How Media and Family Build Children's Persuasion Knowledge

The changing media landscape alters media use and advertising exposure, which impacts advertising literacy. We investigate socialization forces (media, family) on advertising persuasion knowledge in preschool children. Findings from in-depth interviews with 29 parent–child dyads revealed prevalent on-demand mobile media use with less live commercial TV viewing and parental co-viewing. Preschool children are exposed to fewer commercials in their home yet are still exposed to advertising messages outside the home, which parents view as having powerful, direct effects on their children. Our data reveal perceptions of children's coping effects, as well as parental strategies for addressing advertising for their children. Future research related to the nature of parents' persuasion knowledge and advertising literacy discussion among their children is advised.