Nevenka Popović Šević, Aleksandar Šević, Radmila Živković

DOI Number
First page
Last page


Nowadays children are highly influenced by advertising messages, most notably for their naivety towards the outside world, the absence of critical attitude and non-possession of appropriate information about the advertised product. The aim of this study is to examine the impact of audio-visual and print advertising in the creation of materialistic values and conflicts of parents with younger and older elementary school children. The sample consists of 338 pupils from primary schools in Belgrade and 158 parents of children included in the study. A survey with multiple choice questions and the Likert scale has been applied. It has been partially confirmed that the exposure to an advertising message inevitably leads to a conflict between the child and a parent (primarily due to the increased number of requests for children who would like to possess the previously advertised products). The results also show that exposure to the advertising message causes a child to frequently request parents to purchase desired products (which is important for the determination of the degree of child depression facing the lack of buying the desired product). Finally, advertising aimed at the youngest ones stimulates and increases the materialistic values in children. The above-mentioned negative effects of advertising to children can be minimized by better legal framework, intensive monitoring and control of commercials, greater responsibility of the media and the introduction of media literacy into the educational process.


advertising influence, school - children, materialism, persuasion, consumer marketing.

Full Text:



Atkin, C.K (1980). Effects of television advertising to children. In E. L. Palmer & A. Dorr (Eds), Children and the faces of television: Teaching, violence, selling (287–305). New York: Academic Press.

Austin, E.W., Chen, M., & Grube, J.W. (2006). How does alcohol advertising influence underage drinking? The role of desirability, identification and skepticism. Journal of Adolescent Health, 38(4), 376–384.doi:10.1016/j.jadohealth.2005.08.017

Baiocco, R., D'Alessio, M., & Laghi, F. (2009). Discrepancies between parents' and children's attitudes toward TV advertising. The Journal of Genetic Psychology, 170(2), 176–191.doi: 10.3200/GNTP.170.2.176-192

BFD (2005). Prioritizing children and youth. The governmental aims and areas of efforts in the public budget 2005, The Ministry of Child and Family Affairs.

Buckingham, D. (2011). Material Child, Polity Press, USA.

Crnobrnja, S.(2010).Estetika televizije i novih medija [The Aesthetics of Television and New Media], Beograd, Multimedija Clio.

Duff, R. (2004).What advertising means to children.Young Consumers, 5(2), 41–50.doi: 10.1108/17473610410814157

Flavell, J.H. (2000). Development of children’s knowledge about the mental world. International Journal of Behavioral Development, 24(1), 15–23.doi: 10.1080/016502500383421

Gbadamosi, A., Hinson, R.E., Tukamushaba, E.K., & Ingunjiri, I. (2012). Children’s attitudinal reactions to TV advertisements, The African experience. International Journal of Market Research, 54(4), 543–566.doi: 10.2501/IJMR-54-4-543-566

Gunter, B., Oates.,& Blades, M. (2005). Advertising to Children on TV: Content, Impact, and Regulation, Lawrence Erlbaum Associates, Mahvah, New York.

International Chamber of Commerce (2011). Advertising and Marketing Communication Practice Consolidated ICC Code, Document No. 240-46/660.

Kasser, T. Ryan, R.M., Couchman, C. & Sheldon, K.M. (2004). Materialistic values: Their causes and consequences. In T. Kasser, & A. Kanner (Eds), Psychology and consumer culture: The struggle for good life in a materialistic world (pp. 11–28). Washington, DC: American Psychological Association

Kuhn, D. (2000). Theory of mind, metacognition and reasoning: A life-span perspective. London, Psychology Press.

Lawlor, M.A. & Prothero, A. (2007), Exploring children’s understanding of television advertising – beyond the advertiser’s perspective. European Journal of Marketing, 42 (11/12), 1203–1223.doi: 10.1108/03090560810903646

Lemiš, D.(2008). Deca i televizija – globalna perspektiva [Children and Television - A Global Perspective]. Beograd, Clio – biblioteka Multimedija.

Matović, M.(2012). Zloupotreba dece u reklamama [Abuse of Children in Advertising], LINK – časopis za profesionalce u medijima, 105(XI), 11.

Milutinović, J. (2013). Socijalni rekonstrukcionizam i globalno obrazovanje. [Social Reconstrucionism and Global Education]. Teme, broj 2, (april–juni), 517–533.

Mukheri, J. (2005). Maternal communication patterns, advertising attitudes and mediation behaviours in urban India, Journal of Marketing Communications, 11(4), 247–262. doi: 10.1080/13527260500167223

Pine, K.J., & Veasey, T. (2003), Conceptualising and assessing young children’s knowledge of television advertising within a framework of implicit and explicit knowledge, Journal of Marketing Management, 19(3/4), 459–473.doi:10.1080/0267257X.2003.9728219

Pollay, R.W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18–36. doi:10.2307/1251597

Potts, E., Belden, A., & Reese, C. (2008). Young adults’ retrospective reports of childhood television viewing. Communication Research, 35(1), 39–60. doi: 10.1177/0093650207309361

Robertson, T.S. (1979). Parental mediation of television adverting effects. Journal of Communication, 1, 12–25,

Roedder, J.D.,& Lakshmi-Ratan, R. (1992). Age differences in children’s choice behavior: The Impact of Available Alternatives. Journal of Marketing Research, 29(2), 216–226.doi: 10.2307/3172571

Rozendaal, E., Buijzen, M., & Valkenburg, P.M. (2010). Comparing children’s and adults’ cognitive advertising competences in the Netherlands. Journal of Children and Media, 4 (1), 77–89. doi: 10.1080/17482790903407333

Rozendaal, E., Buijzen, M., & Valkenburg, P.M. (2011). Children’s understanding of advertisers’ persuasive tactics. International Journal of Advertising, 30(2), 329–350.doi: 10.2.S01/IJA-30-2-329-350

Sharma, R.W, & Dasgupta, P. (2009). Marketing to children: a planning framework. Young consumers, 10(3), 180–187. doi: 10.1108/17473610910985991Solomon, M.R. (2014).Consumer behaviour: buying, having, and being. Saint Josephs University, Prentice Hall.

Soni, P., & Singh, R. (2012). Mediation of TV advertising to children. Society and Business Review, 7(3), 244–259.doi: 10.1108/17465681211271323

Tjurou, Dž. (2012).Mediji danas – Uvod u masovne komunikacije [The media today – Introduction to mass communication]. Beograd, Multimedia Clio.

Valkenburg, P.M., & Buijzen, M. (2005). Identifying determinants of young children’s brand awareness: Television, parents, and peers. Applied Developmental Psychology, 26(4), 456–468. doi:10.1016/j.appdev.2005.04.004

Wulfemeyer, K.T. & Mueller, B. (1992). Channel one and commercials in classrooms: Advertising content aimed at students. Journal and Mass Communications Quarterly, 69(3), 724-742, doi: 10.1177/107769909206900320

Young, B.M., de Bruin, A., &Eagle, L. (2003). Attitudes of parents toward advertising to children in the UK, Sweden and New Zealand, Journal of Marketing Management, 19 (3/4), 475–490.doi:10.1080/0267257X.2003.9728220



  • There are currently no refbacks.

© University of Niš, Serbia
Creative Commons licence CC BY-NC-ND
Print ISSN: 0353-7919
Online ISSN: 1820-7804