You are not currently logged in. Please create an account or log in to view the full course.

Child Psychology – The Impacts of Advertising

1. The Impacts of Advertising

This is the course trailer. Please create an account or log in to view this lecture.

  • Description
  • Cite

About this Lecture


In this lecture, we think about how much advertising people are exposed to and what impact that might have, focusing in particular on: (i) the amount of time and number of different adverts we are exposed to on a daily basis; (ii) the role that schools play in exposing children to product and services advertising; (iii) findings by the APA, including that children under the age of five were unable to distinguish between adverts and programmes; (iv) the powerful impact that advertising of non-nutritious food products has on children’s liking and consumption of them; (v) the hierarchical model of advertising and Zajonc’s mere exposure effect.


In this course, Dr Cathal O’Siochru (Liverpool Hope University) explores the impact of advertising on children. In the first lecture, we think about how much advertising children are exposed to and the impacts it might have. In the second lecture, we think about persuasion and its role in advertising. In the third lecture, we think about how advertising can promote stereotypical views and the negative impacts for both the group(s) being stereotyped and the individual(s) exposed to them. Next, we think about how gender is represented in advertising. In the fifth and final lecture, we think about ways in which we can teach children to be more resilient to the influences of advertising.


Dr Cathal O’Siochru is a senior lecturer in education studies at Liverpool Hope University and has a background in psychology, research methods and education. Dr O’Siochru’s research interests include the psychology of education, epistemological and pedagogical beliefs, and assessment practices. Some of Dr O’Siochru’s recent publications include 'Action learning: how can it contribute to a collaborative process of pedagogical action research?' (2020) and 'Academic perspectives of metrics: Procedural justice as a key factor in evaluations of fairness' (2019).

Cite this Lecture

APA style

O'Siochru, C. (2022, May 10). Child Psychology – The Impacts of Advertising - The Impacts of Advertising [Video]. MASSOLIT.

MLA style

O'Siochru, C. "Child Psychology – The Impacts of Advertising – The Impacts of Advertising." MASSOLIT, uploaded by MASSOLIT, 10 May 2022,

Image Credits

Get instant access to over 5,800 lectures