...Advertising and Children Throughout the United States and the worldwide, companies are continuing to direct advertisements of their goods and services at children and teenagers at an alarming rate. The advertising aimed at the children and teens is arguably reaping a financial windfall for the corporations so engaged in this advertising while the downside for children are problems such as obesity, isolation and greed. If corporations continue to target these young individuals to purchase their goods and services, then they should shoulder some responsibility in the treatment of the resulting problems that arise. Probably ever since there were stores selling goods to the public, advertising towards children has been taken place. I reminisce about watching the old television show, Little House of the Prairie, seeing little Half Pint walk into Olsen’s General Store and seeing the penny candy in the barrels right near the front counter, easily accessible by her or any child that should enter the store. This was advertising towards children in one of its earliest forms. The placing of a product a child would desire right at the child’s eye level was indeed strategic back then and continues to be a key point of purchase or POP as it’s called, advertising strategy today. Walk into any convenience store and surely you will find candy, gum and other toys and trinkets that children would impulsively want. . . placed conspicuously near the front counter and of course, within reach...
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...Advertising to children has existed for a long time; however what has changed is the amount of advertising and the media through which it comes. Today’s commercials are more sophisticated and pervasive, it is not that the products are good or bad, it is the notion of manipulating children to buy the product. Children are not little adults and their minds are not fully developed, still marketers are playing to their developmental vulnerability. The advertising that children are exposed to today is honed by psychologist and is enhanced by media technologies (Clay, 2000). The issues surround the impact of commercial culture and children’s well-being usually generates plumes of steam and everyone gets excited about it. However there seem to be two very hostile sides that are digging themselves in. On one side there are the evil corporations vs. the helpless children; on the other side there are the marketers that claim television is good for children. Overall this shows that children are entirely helpless and open to manipulation in such a wholesale way. So who is right? Is commercialism bad for children, or is commercial simply a part of modern democratic or capitalistic system which children are okay with. Nevertheless, the basic rule of advertising is to be truthful and not mislead the consumer. In today’s world of technology overload, younger and younger children are being exposed to product branding and marketing. Advertisers are notorious for exaggerating the benefits...
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...Children and Advertising Advertising is used by organizations as a marketing tool to create brand awareness, persuade consumers, and motivate them to buy. For organizations, consumers play a huge role in helping a firm determine the creation and implementation of an advertising campaign. In an article in Advertising Society and Review the author notes that, “American children view an estimated 40,000 commercials annually” (O'Barr, 2008). Thus, children have the potential to actively participate in family buying decisions. In order to successfully design an advertising campaign towards children, organizations must understand children’s role as consumers, the effect they have on the advertising industry, and how advertising to children helps businesses achieve their objectives. For advertising to children to be advantageous, advertisers must recognize a child’s buying behavior and purchasing power. Advertising to children is defined as using various advertising mediums to promote toys, food, music, films, and clothing to young consumers. Marketers refer to these young consumers as Generation Y. This generation that makes up approximately 28.6% of the population includes toddlers, tweens and teens. Generation Y makes up three distinct markets that include: 1) the primary market 2) the influence market – parental yielding and 3) the future market (McNeal, 1998). Within the primary market, advertisers must see children as an audience that has the capability to purchase...
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...Should We Restrict Marketing to Children? Kelli Zimmerman-Klemp November 25, 2013 Ethics and Decisions Should We Restrict Marketing to Children? This issue of whether or not advertising aimed at children should be restricted is a strange one to me. When presented with the issue, my first thought was, “Assuming, of course, that the advertising is truthful (which, if it’s not, is a problem unrelated to whom its target audience is), why would we need to restrict advertising to children?” Thinking about it a bit, I was unable to think of a reason why it would be wrong to market to kids. Picking up Taking Sides Clashing Views in Business Ethics and Society (Newton, Englehardt, & Pritchard), I was eager to learn why such advertising might be harmful, and thus, unethical, for children. In reading the introduction to the debate, I was reminded that “children do not have the fully developed cognitive skills necessary for making…an informed decision” (Newton et al., p. 256). I had a feeling this last sentence would play a role in the argument against marketing to children. Stop the Presses I began with Stephanie Clifford’s 2010 article from The New York Times, “A Fine Line When Ads and Children Mix” (Newton et al., p.258). Clifford specifically addresses advertising in magazines aimed at children. The Children’s Advertising Review Unit, an arm of the Council of Better Business Bureaus set up by the National Advertising Review Counsel (asrcreviews.org), has been set up...
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...by children in advertising. Today, many of these advertising agencies have resolved to the constant use of children as their images or characters. We are not told about the individual rationale behind this move but one can agree with me that this is becoming more numerous in our media namely; the Television, Radio and the Print Media. It is for this reason that this study is being prepared to explore the number of children inclusive adverts contained in the press. One of the perplexing problems that the decision makers of most institution or business firms face is the question of which medium to choose for the production of an advert. It is very important for a business firm to choose the appropriate media (Radio, TV, Newspaper, Magazine, etc.) to advertise their products, services and/or their ideas. This requires special knowledge about the targeted audience, considered exposure and examining the cost involved. An advertiser must note that regardless of the media chosen, there will be some wasted exposure. According to Ralph D. Wray, 1997, Newspapers frequently use the term circulation to refer to the number of copies distributed on the market. Having adequate knowledge about a newspaper’s circulation can be very helpful when you want to advertise. Also, the cost of advertising needs to be enquired about since lager newspapers may charge more for space. However, he adds that the ground rules for fair advertising must be followed to achieve the best in advertising. These...
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...Advertising can be termed as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor (Kapoor, 2010). Although advertising might facilitate one to be up to date about latest product and technology, but on the other side, it can also create some pressing issues like Influence over children that could affect a child both mentally and physically. It can be argued, children are more vulnerable target audience for advertisers as they are easily influenced by advertisements without doubting its motive (Vadehra, 2010). It seems, globally, governments are taking serious steps to regulate advertising Influence over children. Sweden, for example, had banned the advertising for children below 12 years (Edling, 1999) while advertising is strictly regulated across other parts of Europe (RAC, 2003). Furthermore, there are voluntary groups like “Adbusters” and "Mothers group" that pressurize governments to regulate advertising (Vadehra, 2010). In India, It might be right to say, the laws corresponding to advertising are very lax and there are only couple of business organisation that can only put moral pressure on advertising. (Vadehra, 2010) Without exaggerating, it can be said that in the last two decades, there has been a major change in the advertising Pattern in India. In 1970-90, advertising was limited to direct messages through radio, print and limited visuals. Moreover, there are several educational short visuals for children...
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...Markel Stavro Seema Kurup English 101 W01 October 8, 2014 Advertising towards children should be banned A child has a vulnerable mind. He is attempting to understand how the world works, and constantly absorbing all kinds of impressions by scanning the environment he lives in. Television advertisements are very stimulating to adults, let alone to a child that lacks the knowledge of knowing whether an advertisement message is good or bad for his wellbeing. I believe that there should be a restriction on television advertisements aimed at children because they have immature minds and are easily influenced. Nowadays, children spend most of their time in front of TV screens and as a consequence, allowing TV to manipulate their minds to a great extent. It alters their way of thinking. Children’s mind is not mature enough to differentiate what is right and wrong. For that reason, they majorly rely on the feedback they receive from their parents and school. They are told in school or by their parents that something is not good for their health or dangerous but on TV there are advertisements going on that say those acts or things are completely fine and they should be followed. Eventually, kids will develop a bad mindset of how happiness is achieved. They will grow up with the delusion that they will get fulfillment from objects, however, the reality is that materialistic products will only briefly satisfy them. This leads...
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...Advertising to children: Is it ethical? This articles primary focus is whether or not it is unethical to direct advertising towards children. The author, Rebecca A. Clay leans towards the stand point of it being unethical for companies to direct advertising towards children of a young age. It is not simply that she feels that advertising towards young children is unethical rather more so the use of psychology to manipulate the under developed minds of the young children. In the article, points against using the skill of psychology are primary collected from a single source, which she refers to multiple times, (Allen D. Kanner, PhD.) She does mention that he is a part of a group of 60 psychologists’ that sent a controversial letter to the APA, protesting involvement in advertising towards children. But fails to list any other sources demonstrating a study of impact that advertising has on children. For example, another credible source of information to assist her points of the damaging effects can have on children and their parents is from, Wilcox, professor of psychology and director of the Center on Children, Families and the Law at the University of Nebraska. Wilcox mentions, “When I talk to parents they are quite concerned about advertising effects on their children. They have to live with children making unreasonable purchasing request from the advertisement they see- toys they want, food that is not good for them. This can be difficult for parents to manage.” Offering...
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...Young Consumers The challenge of advertising to children Winston Fletcher Article information: Downloaded by NATIONAL UNIVERSITY OF SCIENCE & TECHNOLOGY ISLAMABAD At 03:26 16 September 2015 (PT) To cite this document: Winston Fletcher, (2004),"The challenge of advertising to children", Young Consumers, Vol. 5 Iss 2 pp. 11 - 15 Permanent link to this document: http://dx.doi.org/10.1108/17473610410814102 Downloaded on: 16 September 2015, At: 03:26 (PT) References: this document contains references to 0 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 2431 times since 2006* Users who downloaded this article also downloaded: Margaret-Anne Lawlor, Andrea Prothero, (2008),"Exploring children's understanding of television advertising – beyond the advertiser's perspective", European Journal of Marketing, Vol. 42 Iss 11/12 pp. 1203-1223 http://dx.doi.org/10.1108/03090560810903646 Chris Preston, (2005),"Advertising to children and social responsibility", Young Consumers, Vol. 6 Iss 4 pp. 61-67 http:// dx.doi.org/10.1108/17473610510701322 Railton M. Hill, (2006),"Advertiser satisfaction with advertising agency creative product", European Journal of Marketing, Vol. 40 Iss 11/12 pp. 1254-1270 http://dx.doi.org/10.1108/03090560610702803 Access to this document was granted through an Emerald subscription provided by emerald-srm:543672 [] For Authors If you would like to write for this, or...
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...James athow How advertising affects kids Thesis statement:Advertising affects kids in ways I never could have imagined. Some advertising companies go to great lengths to make kids want to buy their products. One of the ways that some companies lure kids in is insane. In the video the myth of choice (the video for 2.7) shows that They will use kids psychological aspect of their brain by having experts come into meetings and help them by using what colors,images,and shapes that kids favor over others. This means that is they use these colors that their chances will increase their chances of getting the kids to nag at their parents for the item. But there is another thing the companies think about, they use all of the things...
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...Advertising for children : Does it work? What is the impact of Advertising on Children. Introduction The impact of television on growth and development in children media for both information and enjoyment. As a source of news, sports, academic culture to the children in the same variety oMedia ff data if not properly screened, it could negatively affect the child. The impact will depend on how much of the content. The proposed model And the time that children watch television. The impact of television on growth and development in children. Media for both information and enjoyment. As a source of news, sports, academic culture to the children in the same variety of data if not properly screened, it could negatively affect the child. The impact will depend...
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...The damaging influence of advertising on children can be reduced. Academic Reading and Writing Course EWR 1211 July 1, 2009 Outline Title: The damaging influence of advertising on children can be reduced. I. Introduction Thesis statement: As advertising causes childhood obesity, which can lead to serious diseases, government and schools should take urgent actions to improve the situation. II. Background of the problem 1. Marketing Industry 2. Children 3. Increased risk of being overweight and its serious consequences III. Solution one The first possible solution is that government should restrict the attack of food marketing on kids. A. Advantages 1. Decreased number of commercials 2. Elimination of junk food marketing B. Disadvantages 1. “The system has kinks” 2. Difficulties in identifying junk foods 3. Limitation of democracy IV. Solution two Another feasible solution that schools should create a healthy environment. A. Advantages 1. Availability of healthful foods 2. Improvement in kids’ diets 3. Connection with local farmers 4. Health education 5. Promotion of nutritional products 6. Decreased rate of obesity B. Disadvantages 1. Long cafeteria lines, not enough time for lunch, noise 2. Accessibility of competitive foods 3. Schools’ fundraising V. Conclusion To sum up, due to the negative...
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...Marketing Industry Effects Rebecca Segall (2000) expressed her concern with advertisers and marketers targeting children, stating advertising to children is difficult to prevent because it contributes to such a large financial flow in the marketing and advertising industry. According to Segall (2000), in just 36 months, from 1997 to 2000, advertising efforts concentrated at a youth target audience increased so rapidly that American youth spent more than $24 billion, while their parents spent nearly $200 billion on goods which were directly marketed through child-targeted advertising. Segall (2000) also stated child-targeted advertising accounted for over 50 percent of all financial returns directly related to marketing and advertising. If marketing to children has become unethical, and it has been proven unethical by various business ethic commissions, sociologists, and psychologists, then the question arises to why does the practice continue. Segall (2000) stated, while companies have become dependent on large revenues related to child advertising, they will need to continue with a blind eye to the issue because they have become so financially dependent on the youth market, that they fear making an ethical change could collapse their business financially....
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...Mohamed 00051742 Wri102,sec17 Nov12,2014 Do advertisements affect children? Most of the ads are targeted to the children, but will the child be affected by the ad he or she watches on the television? Some of the advertisement contains violent acts. For instance, Persil, the washing powder, shows two children fighting and pushing each other, then bloodstain remains on the shirt. Those kinds of advertisements are meant to show that the washing powder will remove any stain. However, some parents complained that those kinds of advertisements affected their children in a negative way and they started copying what they saw. While people are complaining about how advertisements are affecting their children, they forgot that it is their responsibility to guide their children and control what they are watching. Therefore, Advertisements do not affect children in a negative way as most people think. Janice & Ania said, “… Advertisements of junk food should be banned to help fight child obesity.”(N.d, para9). It is widely believed by people that the main reason for obesity. Additionally, people think that advertisements are meant to corrupt child and make then unethical. All these thoughts and confusions are based on inadequate reasoning, which makes their argument invalid in most of the time. For instance, children feel that whenever that the advertisement is colorful and full of cartoon characters, children will be fascinated with the advertisement so that they will be begging...
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...Advertising has been a large asset for the American economy over the years.While it has been a great tool, it should be limited to the adult population of viewers only, and not directed towards childen.There have been sereval studies done recently, that have proven the negative affects of advertising on young children.These include bad eating habits, self esteem issues, poor dicision making, and an unrealistic idea of what's important in life. Experts have seen that advertising featuring fast food chains, and sugary or unhealthy snacks, will entice children to make poor dicisions about what to eat, and also cause over eating. Obesity in children can be linked to the unhealthy food ads they are bombarded with each day.Though many resturant...
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