In both the academic and societal debates, it is widely assumed that cognitive advertising defenses can reduce children's susceptibility to advertising effects. Empirical evidence supporting this crucial assumption is however missing. It is precisely this gap that the present study aims to fill In a survey of 296 children, we investigate whether children's cognitive defenses reduce the relationship between the amount of television advertising they are exposed to and their desire for advertised product categories. Interaction analysis in regression shows that (...) of all the cognitive defense variables, only understanding advertising's persuasive intent was effective in reducing the impact of advertising exposure on children's advertised product desire. However, this only applies to the older children in the sample. For the younger children, understanding the persuasive intent even increased the impact of advertising. (shrink)

A content analysis of 601 commercials was conducted in order to identify the appeals that characterize commercials aimed at children and teenagers. Our findings demonstrated that the use of appeals showed strong age differences and was highly gender-role stereotyped, particularly in commercials aimed at children. The most typical appeals in commercials aimed at male children were action-adventure, sports, and play, whereas commercials aimed at female children emphasized nurturing, physical attractiveness, friendship, and romance. Having the best, competition, and achievement were the (...) dominant appeals in commercials aimed at male teenagers, whereas romance, sexuality, and belonging to a group were emphasized in commercials aimed at female teenagers. (shrink)