Arab Journal of Administration المجلة العربية للإدارة


In recent years, the debate on the effect of advertisements targeting younger generations, between academics, policy makers and marketers, has increased (Salami, 2001), (Moniek, 2003), (Story & French, 2004), (Arnas, 2006), (Calvert, 2008), (Kirmani & UI-Hassan, 2008), (Aysen & Scott, 2010), (Bakir & Vitell, 2010), (Ferguson, 2011). One of those effects is child-learning the consumptive behavior through an influencer or motive, which may be internal or external. Such Influencers or Motives can drive the child towards a particular goal (Ghonaimi.2010). It is widely accepted that that television is an effective factor in socialization development, and it is the most powerful media for reaching a large group of consumers, especially children (Khandai & Agrawal, 2012). Television advertisement is one of the basic five factors (friends - parents - Shopping – brand name) of socialization development that affect child consumption. However, TV Ads are the highest influential on child’s socialization development and contribute in a child’s consumptive behavior (Dotson & Hyatt, 2005). Such a strong impact is the outcome of the information content that the child is exposed to, which affects his perceptions and attitudes, and creates a desire for consumption. Moreover, the rapid growth in the number of television stations and Web sites induced marketing efforts targeting children and youth, as they are the early adopters of technology innovations, and influenced the whole family purchasing decision. Accordingly, the current study examines the role of television advertising as one of the entrances of socialization development in a child’s learning consumptive behavior, during his/her late childhood; by studying various aspects of the advertising process as one of the entrances of child socialization development.