P/M/815. Undergraduate Dissertation. Advertising to children

The dissertation investigates television advertising directed at children discussing its controversial character. A critical review of literature touches on the issues of TV advertising in the UK and in Finland, children’s consumer behaviour, children’s perceptions of advertising, unhealthy foods’ advertising, UK and Finish regulations of advertising aimed at children, etc. A cross-cultural case study is conducted to determine parents’ attitudes towards television advertising aimed at children. The methods of primary research are used including a quantitative survey research and analysis of data collected through a questionnaire. Conclusions are made about cross-cultural similarities and differences in the attitudes towards advertising to children.