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Posted: January 2nd, 2024
Cognitive Development and Advertising
Two important information processing tasks are required for any person to achieve a mature
understanding of advertising messages. First, the individual must be able to distinguish between
commercial and noncommercial content. In other words, an individual must be able to differentiate the
ads from the programs. Studies of children indicate that those below the ages of 4–5 years do not
consistently distinguish program from commercial content, even when program/commercial
separation devices ("GoBots will be back after these messages") are used. As children reach the age
of 4–5 years, they typically perceive a categorical distinction between commercials and programming,
but primarily on the basis of affective ("commercials are funnier") or perceptual ("commercials are
shorter") cues only.
The second essential cognitive task involved in a mature comprehension of advertising is the
ability to recognize the persuasive intent of advertising and to apply that knowledge in the child’s
understanding of the advertising message. In other words, mature persuasive intent comprehension
involves not only the recognition that the advertiser has a perspective different from the viewer and
that advertisers intend to persuade their audience to want to buy their products, but also that such
persuasive communication is biased, and that biased messages must be interpreted differently than
unbiased messages.
Basic developmental research on egocentrism and perspective taking, along with a great
deal of evidence specifically examining developmental differences in the comprehension of
persuasive intent within advertisements, establishes clearly that most children younger than 7–8
years of age do not recognize the persuasive intent of commercial appeals. However, there is far less
research examining whether and at what ages children begin to.........
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