Abstract:
Advertising strategies addresses the emotions of its target audience with seductive images and appeals for the sales of advertised products. Adults may have the ability of selecting those that best correspond to their real needs. However, the same does not apply to children because children are more receptive to these persuasive commercial appeals. The purpose of this study is to survey how the use of images affects the perception and response in children advertising. This was done by investigating the literature on these aspects. There is universality of applicability of a specific medium (television) as the best in reaching out to children. That is to say, if a particular medium is found to be applicable to Europe, it must not be assumed that the same is also applicable to the Nigerian audience. This study examined perception, motivational factors and other significant factors that impact consumer behaviour. This study provided the aspects that influence consumer behaviour, brand preference and what triggers off perceptual stimuli in children advertising. This was done by analyzing ads targeted at children. The study has also come to a conclusion that use of images in outdoor advertisement appealed to children to a large extent and influenced their preference for a product because good advertisement has the power to make the target audience notice and buy the product or act on the advertisement. This even works better for children given that they recall experience each time they have contact with ad.
