The book fills the gap in the domestic psychology of advertising, where the problem of "advertising and children" has not been worked out. The role of the model of mental and psychometric intelligence, their interaction in the perception of children of television advertising is shown. Commercial and social advertising insights are compared. Applied problems of increasing the effectiveness of advertising messages for preschool children and the need to regulate advertising by society based on modern scientific research are discussed. The question is raised about the control and examination of advertising for children.