• 대한가정학회지
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• 제43권1호
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• pp.203-223
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• 2005

TV advertising(TV ad.) to children consumers is a useful method for both business and consumer socialization of children. The object of this study was to see if children could put TV ad. to practical use as a tool for purchasing information and as a learning method. For these purposes, the contents of TV ad. to children consumers were analyzed and their influence on children researched. Based on the findings of this study, it is suggested that TV ad. toward children consumers should be regulated and regulatory guidelines for children's ad. developed to create a better environment for children consumers.