Absorbing messages

Children, says advertiser Irini Halkia, «absorb messages quickly and easily, which is why most advertisements are fast-paced.» Last year, a Barbie product – Magic Pegasus and a film – sold out in Greece before Christmas. Studies have shown that children as young as two are influenced by brand names they have seen advertised. An old American survey showed that 31 percent of three-year-old children who had seen Coca-Cola advertised could remember the brand, 60 percent remembered McDonald’s and 66 percent the Kinder logo. It has also been estimated that a child who watches TV for two hours a day will be exposed to 30,000 advertisements a year.