1-3 Whether or not kids understand
the motive behind advertising
4 The reason why advertisers are trying harder
to market directly to children
The children's pocket money market
5-7 Selling to children has become big business.
And advertisers want to make it as scientific as possible
International Journal of Advertising
8-9 Regulations in most countries specifically to protect the child customer
10-11 The backdrop to today's research on case and advertising is the cognitive theory
Between two and seven years old， children are in the preoperational stage
After seven children into the concrete operational stage
They had no clue as to the motives behind the media until well into the concrete operational stage
13-16 Ironically, some psychologists who might usually be more comfortable arguing against the sales pitches to children have had to concede that they are shrewder than they once supposed
Jeffrey Goldstein: too stringent
Henry Wellman: Not fid the modern children
17-18The limits of Piaget's studies
He based most of his key ideas on observations of his own children, whose upbringing was very sheltered
His study also suffered from a problem. How do you get the children to make explicit what may be an implic understanding
19-26
1. Many six year olds only have a limited understanding of what ads are trying to achieve
2. Four year olds have some implicit understanding of advertising's goal
3. One study of girls and boys aged 7 to 11 found the children to be not only knowing but dismissive of TV ads
27 If advertisers really knew how to sell to children, they wouldn't be doing that
