This is affecting the young minds to a great extent especially when entertainment is interspersed with commercial messages. Adults may be able to develop a rational resistance to this onslaught, but children may not.
The children of non-TV age did not take advertisements seriously. They heard commercials on radio, read advertisements in comic books, children's magazines and outdoor posters. On the whole, adults as well as children cared little for advertisements.
Television changed people/Es perception of advertisements.
For the TV advertiser, children are a very attractive target group to be cultivated. They become a pressure group on parents and parents often succumb to children's demands. Sometimes it takes a form of emotional blackmail.
They are not buyers. According to Wadwalkar (1990)," children are parasite consumers." But, children are potential buyers. They will grow up watching certain brands and kinds of products on television.
Long repetitive exposure causes familiarity. In mass communication, familiarity is rightly considered a prerequisite for persuasion and control, and repetition a principle of persuasion.
TV advertising for children is an investment for the future too. When they turn into buyers they are already oriented towards buying certain brands and kinds of products.
Wadwalkar says, that by taking messages to children, the TV advertiser, at one stroke, has widened the decision making base in the family. No more could adults entirely dictate the purchase of all the different kinds and brands of products. Children cannot be kept entirely out of such decision making.
This concerns not so much the quantum of planned purchase, but the occasional, repeat and impulsive purchases.
Children are fascinated by TV