Children targeted advertising has constituted one of the ethical questions confronting advertisers and this has naturally attracted manifold academic enquiries. In this empirical investigation, attempt was made to domestic this perennial issue by examining the relationship between brand exposure via advertising and children's propensity to consume the advertised brands as well as the capacity of children to unmask the sales intention of advertising and even radically negotiate its influence. Framed by the Hypodermic Needle Theory of advertising influence, and using survey design and questionnaire, the researchers were able to gather relevant data from 351 pupils of four primary schools in Lagos and Ogun States. Findings showed a positive and linear relationship between advertising exposure and brand consumption. It also revealed that while children were able to decode the sales intention of advertisers they were nevertheless not able to perceptively defend themselves against the purchase influence of advertising.
Keyword: Children Targeted Advertising, Advertisers, Cognitive Defense, Sales Intention