

• TV advertising
• children’s perception
• consumer behavior