The competitive environment brought about by globalization made it necessary for companies to make changes in advertising and marketing strategies. Firms allocate serious budgets to advertising for children, which is an important market in order to maintain their assets, to stand out among the competitors, to make a difference, to influence the target audience and to increase their sales and profitability. Today, children are the target consumers of marketing and advertising activities. The modern child, who has spent most of his daily life watching television after school and sleep, has been involved in the consumer universe of the advertising industry. The fact that ads on television are composed of short texts, repeated repetition, colors used in advertising, moving music and children's favorite cartoon characters are in the ads. It is an important market segment for consumers, marketers and advertisers. Children are involved in the consumption market by affecting both their families' purchasing decision and shopping with their own allowances. In the decision to buy / buy children, the adverts they watch and the cartoon characters in the advertisements are quite effective. In this study, the effect of cartoon characters in the advertising messages prepared for children on the buying / buying behavior of children will be examined. For this purpose, the focus group interview method, which is a qualitative study method, has been used. In-depth interviews were made in 10 mothers with children in the 4-6 age range selected by the judicial sampling method.

Advertising, children, consumption.