Fifth Annual Conference: "With the eyes of a child"

At the fifth annual conference: "With the eyes of a child", a series of academics and researchers spoke on various aspects of children's understanding and interaction with media. The main focus was on advertising literacy, and particularly at what age children are able to distinguish advertising from editorial. In outlining their research on this issue, a number of the speakers challenged the foundation of the Swedish Government's decision to ban TV advertising to children under 12. Interestingly, this included the Swedish academic, Erling Bjurström, on whose research work the Swedish Government's decision was based. Other topics covered by the speakers were attitudes of children and young people to advertising and advertising regulation, and the role of advertising in the development of consumer awareness and in youth culture.

Speakers

Erling Bjurström Ph D, Associate Professor at the National Institute of Working Life in Norrköping, Sweden; Dr Brian Young, Professor at the University of Exeter; Roger Dickinson, Lecturer in the Centre for Mass Communication Research at the University of Leicester; Els de Bens, Professor at the University of Dortmund, Germany; Chris Preston, Queen Margaret University College in Edinburgh; Ingrid Kjørdstad, Sociologist at the National Institute for Consumer Research in Oslo, Norway; and Dr Mark Ritson, Assistant Professor of Marketing at the London Business School.

Titles and companies represented were correct at the time of the conferences.

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