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Persuasion of advertising messages and the behaviorof young consumers

Summary/Abstract: This article is devoted to the problems of advertising to young consumers. Article Presented presents role and importance of persuasion, as an integral component of advertising messages affecting the behavior of young consumers. Article clearly separate persuasion from manipulation, which in the context of the impact on young consumers can be seen in the category of unethical actions. Against this background article present the role and importance of children as consumers, whose influence the success of commercial enterprises. Inthe following article advertising is presented as a communication tool for interaction with young generation consumers. Advertising in the era of the XXI century technological development, in particular the dynamic development of internet technology, becomes a way of interactive dialogue and the involvement of children in the shopping processes.

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