Advertising, Viewer Age and

Infants and Toddlers (Ages 0–2)

Research suggests that the first stage of consumer development occurs at a very young age. Infants can express their interest in particular sounds, smells, and tastes and even in television programs by 4–5 months of age. They also begin to be socialized as consumers through observation of their parents and caretakers while shopping. Scholars suggest that children begin to ask for products from parents between the ages of 18 and 24 months; however, they are still learning their roles as consumers and lack the facilities to fully comprehend the selling intent of advertising.

Preschool (Ages 3–4)

Research suggests that the second stage of consumer development begins for children as they enter the preschool years (ages 3–4). Studies indicate that some preschoolers recognize cartoon trade characters such as Mickey Mouse, although this skill increases with age. Moreover, preschoolers begin to become attached to characters they see on television. Research indicates that some preschoolers are able to distinguish commercials from TV programs, an early step in understanding advertising content; however, studies indicate that this skill is more commonly acquired around age 5.

As developing consumers, preschoolers begin to learn which stores have items that are of interest to them, and in some instances they are allowed to make purchases in the presence of their parents or caretakers. However, studies indicate that parents of preschoolers experience in-store parent-child conflict when they deny purchase requests. This may be a result of preschoolers' limited ability to be distracted from tempting products.

Early Elementary (Ages 5–8)

Research suggests that the third stage of consumer development begins as children enter elementary school. Children begin to make choices and purchase items. Research indicates that children make their first purchases without parental supervision between the ages of 5 and 7. Studies indicate that children become increasingly able to resist temptation and have begun to hone their negotiation skills with parents.

Research suggests that children must take a number of cognitive steps in order to understand the intent of commercials. The first step is to identify commercials and distinguish them from program content. Studies indicate that, by age 5, most children are able to distinguish commercials from television programs, but [Page 56]their distinctions are very rudimentary. For example, in Scott Ward's (1972) study, young children indicated length (“commercials are shorter than programs”) and placement (“before or after show”) as the discriminating factors between commercials and programs.

Other steps would involve being able to discern the persuasive intent of advertising and recognize bias. Research suggests that the majority of children are able to articulate the selling intent of advertising by the third grade. As children become aware of the persuasive nature of advertising, they develop the ability to recognize bias and deception in advertising and develop skeptical or negative attitudes in regard to advertising. A consistent finding of the research indicates that, as children mature, they like commercials less and less, and they become less trustful of advertising messages. Studies indicate that children become less entertained and more irritated by commercials. This may result in the development of attitudinal defenses when they encounter advertising content. However, research suggests that these defenses may not be effective after a period of heavy exposure to advertising for toys and games, such as the pre-Christmas season.

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