Children’s perception of TV-advertising: a case study of 3rd
graders in Sweden

Abstract: Since Sweden is a country that has regulations against airing TV commercials
to children, we thought it would be an interesting area to investigate
further. The purpose of this study is to provide a better understanding of
how television advertising affects young children. To reach this purpose,
research questions focused on how children’s perspective on TV advertising in
Sweden be described, as well as how the different types of TV advertisements
to children can be perceived. Based on these research questions, a literature
review was conducted that resulted in a conceptual framework that provided
what empirical data should be collected. In order to collect the data, a
qualitative, case study approach was used. A focus group interview with 3rd
grade elementary school children at Ekberga school in Västerås, Sweden then
took place. The findings of this study reveal that children are affected by
TV advertisements and the more they watch the more they are affected. They
are also highly influenced by peers. Furthermore, their behavior towards
parents and pester power are also affected by their viewing of TV
advertisements. The most memorable commercial advertisement for the children
appeared to be the ones using humor and celebrities. Furthermore children's
ability to distinguish between reality and fiction is possible for this age
group.