Preschoolers’ understanding of television advertising and social interactions

Abstract

The results of the study of understanding of television advertising in children aged 3-6 as well as understanding narratives as examples of children social interaction (child-child, child - close adult and child - adult stranger) are presented. Understanding of advertising and social interactions was compared with development of mental models. The close relationship between understanding of advertising and understanding of narratives that reflect social interactions is shown. The degree of understanding of social influences (advertising) and social interactions (narratives) corresponds to different levels of mental models development in preschool children.