How advertising influences children – MDZ Online

Before the contact with media, building images in which the concepts of violence, discrimination and competitiveness are hidden.

Researchers of communication sciences at the University King Juan Carlos (URJC) have conducted a study that concludes that mental images generated by children with commercials influence their perception of the world. The sample has been made for young audiences aged between nine and eleven years.

The work was recently published in the journal Keyword, University of La Sabana, indexed in major scientific databases international communication.

This empirical research with 150 children from the Community of Madrid confirms that the memory of the mental image varies in children according to mode of presentation of the stimulus, ie, the iconic force image, the degree of realization of a word or a sound reference, according to the different capacity of vividness of mental picture of each child.

Professor Isidoro Arroyo Almaraz, principal investigator of the study and Dean of Communication URJC explains that “children and adolescents generate mental images after seeing an ad, as they do after watching a TV show, a movie at the cinema or having played a videogame. These images are built from verbal speeches, images, body gestures and faces of the characters, as well as sounds and soundtracks. “

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In this way, children and adolescents, at the contact with these media, build a network of mental images in which the concepts of violence, discrimination and competitiveness also hide .

The article discusses this idea from three: the attention that children ads, generating stimulus messages and the different vividness and duration of mental images generated

This study concludes that the extension of these effects on children through mental images depends on their age, capacity development of thinking, the presentation of content and personal differences in ability to image vividness.

In short, the children get the emotion aroused by the excitement of the senses and that emotion leads him to imitate these behaviors

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