THE IMPACT OF COMMERCIAL COMMUNICATION ON CHILDREN'S BEHAVIOUR: A LITERATURE REVIEW AND OPPORTUNITIES FOR FUTURE RESEARCH

摘要

The intention of the authors of this article is to present a succinct review of the effects of television advertisements on children's behaviour. In addition to this, they try to highlight certain limitations and the problematic nature, typical of much of the research examining the impact of television advertising on the attitudes and behaviours of children. Ultimately, they make some useful recommendations for future studies aimed at investigating these themes.