Advertising Food to Children — Dispelling the Myths

Abstract

This paper explores some misconceptions about children's advertising, in the context of food brands. It concludes that children are in essence ‘mini‐adults’, both in their approach to food, and to advertising generally. It illustrates children's sophistication about advertising, but concludes that it is essential to create a rounded ‘brand experience’ beyond any single communication channel.

Citation

Buss, N. (1999), "Advertising Food to Children — Dispelling the Myths", International Journal of Advertising and Marketing to Children, Vol. 1 No. 1, pp. 11-14. https://doi.org/10.1108/eb027589