Media has a significant impact on our children and the youth in a world where information becomes increasingly global as a result of rapid developments in information and communication technologies. The active use of the media by today’s children and their high usage skills do not eliminate the risks posed by the media. Media may influence individuals, especially children, with the messages they convey. This impact is also seen intensely in the socialization process of children as consumers as well. Increase in marketing activities conducted through media, especially advertising, aimed at children and young consumers who are the active users of new media, that constitute a significant consumer group in terms of consumption volume and population, and increase in marketing strategies aimed to influence them have led researchers to engage in studies for children consumers who are more vulnerable than adults. For this reason, there has been numerous research conducted examining the relationship between child consumer-advertisement and child consumer-media. In this study, answers to the questions of "Why children are an important consumer group?, Why are they the target audience of marketers?, How do their consumer behaviors and advertising perceptions develop and change depending on their developmental characteristics in the context of consumer socialization process?, What is media literacy?, What is advertisement literacy as a defense tool in decreasing the influence of advertising in the context of media literacy and how does it develop in children?” are discussed in the theoretical context.