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Author
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Ajda Kuhar & Lucija Zohar
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Year
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2023
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Publisher
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This master’s thesis explores parents’ views on advertising directed at children through digital media. It examines how parents perceive the influence of advertising on children’s behavior, consumption habits, and attitudes. The study also investigates parents’ awareness of digital advertising techniques and their concerns about children’s exposure to marketing messages online. The research highlights issues such as ethical concerns, persuasion techniques, and the vulnerability of children as consumers. Findings suggest that many parents are worried about the growing presence of digital advertising and its potential impact on children’s development and decision-making. The thesis emphasizes the need for greater regulation, parental guidance, and media literacy to help children critically understand advertising messages.
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Abstract
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This thesis explores parents’ views on advertising directed at children through digital media. It examines how parents perceive the influence of advertising on children’s behavior, consumption habits, and attitudes. The study also investigates parents’ awareness of digital advertising techniques and their concerns about children’s exposure to marketing messages online. The research highlights issues such as ethical concerns, persuasion techniques, and the vulnerability of children as consumers. Findings suggest that many parents are worried about the growing presence of digital advertising and its potential impact on children’s development and decision-making. The thesis emphasizes the need for greater regulation, parental guidance, and media literacy to help children critically understand advertising messages.
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Language
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English