Advertising Is A Pervasive Influence On Children Media Essay

Several European states forbid or badly curtailadvertisingA toA kids ; in the United States, A onA the other manus, sellingA toA childrenA is merely “ concern as usual. “ 1The mean youngA personA positions more than 3000 ads per dayA onA televisionA ( Television ) , A onA the Internet, A onA hoardings, and in magazines.2A Increasingly, A advertizers are aiming younger and youngerA childrenA in anA attempt to set up “ brand-name penchant ” at every bit early an ageA as possible.3This aiming occurs becauseA advertisingA is aA $ 250 billion/year industry with 900 000 trade names to sell,2A andchildrenA and striplings are attractive consumers: teenagersA spend $ 155 billion/year, A childrenA younger than 12 old ages spendA another $ 25 billion, and both groups influence possibly anotherA $ 200 billionA of their parents ‘ disbursement per year.4,5A Increasingly, A advertizers are seeking to happen new and originative ways of targetingA immature consumers via the Internet, in schools, and even in bathroomA stalls.1


Research has shown that youngA children-younger than 8years-are cognitively and psychologically defenselessagainstA advertising.6-9A They do non understand the notionA of purpose to sell and often acceptA advertisingclaims atA face value.10A In fact, in the late seventiess, the Federal TradeA CommissionA ( FTC ) held hearings, reviewed the bing research, A and came to the conclusionA that it was unjust and deceptiveA to publicize toA childrenA younger than 6 years.11A What kept theA FTC from censoring such ads was that it was thought to be impracticalA to implement such a ban.11A However, some Western states havedone precisely that: Sweden and Norway forbid alladvertisingA directed atA childrenA younger than 12 old ages, Greece bans toyA advertisingA until after 10PM, and Denmark and Belgium severelyA restrictA advertisingA aimed atA children.12

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ChildrenA and striplings view 400 00 ads per yearA onA Television alone.13A This occurs despite the fact that theA Children ‘s TelevisionA Act of 1990 ( Pub L No. 101-437 ) limitsadvertisingA onA kids ‘s scheduling to 10.5 minutes/hourA onA weekends andA 12 minutes/hourA onweekdays. However, much ofA kids ‘s viewingA occurs during premier clip, which features about 16 minutes/hourA ofadvertising.14A A 30-second ad during the Super Bowl now costsA $ 2.3 millionA but reaches 80 millionA people.15


A 2000 FTC investigationA found that violent films, music, andA picture games have been deliberately marketed toA childrenA andA adolescents.16A Although film theatres have agreed non to showA dawdlers for R-rated films before G-rated films in responseA to the release of the FTC study, A childrenA continue to seeA advertisingA for violent media in other locales. For case, M-rated videoA games, which harmonizing to the gambling industry ‘s ain evaluation systemA are non recommended forA childrenA younger than 17 old ages, areA often advertised in film theatres, video game magazines, A and publications with high young person readership.17A Besides, moviesA targeted atchildrenA frequently conspicuously feature brand-name productsA and fast nutrient restaurants.18A In 1997-1998, 8 intoxicant companiesA placed merchandises in 233 motionA images and in 1 episode or moreA of 181 Television series.18

Print Media

Harmonizing to the Consumer ‘s Union,19A more than 160 magazinesA are now targeted atA kids. Young people see 45 % more beerA ads and 27 % more ads for difficult spirits in adolescent magazines thanadults do in their magazines.20A Despite the Master SettlementA Agreement with the baccy industry in 1998, tobaccoA advertisingA outgos in 38 youth-oriented magazines amounted to $ 217A millionin 2000.21

The Internet

An increasing figure of Web sites try to enticeA childrenA andA adolescents to do direct gross revenues. Adolescents account for more thanA $ 1 billionA in e-commerce dollars,22A and the industry spent $ 21.6millionA onA Internet streamer ads entirely in 2002.23A More than 100A commercial Web sites promote intoxicant products.23A The contentA of these sites varies widely, from little more than basic brandinformationA to chew the fat suites, “ practical bars, ” drink formulas, games, A competitions, and ware catalogues. Many of these sites useA slick promotional techniques to aim immature people.23,24A In1998, theA Children’sA Online Privacy ProtectionA Act ( Pub L No.A 105-277 ) was passed, which mandates that commercial WebA sites can non knowingly cod informationA fromA childrenA youngerthan 13 old ages. These sites are required to supply noticeA onA the site to parents about their aggregation, usage, and disclosureA ofA kids ‘s personal informationA and must obtain “ verifiableA parental consent ” before roll uping, utilizing, or unwraping thisA information.25

A A Selling Technique


Advertisers have traditionally used techniques to whichchildrenA and striplings are more susceptible, such as merchandise placementsA in films and Television shows,26A links between films and fast foodA restaurants,18A links between Television shows and plaything actionA figuresA or other products,7A childs ‘ nines that are linked to popular shows, A and famous person endorsements.27A Cellular phones are currentlybeing marketed to 6- to 12-year-olds, with the possible fordirecting specific advertizers toA childrenA and preteens. Coca-ColaA reportedly paid Warner Bros. Studios $ 150 millionA for the globalA selling rights to the film “ Harry Potter and the Sorcerer’sA Stone, ” 28A and about 20 % of fast nutrient eating house ads now mentionA a plaything premium in their ads.29A Certain tie-in merchandises may beinappropriate forA childrenA ( eg, actionA figures from the WorldA Wrestling FederationA or an actionA doll that murmurs profanitiesA from an R-ratedA Austin PowersA film ) .

Children’sA advertisingA protections will necessitate to be updated forA digital Television, which will be in topographic point before 2010. In the nearA hereafter, A childrenA watching a Television plan will be able to clickA anA on-screen nexus and travel to a Web site during the program.30A Interactive games and promotionsA onA digital Television will hold theA ability to lureA childrenA off from regular scheduling, encouragingA them to pass a long clip in an environment that lacks clearA separationA between content andA advertisement. Synergistic technologyA may besides let advertizers to roll up huge sums of informationA aboutA kids ‘s sing wonts and penchants and mark themA onA the footing of that information.31



TobaccoA Ad

Tobacco makers spend $ 30 million/day ( $ 11.2 billion/year ) A onA advertisingA and promotion.32A Exposure to tobaccoA advertisingA may be a bigger hazard factor than holding household members and peersA who smoke33A and can even sabotage the consequence of strong parentingA practices.34A Two unique and big longitudinal surveies haveA found that approximatelyA one tierce of all adolescent smokingcan be attributed to tobaccoA advertisingA and promotions.35,36A In add-on, more than 20 surveies have found thatA childrenA exposedA to cigarette ads or publicities are more likely to go smokersA themselves.37,38A Recent grounds has emerged that baccy companiesA have specifically targeted adolescents every bit immature as 13 old ages ofA age.39

AlcoholA Ad

Alcohol makers spend $ 5.7 billion/yearA onA advertisingA and promotion.40A Young people typically view 2000 beer and wineA commercials annually,41A with most of the ads concentrated insports programming. During premier clip, A merely 1 intoxicant ad appearsA every 4 hours ; yet, in athleticss scheduling, the frequence increasesA to 2.4 ads per hour.42,43A Research has found that adolescentdrinkers are more likely to hold been exposed to alcoholA advertising.44-50A Given thatA childrenbegin doing determinations about intoxicant atA an early age-probably during grade school50-exposureA to beer commercials represents a important hazard factor.46,50A MinorityA childrenA may be at peculiar risk.51

DrugA Ad

“ Merely Say No ” as a message to adolescents about drugs seems doomedA to failure given that $ 11 billion/year is spentA onA cigaretteA advertisement, $ 5.7 billion/year is spentA onA alcoholA advertisement, A and about $ 4 billion/year is spentA onA prescriptionA drugA advertising.52A Drug companies now spend more than twice as muchA onA marketingA as they doA onA research and development. The top 10 drug companiesA made a entire net income of $ 35.9 billionA in 2002-more thanA the other 490 companies in the Fortune 500 combined.53A Is suchA advertisingA effectual? A recentA surveyA of doctors found that92 % of patients had requested an advertised drug.54,55A In add-on, A childrenA and adolescents may acquire the message that there is a drugA available to bring around all ailments and mend all hurting, a drug for everyA juncture ( including sexual intercourse ) .41

FoodA AdvertisingA and Obesity

Advertisers spend more than $ 2.5 billion/year to advance restaurantsA and another $ 2 billionA to advance nutrient products.56A OnA Television, ofA the estimated 40 000 ads per twelvemonth that immature people see, halfare for nutrient, particularly sugared cereals and high-calorie snacks.29,57A Healthy nutrients are advertised less than 3 % of the clip ; A childrenA seldom see a nutrient advertizement for broccoli.58A Increasingly, A fast nutrient pudding stones are utilizing toy links with majorA children’sA motionA images to seek to pull immature people.59A About 20 % A of fast nutrient ads now mentionA a plaything premium in their commercials.29A Several surveies document that youngA childrenA petition more junkA nutrient ( defined as nutrients with high-caloric denseness but really lowA alimentary denseness ) after sing commercials.60-63A In 1A survey, the sum of Television viewed per hebdomad correlated with requestsA for specific nutrients and with thermal intake.61A At the same clip, A advertisingA healthy nutrients has been shown to increase wholesomeA eating inA childrenA every bit immature as 3 to 6 old ages of age.64

Sexual activity inA Ad

Sexual activity is used in commercials to sell everything from beer to shampooA to cars.65A New research is demoing that adolescents ‘ exposureA to sexual content in the media may be responsible for earlieronset of sexual intercourse or other sexual activities.66,67A What is progressively evident is the disagreement between theA copiousness ofA advertisingA of merchandises for erectile dysfunctionA ( ED ) ( between January and October, 2004, drug companies spentA $ 343 millionA advertisingA Viagra, Levitra, and Cialis ) 68A andA the deficiency ofA advertisingA for birth control merchandises or emergencycontraceptivesA onA the major Television webs. This is despite theA fact that 2 national polls have found that a bulk of AmericansA favour theA advertisingA of birth controlA onA TV.69,70A Ads for EDA drugs givechildrenA and teens inappropriate messages about sexA and gender at a clip when they are non being taught wellA in school sex educationA programs.71,72A Research has definitivelyA found that giving adolescents increased entree to deliver controlA throughA advertisingA does non do them sexually active at aA younger age.73-80

AmericanA advertisingA besides often uses female theoretical accounts whoA are anorexic in visual aspect and, therefore, may lend to theA development of a deformed organic structure self-image and unnatural eatingA behaviours in immature girls.79,81,82



Advertisers have easy but steadily infiltrated school systemsA around the state. The “ 3 Rs ” have now become the “ 4 Rs, ” withA the 4th R being “ retail. “ 83,84A Ads are now appearingA onA schoolA coachs, in secondary schools, A onA book screens, and even in bathroom stalls.85A More than 200 school territories nationally have signed exclusivecontracts with soft drink companies.86A These understandings specifyA the figure and arrangement of soda-vending machines, which isA dry given that schools hazard losing federal subsidies forA their free breakfast and tiffin plans if they serve soda inA their cafeterias. In add-on, there are more than 4500 PizzaA Hut ironss and 3000 Taco Bell ironss in school cafeterias aroundA the country.87

There is some good intelligence, nevertheless. In May, 2006, the nation’sA largest drink distributers agreed to hold about all salesA of sodium carbonates to public schools and sellA merely H2O, unsweetenedA juice, and low-fat milk in simple and in-between schools. DietA sodium carbonate would be soldA merely in high schools.88

SchoolA advertisingA besides appears under the pretense of educationalA Television: ChannelA One. Currently available in 12 000 schools, ChannelA One consists of 10 proceedingss of current-events programming and2 proceedingss of commercials. Advertisers pay $ 200 000 forA advertisingA clip and the chance to aim 40 % of the state ‘s teenagersA for 30 seconds.89A Harmonizing to a recent authorities study, ChannelA One now plays in 25 % of the state ‘s center and high schools81A and generates net incomes estimated at $ 100 millionA annually.89



Clearly, A advertisingA represents “ large concern ” in the UnitedA States and can hold a important effectA onA immature people. UnlikeA free address, commercial address does non bask the same protectionsA under the First Amendment of the Constitution.90A AdvertisementsA can be restricted or even banned if there is a important publicA wellness hazard. CigaretteA advertisingA and alcoholA advertisingA wouldA seem to fall forthrightly into this class, and ads for debris foodcould easy be restricted.91

One solutionA that is uncontroversial and would be easy to implementA is to educateA childrenA and adolescents about theA effectsA ofA advertising-mediaA literacy. Curricula have been developed that Teach immature peopleA to go critical viewing audiences of media in all of its signifiers, includingA advertising.92-94A Media educationA seems to be protectiveA in extenuating harmfulA effectsA of media, including theA effectsA of coffin nail, intoxicant, and foodA advertising.93-96

Television is one of the most prevailing media influences in childs ‘ lives. Harmonizing toA Kids ‘ Take on Media, a study conducted in 2003 by the Canadian Teachers ‘ Federation, watching Television is a day-to-day interest for 75 per centum of Canadian kids, both male childs and misss from Grade 3 to Rate 10.

How much impact Television has on kids depends on many factors: how much they watch, their age and personality, whether they watch entirely or with grownups, and whether their parents speak with them about what they see on Television.

To minimise the possible negative effects of telecasting, it ‘s of import to understand what the impact of telecasting can be on kids. Below you will happen information on some countries of concern.


Over the past two decennaries, 100s of surveies have examined how violent scheduling on Television affects kids and immature people. While a direct “ cause and consequence ” nexus is hard to set up, there is a turning consensus that some kids may be vulnerable to violent images and messages.

Research workers have identified three possible responses to media force in kids:

Increased fear-also known as the “ average and chilling universe ” syndrome

Children, peculiarly misss, are much more likely than grownups to be portrayed as victims of force on Television, and this can do them more afraid of the universe around them.

Desensitization to real-life force

Some of the most violent Television shows are kids ‘s sketchs, in which force is portrayed as humorous-and realistic effects of force are rarely shown.

Increased aggressive behavior

This can be particularly true of immature kids, who are more likely to exhibit aggressive behavior after sing violent Television shows or films.

Parents should besides pay close attending to what their kids see in the intelligence since surveies have shown that childs are more afraid of force in intelligence coverage than in any other media content. Fear based on existent intelligence events increases as kids get older and are better able to separate phantasy from world.

Effectss on healthy kid development

Television can impact acquisition and school public presentation if it cuts into the clip childs need for activities important to healthy mental and physical development. Most of kids ‘s free clip, particularly during the early formative old ages, should be spent in activities such as playing, reading, researching nature, larning about music or take parting in athleticss.

Television screening is a sedentary activity, and has been proven to be a important factor in childhood fleshiness. Harmonizing to the Heart and Stroke Foundation of Canada about one in four Canadian kids, betweenA seven and 12, is corpulent. Time spent in forepart of the Television is frequently at the disbursal of more active interests.

AA Scientific AmericanA article entitled “ Television Addiction ” examined why kids and grownups may happen it difficult to turn their TVs off. Harmonizing to research workers, viewing audiences feel an instant sense of relaxation when they start to watch TV-but that experiencing disappears merely as rapidly when the box is turned off. While people by and large feel more energized after playing athleticss or prosecuting in avocations, after watching Television they normally feel depleted of energy. Harmonizing to the article “ this is the sarcasm of Television: people watch a great trade longer than they plan to, even though drawn-out screening is less honoring. ”

Equally good as promoting a sedentary life style, telecasting can besides lend to childhood fleshiness by sharply marketing debris nutrient to immature audiences. Harmonizing to the Canadian Paediatric Society, most nutrient advertisement on kids ‘s Television shows is for fast nutrients, confect and pre-sweetened cereals. Commercials for healthy nutrient do up merely 4 per cent of those shown.

A batch of money goes into doing ads that are successful in act uponing consumer behavior. McDonald ‘s, the largest nutrient advertizer on Television, reportedly spent $ 500 million on their “ We love to see you smile ” ad run.

Sexual content

Childs today are bombarded with sexual messages and images in all media-television, magazines, advertizements, music, films and the Internet. Parents are frequently concerned about whether these messages are healthy. While telecasting can be a powerful tool for educating immature people about the duties and hazards of sexual behavior, such issues are rarely mentioned or dealt with in a meaningful manner in plans incorporating sexual content.

Harmonizing to a 2001 survey from the Kaiser Family Foundation, entitledA Sex on Television, three out of four premier clip shows contain sexual mentions. Situation comedies exceed the list: 84 per cent contain sexual content. Of the shows with sexual content, merely one in 10 included mentions to safe sex, or the possible hazards or duties of sex. In shows that portrayed teens in sexual state of affairss, merely 17 per cent contained messages about safe and responsible sex.

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