儿童电视广告对儿童的影响极大,同时也带来了许多负面影响。这些负面影响,尤其以物质主义为主。该篇论文主要通过对CCTV少儿频道的调查和二手资料的收集、分析,从广告业、广告经营者、广告发布者、广告主等外部环境和家庭等内部环境方面进行分析,找出一些儿童物质主义的产生原因,希望能够通过分析,提出一些合理的建议,以达到减少儿童过多地追求物质主义的目的。 Children’s television advertising has a great impact on children and has many negative effects. These negative effects, especially materialism. This paper analyzes the CCTV children’s channel and the collection and analysis of second-hand information mainly from the external environment and family environment such as advertising, advertising operators, advertisers, advertisers and other internal environment to find out some of the children’s material It is hoped that some reasonable suggestions can be put forward through analysis so as to reduce the excessive pursuit of materialism by children.