Anastasiya A. Levitskaya

Today children are active subjects of advertising perception and at the same time are objects of advertising exposure. Author considers the impact of advertising on children. Characteristics of marketing aimed at young children, the negative aspects of advertising impact are discussed. Among them author describes following trends: advertising makes children want things which their parents cannot afford, thus provoking an inferiority complex; advertising of soft drinks and fast food with other foods high in sugar, salt and fat develops a habit of unhealthy eating; in Russian commercials children are displayed in unsafe situations or engaged in dangerous activities that children can imitate in real life. Author presents practical exercises aimed at developing the literacy of children in advertising material.