In order to have a strong impact on consumers, advertisers use different models such as sports personalities, professional models, etc. Models are chosen in consonance with the type of product, influence of the personality on consumers, usage of slice of life situations, etc. In modern families, it is observed that children play a dominant role in purchase decision-making. Taking advantage of this, advertisers are using children more often as models in advertisements. Earlier, children were portrayed in ads only for products such as toffees, chocolates, biscuits, health drinks, etc. But the current trend seems to be assigning greater roles to children in the advertisements for other products as well, not only for gaining parental acceptance of the brand, but also for preparing the young minds to be brand loyal when they enter the adult market segment. Further studies in this area would strengthen this argument and pave way for more creative use of child models, in order to increase the impact of advertisements.

Advertising is a powerful communication tool used to influence consumers. In its role as a form of mass communication, it delivers relevant messages to target audiences; and by changing mental states, it performs a number of functions. Ads make customers aware and the success of advertisement largely depends on how the ad is created. It constitutes various factors like the message, the creation, source of message, the appeal, etc. Among various things, the characters used in the ad have a considerable impact on the viewers.. Advertisers use celebrities, models, experts, common man, etc., to present their message and all this depends on the kind of product advertised. In order to have a strong impact on consumers, advertisers use different models such as, sports personalities, professional models, etc. Models are chosen in consonance with the type of product, role of the personality on consumers, slice of the life situation, family members' role in decision-making, etc. In the modern families it can be observed that children are playing an increasingly dominant role in the purchase decision-making, and advertisers are using them more often as models in advertisements.