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Purpose – The aim of this article is to explore children's understanding of television advertising intent.Design/methodology/approach – A different perspective on advertising intent is offered in this paper, as evidenced in an interpretive study of Irish children, aged between seven and nine years. A qualitative approach was employed, involving a series of focus group discussions and in‐depth interviews with 52 children.Findings – The findings indicate that the participating children view advertising as serving interests including, but not limited to, the advertiser. The existence of other interested parties is suggested by the children, namely the agendas of viewers and television channels. The authors assert that these children view advertising as being larger and more complex than the advertiser's perspective, which has been the traditional focus in the extant research.Originality/value – Adopting an advertising literacy perspective, the authors seek to explore children's “reading” and understanding of...

Exploring children's understanding of television advertising – beyond the advertiser's perspective