Advertising is child’s play

Miles Hanson, in his letter, (MW December 14), questionned why anyone would want to advertise to children if they don’t understand the difference between advertising and programming.

Surely that’s exactly why companies would want to advertise to them. The advertising becomes subliminal and therefore has a much more powerful effect. Although I find it a little sad that Swedish parents need protecting against their potentially nagging children. I just say no.

Children can discern the difference between advertising and programming. Ads are things that get in the way during Pokémon. In fact, in multi-channel households I’m sure ads actually generate channel switching among younger children.

I have had less pressure to buy the latest Action Man since we had cable fitted. The question is therefore: is TV advertising an effective marketing tool in the modern household where children (who may not know what is being advertised to them) do know what ads are?

David Hodson

Mind The Gap

London WC2

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