Keywords: media education reklama consumerism children marketing

KMT 2012 nr 2 Download PDF

Aleksandra Gralczyk

Weak points in the development of children as an object of manipulation of marketers

Cite: Aleksandra Gralczyk, Słabe punkty w rozwoju dzieci jako przedmiot manipulacji marketingowców, "Kultura - Media - Teologia", 2012( 9) nr 2, s. 54-68.

Advertising Specialists and Marketers more and more frequently treat children as an object of interest, as the specialists perceive children as a group of consumers with great potential. Marketers and Advert Specialist make efforts to become acquainted with children’s psyche as well as their cognitive and emotional behavioral changes. Specialists observe also young people consumer behaviour and their reaction to strategies used in advertisement. In this paper are presented growth phases of children between the age of 7 to 15 and weak points in children development that marketers take advantage of. Additionally author discusses a process of learning consumer behaviour by children.

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