Some people who have toddlers suppose that children eat better when the television is turned on. It hooks their attention and helps to focus rather on the meal. I am of the opinion that the direct television advertising to the young children play one of the important roles for the advertisers and should not be prohibited. Very often children watch television with their parents who are decision makers in the purchasing process. Also, children tend to copy the behavioral model of adults and their peers.

First and foremost, even if the advertising is directed on the children - parents without actually noticing this are becoming the object of advertisers. When children eat or just play near the television, parents do their housework or just look for a baby and inadvertently pay attention to the television broadcast. A lot of advertisers know this and launch implicit television advertising campaigns. To the words, nowadays - in the world of big choice, many companies pay attention to the emotional part of advertising, not on the aggressive sales.

Moreover, children are the ones who often copy that they see. Sometimes it can be not so good cases, but other times it can be morality cases. For example, one dairy company promotes butter on the Ukrainian television and in its advertising video a little girl helps her mother to bake an apple pie. Indeed, it emphasizes respectfulness of family values, taking care of each other, and spending time together. In fact, this advertising covers two aspects. Firstly, it gives the fascinating example for children to follow that little girl and always help their own parents. Secondly, it offers parents a new product which can be a great alternative to previous one.

To put it briefly, direct television advertising toward children very often carries a good message teaching children to respect adults, do not deride of others and as mentioned has an influence on the purchasing process of their parents. There is no sense to prohibit this kind of advertising.