Examining the nature of Australian child-directed magazine advertising

Children are exposed to advertising for a wide range of products and services. While previous researchers have focused on food advertising, this paper aims to provide a more holistic evaluation of child-directed advertising. Specifically, this paper examines the nature and appeals used in Australian child-directed magazine advertising, irrespective of product category. Content analysis of full-page advertisements contained in two popular children’s magazines was undertaken. Results showed that the majority of advertisements contain informational elements and employ fun and fantasy appeals. It was also found that maleoriented advertisements were more active and aggressive than female-oriented advertisements. It is suggested that the results of this research will interest policy makers as well as parents and teachers who often endorse magazine readership.