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Abstract

The issue of 1V advertising and children has always been quite controversial. From I the early 1970s until now, hundreds of studies have been conducted on this topic. Some of these studies are based on the observation of children in experimental situations. By their use of a non-verbal research method, these studies have the advantage of avoiding misrepresentation caused by some children's verbal skills when responding to verbal tests.2 The disadvantage of this type of experimental research, however, is that the real-life validity of the results is sometimes quite low: the skillfully constructed research-experiments In which children's short-term reactions to Individual stimulants (such as 1V ads) are measured, do not always represent the real life situation in which the child Is influenced by a great many factors - 1V advertising being only one of them. Similarly, research data based on the actual questioning of children should be treated with caution, since younger children especially misunderstand the questions, lack the verbal techniques to provide an adequate answer, or are simply intimidated by the presence of the researcher.

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