Leadership

Vietnam is a developing country. It cannot compare about innovation with other countries in the world. Television was developed in Vietnam many years ago. With the development of television, brands use television as a method to advertise their brands or their products. Advertising on television is one of the most effective methods to attract customer’s attention, especially children. Children play an important role in television advertising. They have great product consumption through influence parents’ buying decision. In addition, they are also potential customers in the future. Normally, children are attracted by colorful image. However, children are the age easily affected by their around environment. Nowadays, most of parents are busy with work at the office. They do not have time to spend with their children. As a result, after getting back from school, television is one of children friend. In my research, I would like to talk about how advertise television affects children, especially young children. Firstly, I will talk about how they understand of Advertising: Effects of age, gender and Parental Influence. Understanding about advertise is very important. Children are allowed to use cognitive defenses, such as producing counter arguments (rucks, Armstrong, and Goldberg 1988). Secondly, I will continue with Vietnamese perspective about effects of television advertising on children.

I. Introduction:
Every day we can see a lot of ways to advertise to persuade us buying products. There are a lot of advertising methods to communicate with customers such as television, newspapers or even online advertising. A successful advertising is to manipulate customers’ decision and impression (Giles 2003). According to Kotler and Armstrong (2001), other tools to manipulate customers are sales promotion, public relations and sales promotion. Each tool has its specific ways to persuade customer. For example, when economy is going down, sales promotion is a good way