From Sugar-Plums to Bratz Dolls and Cell Phones: Children’s Christmas Wishes and Advertising

• In Event: From Babies to Teens…Advertising, News Adoption, and Learning

Abstract

Media and marketing have become second nature to children, especially during the holiday season. For this study, surveys of 194 children in Kindergarten through 6th grade were completed exploring their Christmas wishes, and their viewing habits. Results indicate that almost half of the children (46.9%) asked for at least one advertised or branded item, girls consistently made more requests for advertised items than boys, and older children asked for fewer advertised items than younger children.

Author

• Nancy Jennings, Univ of Cincinnati