Abstract:
This study was undertaken to analyse children's interest in viewing advertisements. An attempt has been made to find out what are the factors that influence children in watching advertisements, what are the reasons for watching advertisements and what are the types of advertisements that interest children the most. A sample of 1000 children of 6-12 years of age across Goa was selected. It was found that it is music and colour that attracts children in the age group of 6-12 from urban and rural areas to watch advertisements. The two prominent reasons for watching advertisement are its entertaining ability and ability to give product information. The type of advertisements that children love the most are chocolate ads and soft drink ads.
