EXPLORING HOW PARENTS INFLUENCE THE VALUES PROMOTED IN ADVERTISEMENTS FOR GAMES AND TOYS
EXPLORING HOW PARENTS INFLUENCE THE VALUES PROMOTED IN ADVERTISEMENTS FOR GAMES AND TOYS

Summary/Abstract: Parents have the authority to determine which games and toys are suitable for their children, and this decision is influenced by various factors. Initially, parents take into account the marketing aspects of the games or toys. Simultaneously, they also consider their children's preferences. A study involving 336 parents in Romania utilized a questionnaire to delve into their viewpoints regarding the choice of games and toys, as well as the role that advertising plays in shaping their decisions. Preliminary findings from this research indicate that materialistic tendencies might stem from within the family. Additionally, advertisements are perceived as overly aggressive, which is a widespread concern, given that children frequently express a longing for toys showcased on television. The values that parents aim to promote among their children encompass empathy, kindness, responsibility, loyalty, curiosity, wisdom, education, family, and friendship. The study raises questions about the dynamics between parents and children concerning the selection of toys and games, as well as the impact of advertising on these choices.

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