A research on determining the relationship between children?s understanding and perciption level of advertising and demographic variables in Mersin

Globalizing world, changing and developing production possibilities, the multiplicity of firms which belong to the same sectors have forced producers and service providers to compete. In this case, advertising has become one of the main issues of the competition. Morever, with the varying and increasing communication possibilities, advertisiment appears to potential consumers in everytime and every place.Children as a part of these consumers has become targets for advertisers because of same reasons such as parents focusing on their children as a result of culturel changes, increasement in individual consumption, last but not least, the dominance of the parents on the decisions about consumption.Advertising has a considerable effect on children?s lifestyle nutrition habits, consumption patterns and physical and psychological health.In this research, mainly the concept of advertising, the relationship between children and advertising as well as children and media tools, long-term effects of advertising on children have been analyzed theoritically. In the research section, as a result of a study on primary school students aged 7-12, effects of advertising on children and children?s perception of advertising has been presented in various directions.Keywords: Advertising, effects of advertising on children, children?s perception of advertising.