A study on the impact of advertisement on kids with special reference to confectionery products

The susceptibility of children to advertising has been a topic of social and political discourse for several years. Children (up to 12 years old) are considered more susceptible to advertising and, thus, more responsive to its effects compared to adults. The reasoning for this prevalent belief is that children's advertising literacy is underdeveloped, rendering them less adept at identifying advertising's allure and critically assessing it. This article examines the treatment of children as susceptible customers in advertising studies during the last forty years. This research used a sample size of 100 kids aged 9 to 12 years. A descriptive as well as analytical research approach was used. The used methodology is quantitative research using probability sampling. The research provided valuable insight into the decisions made by kids when purchasing products after seeing television advertising.