Online dating advertising revenue
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.
Further investigation is needed to establish the upper age boundary of children who are uniquely vulnerable to televised commercial persuasion as a function of normative developmental limitations on their information-processing capabilities.
Nonetheless, a key conclusion of the task force, which is supported by a strong base of empirical evidence, is that young children below 7–8 years of age clearly lack an understanding of the persuasive intent of television advertising.
However, there is far less research examining whether and at what ages children begin to appreciate that advertising messages are inherently biased or on when children begin to develop strategies to counteract the bias within these messages.
It is clear that both of these abilities are dependent upon the child’s development of the ability to understand the persuasive intent of advertising, meaning that mature comprehension of advertising occurs no earlier than age 7–8 years on average.
In contrast, concerns about advertising that have emerged as a result of new and changing technological capabilities, such as interactive forms of advertising and commercial Web sites targeting children, have yet to attract almost any empirical study.
Consequently, our research review and conclusions are largely confined to more traditional advertising approaches, although we identify the issues in need of further research investigation within our final recommendations.
Second, does exposure to advertising result in consumption of products that are inimical to the health and well-being of children?Commercial appeals to children, however, did not become commonplace until the advent and widespread adoption of television and grew exponentially with the advent of cable television, which allowed programmers to develop entire channels of child-oriented programming and advertising. Many children also have unsupervised access to computers, meaning that much of the media (and advertising) content that children view is in contexts absent parental monitoring and supervision.Opportunities to advertise to children further expanded with the explosive growth of the Internet, and thousands of child-oriented Web sites with advertising content have appeared in the past few years. These two trends—the growth in advertising channels reaching children and the privatization of children's media use—have resulted in a dramatic increase in advertising directly intended for the eyes and ears of children.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 ("Go Bots will be back after these messages") are used.
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.