AUTHOR
Nilsson, Jennie

DATE
2003-02-26

DEPARTMENT
Business Administration and Social Sciences / Industrial Marketing

SUMMARY
TV-advertising for children has been a subject under discussion for a while and it still is. The area is regulated by several laws and regulations, but children of today are despite that reached by advertising aimed and meant for them, this mostly through satellite channels which is not covered by the Swedish law against this. Since advertising has become a part of every child’s daily life it is not so strange that they have opinions about this. The children’s opinions are partly rendered in this report, which purpose is to investigate children’s opinions concerning TV-advertising. The attention of children is not just dedicated advertising directed towards them, they are also reached by advertising designed for adults. To get a picture of the children’s opinions, focus groups has been held with those in preschool and all classes up to sixth grade at Östmarksskola in Sweden. A lot of what the children mentioned could be found in the theory, for example that they considered humor as being an important part of advertising.

ISSN 1404-5508 / ISRN LTU-SHU-EX--03/043--SE / NR 2003:043