Advertisements Exploiting Children - 1837 Words

Are current practises of advertising to children exploitative? What restrictions should be placed on advertising to children? Up until recently, parents had been the intended target audience for advertising efforts aimed for children of young age groups. However it is now the children who have become the main focus. The growth in advertising channels reaching children and the privatisation of children’s media use have resulted in a dramatic increase in advertising directly intended for the eyes and ears of children (Wilcox et al. 2004). It is estimated that advertisers spend more than $12 billion a year on the youth market with more than 40,000 commercials each year. The current practises of advertising to young children definitely†¦show more content†¦Furthermore research on the language of advertisements, while used to promote products, may be purposefully constructed to confuse younger children at lower levels of cognitive development. Simple correlation research in the US indicates that children typically aged 2-6 years who view more television advertising request more products from their parents. This is known as pester power. It has been found that parents are more likely to buy products when kids ask for them in the shop (nag factor). As children age, they develop the cognitive capacity to contextualise and act critically on the observations made, reducing the amount of requests for products (Australian Communications and Media Authority, 2007). Children who are exposed to TV commercials for toys not only develop the initial idea for the toy but repeatedly pester their parents to buy it. This is exploitation on the parents’ behalf as it often causes parent-child conflict when the parents deny their children the product (Wilcox et al. 2004). Another troubling issue relating to child advertising exploitation is in reference to food ads. Half of the advertisements in the UK directed at children concern food. There are little ads emphasising healthy eating and since the start of television advertising, the largest proportion of ads aimed at children has always been unhealthy food products (Gunter, Oates amp; Blades 2005). The Australian Communications and Media Authority (2007) detailed theShow MoreRelated Advertising Manipulates People Essay1111 Words   |  5 Pagessurrounded by advertising. From the time our alarm clock wakes us up in the morning until we set it at night, our brains are bombarded with advertisements. Ads play a huge role in our lives, telling us what to buy, what car to drive, how our families should interact, and what we should look like. The business of Advertising is built on persuasion. Advertisements attempt to persuade us that we are not rich enough, pretty enough, thin enough, family oriented eno ugh, and the list goes on. 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Johnathan Benthall (1993) describes publishing such images as ‘generating a ‘brand image’ of African impotence and misery’ [p.186]. As another writer noted, â€Å"The general public has a morbid fascination with violence and tragedy, yet this same public accuses journalists of being insensitive and cynical and of exploiting victims of tragedy† (Brown, 1987) [Cited in Lester, Paul. 1991. [p.43]]Read MoreMarketing Campaign For A Product And The Target Market1262 Words   |  6 PagesTarget Marketing Advertisements and numerous other marketing tactics are everywhere you look; a great amount of companies does some sort of marketing with their products. Companies look for ways to get their products noticed and to win you over as a customer. Planning and research is crucial before marketing to consumers. In their analysis, they narrow down who would buy their products or utilize their service, and they target market those consumers. 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Unfortunately, with lots of advertisements, they may not tell the whole truth of a product, or they may target one specific age or race group. Getting consumers to buy products is a good thing, but the lengths people go at isnt. In order to getRead MoreBanning Tobacco Companies From Advertising Their Products And Sponsoring Sports And Cultural Events Essay958 Words   |  4 PagesIt is a typical knee-jerk reaction by any Government to create some kind of popularity for itself. The tobacco industry was a major contributor to the State Exchequer. The people who didn’t agree with the ban challenged that by putting a ban on advertisements and sponsorships by tobacco companies, the state was effectively stepping in to tell smokers that they were incompetent of deciding by themselves what was good or bad for their health and that, therefore it had to play the role of a responsibleRead MoreBan On Tobacco Advertisements By The Government Of India864 Words   |  4 Pagestrade.† (ICMR, 2001) Another argument that is used is the supposed advertisement to children. In the United States, the RJ Reynolds Tobacco Company had to withdraw its animated camel mascot named â€Å"Joe Carmel† because of a ruling by the California Supreme Court stating that, â€Å"†¦the company could be prosecuted for exploiting minors†¦The accusation was that the slick, colorful advertisements (using an animated camel) appealed to the children and encouraged them to smoke.† (ICMR,2001) A third argument used