Abstract
Children's understanding of persuasion (also referred to as persuasion knowledge) develops with age. From 5 years of age most children are able to recognize a commercial on television, and between 8 and 12 years they start to understand the selling and persuasive intent of TV commercials. However, children find it more difficult to recognize and understand the commercial nature of integrated forms of advertising such as advergames and brand placements. Although it is assumed that children with better developed persuasion knowledge are less susceptible to the effects of advertising, research has shown that knowledge does not automatically result in less persuasion. Children who possess the necessary persuasion knowledge do not automatically activate and use this knowledge when they come into contact with advertising. They only do this when triggered, for instance through the presence of a warning accompanying the advertisement or through a comment by their parents.
