Australian Council on Children and the Media

Children's values are being shaped by TV ads April 18, 2013

A new study from the Netherlands suggests that children's values are being shaped by their exposure to television advertising. The study of 466 Dutch 8- to 11-year-olds found that exposure to television advertising exacerbates children's desire for material things, and that this desire gradually leads them to equate consumer goods with happiness and success.

The study by researchers from the University of Amsterdam, published in the journal Communication Research, surveyed the children in October 2006 and then again one year later. On both occasions, they were asked three sets of questions.

Opree, S et al (2013) Children’s advertising exposure, advertised product desire, and materialism: A Longitudinal Study. Communication Research, Published online before print March 7, 2013, doi: 10.1177/0093650213479129