CHILDREN'S PERCEPTION OF TELEVISION ADVERTISING IN DIFFERENT AGE GROUPS

Abstract

The article analyses childrens perception
of television commercials, considering early childhood,
preschool, primary, secondary and senior school age.
This study allows to characterise age-related changes in
perception: at an early age it is passion and preoccupation
with what is happening on the screen, with pre-schoolers
it is identification and empathy. The perception of primary
school children becomes more indirect, and they develop a
generalised notion of television commercials. For secondary
school children the perception of advertising is mediated by
understanding the correlation of the plot of the commercial
and the advertised product, so children become more critical.
High-school children continue to estrange themselves from
direct perception of TV commercials, beginning to understand
that they are being manipulated by it.