Children and Advertising Essay

Children are the most unsafe to advertising. They are the most susceptible beca use up their minds are immature and are inefficient to distinguish good advertising versus bad advertising.Television commercials convey a huge impact on how it affects baberen. Commercials are the biggest form of advertisement pitch toward children. Children between the ripens of two and eleven view well all(prenominal) over 20,000 video commercials stratumly, and that breaks d suffer to 150 to 200 bits (MediaFamily, 1998). Television advertisements geared towards children have the biggest food market by far. The advertising market in 1997 showed that children under twelve geezerhood of age spent well over twenty-four million dollars of their own m unrivalledy on products they saw on television (Kanner & Kasser, 2000). Kanner and Kasser go on to say that advertisers have even hired psychologists as consultants to servicing the advertisers serve up with fine-tuned commercials that attract children (2000).In 1999, a group of psychologists wrote to the Ameri butt joint mental Association asking them to restrict the use of psychological research by advertisers to help sell their products to children. This letter to a fault called for, an ongoing squeeze to probe, polish and confront the use of psychological research in advertising and trade to children (Hays 1999). Some child advertisers boldly admit that the commercials they use exploit children and r dismisser conflicts within the family (Kanner & Kasser, 2000). Kanner and Kasser too say that, advertisers work in truth hard to increase their products nag factor. This term often refers to how often children pressure their parents to debase the item they saw advertise on television (2000).The effects on advertising to children can be very noticeable. thither have been umteen an some other(prenominal) studies d atomic number 53 that document that children under eightsome years old areunable to understand the intent of advertisements developmentally, at that placeforethey accept the advertising claims as true (Shelov, S., et. al., 1995). The American academy of Pediatrics continues to say that children under the age of eight cannot distinguish commercial advertisements from regular television programming. In addition, advertisers have become sneaky near the way they convey their product (Shelov, S., et. al., 1995). For example, when the announcer says, some(a) assembly take for a toy, it is at the end of the commercial and the announcer speaks very quickly.Sometimes, the disclaimers are written in small print and shown at the end of the commercial, and are not understood by most young children. unreasonable television viewing often times causes higher obesity rate among children. Children often meet foods that are high in fat and calories advertised on television and end up consuming too much of these foods. The American academy of Pediatrics says that the bombardment of adverti sing for food and toys to children whitethorn result in the increased deed of conflicts between parents and children. The American Academy of Pediatrics believes that, advertising directed toward children is inherently deceptive and exploits children under eight years of age (Shelov, S., et. al., 1995).Cigarette advertisements seen in magazines or billboards are an realm that is in need of change. In 1988, teenagers alone spent well over $1.26 billions on cigarettes and smokeless(prenominal) tobacco (Shelov, S., et. al., 1995). This number has rose significantly since 1988, and continues to travel rapidly. Although on that point is an advertisement ban of cigarettes on television, logos and billboards are openhanded in televised sports. This makes television advertising of cigarettes very prominent. thither were two studies pig in the early 1990s on cigarette advertisements. This study looked at how familiar children were with the Old Joe Camel logo on Camel cigarettes. These studied revealed that nearly one third of three-year-old children, and almost all of the children over the age of six could delineate the Joe Camel logo. By the age of six,the Joe Camel logo was as familiar to children as paddy field Mouse (Shelov, S., et. al., 1995). The advertising campaign for Camel cigarettes was moreeffective among children and adolescents than it was among adults. In 2000, a study showed that on average, eighty-two percent of children in the building blocked States see the numerous magazine advertisements for cigarettes (Siegel, 2001). inebriant advertisements on television are some other touchy area.American children view nearly 2000 beer and wine commercials every year on television and these ads specifically target young people by showing the advantages of drinking (Shelov, S., et. al., 1995). There is a public health by-line in trying to harbor children from alcohol and cigarette advertisements. The American Academy of Pediatrics recommends banning all tobacco and alcohol advertisements in the media, unless some researchers believe that counter-advertising advertisements are more effective (Shelov, S. et. al, 1995). Recently though, in that location have been counter-advertising campaigns aimed reducing the number of young people who smoke. In 2001, the I Decide campaign started airing on television. This anti-smoking campaign, sponsored by the Illinois Department of commonplace Health, is the current anti-smoking campaign in Illinois.The I Decide advertisement impractical on local ABC, CBS, NBC, FOX, and the WB networks in Winnebago, Macon, Champaign, Tazewell, Sangamon, Peoria, and McLean counties. I Decide advertisements in addition run on the following cable networks, ESPN, MTV, BET, Comedy Central, and TBS (Illinois Department of Health, 2002). Alcohol and cigarette advertisements are lull around and promote the wrong heart to children. The effects on advertising to children can be very evident.There are laws and makeups out there to help protect children from advertisers. Advertising is a powerful tool in American culture today it exists altogether to sellproducts and services. Advertising to children has not always been legal. In 1750 BC, the Code of Hammurabi do it a crime to sell anything to a child without obtaining live with (Shelov, S. et. al, 1995). Things in the advertising industry have changed significantly since then. In 1978, Michael Pertschuk, the chairman of the interior(a) business Commission, tried to restrict television advertisements aimed at children under xiii. imputable to aferocious lobbying campaign, his proposal did not pass (Kanner & Kasser, 2000). In the expiry fifteen years or so, there have been a fewer laws passed about advertising to children on television. The Childrens Television guess of 1990 mandated that all broadcasters mustiness show either educational or instructional childrens programming in order to re radical their broadcasting license.Thi s act as well fixs commercial time to ten and a half minutes per hour on weekends, and twelve minutes per hour on weekdays (Shelov, S. et. al, 1995). Shelov and others continue on to say that, the main problem with this law is that television stations can cite public service announcements to fulfill the Childrens Television Act. They also said that this Act also established the Childrens Television talent Fund, which upgrades the development of unsanded educational programming for children (1995). There is currently an organization called the Childrens Advertising Review Unit (CARU) that is part of the Council of better(p) occupancy Bureaus. CARU look backwards advertising and any promotional materials directed at children in the media (Council of Better Business Bureau, 2000).The Council of the Better Business Bureau continues on to say that CARUs main duties are to review and evaluate child-directed advertisements in all forms of media, and to review the online privacy prac tices if they affect children. If the advertisements are inconsistent or misleading with CARUs Self-Regulatory Guidelines for Childrens Advertising, they seek change through the voluntary cooperation of advertisers (2000). They work almost with advertisers to promote educational messages to children that are consistent with theChildrens Television Act of 1990. The CARUs Self-Regulatory Guidelines for Childrens Advertising gives criteria for evaluating advertising that is child-directed. There continues to be many more organizations out there that help protect children from advertisements. Until advertisers stop targeting children, there leave behind always be a need for organizations that help protect children from advertisements. It seems to me that the best ways to protect children from what adults fear will harm them- alcohol, drugs or advertising, is to set an example by our own behavior. We can talk with themand encourage them to talk about the subject. The effects of media a re minimized when parents talk to children about them. Whether we like it or not media education begins at home.The Internet is also another medium where children are at risk. Numerous web sites take in advertising to children. In fact, many web sites are set up exclusively for children, such as, Nickelodeons and Disneys. A growing number of web sites are now eliciting personal information. Some even use incentives and gifts to get e-mail addresses or other personal info (DeFalco 1996).There is a very important law that helps protect children on the Internet. In April 2000, the Childrens Online Privacy Protection Act of 1998 (COPPA) took effect. This Act says that if any personable identifiable information about a child under thirteen years of age is smooth online, a privacy notice must be posted (Federal Trade Commission, 2000). Website operators must also get enatic consent before collecting, using, or disclosing any personally identifiable information. In addition, this Act a llows parents to review any personal identifiable information collected from their children.When the parents review their childs personal information, they have the right to abolish their consent and ask that the information they collected abouttheir child is deleted from that website (Federal Trade Commission, 2000). The Federal Trade Commission also says that site operators are required to list any third parties that the website operator gives information to, about a child. If the list of third parities changes, the website operator must have parental consent again (2000).The Center for Media Education (CME) is an organization that is dedicated to protecting children online by visiting websites to make sure that the COPPA rules are being en resultd. CME is a national nonprofit organization, which dedicates itself to creating quality electronic media culture for childrenand youth, for their families, and for the community. Their research focuses on the latent for children and you th in this rapidly evolving digital media age. Over the years, CME has been the leading force in expanding both childrens educational television programming and foster television and Internet safeguard for children and teens (Center for Media Education, 2001). The Internet is an area that is growing rapidly, and is one area where children are the most vulnerable to advertising.Advertising to children also has many positive gets, for both the marketers pocket and for the development of the child. Kids are little kind beings that need to grow up and learn valuable lessons, that throughout their lives they are going to want things that they can not have (Fletcher and Phillips 1998). Also, in the media demanding partnership that we live in, learning how to decipher the truth of advertising messages is critical. Likewise, advertisers argue that parents still have ultimate control over household purchasing decisions. This presents an chance for children to learn to respect authority, which is another step critical to a childs development.Additionally, advertising specie helps pay for educational opportunities. Withoutadvertising there would be a lot less toys and a lot less childrens programming such as Nickelodeon and the Cartoon vane (Fletcher and Phillips 1998). Marketers are also using their advertising dollars to benefit education in other ways. Cadbury, Pentax, C&A and Coca-Cola are advertising in textbooks and other learning materials such as wall charts (Marshall, 1997). Due to under-funded school budgets, money may have not been otherwise available to pay for these secondary educational materials.Advertising to children definitely has both positive and negative benefits that help and hinder the development of the child. Regardless of the effectsthat marketers have on our youth, advertisements will continue. Mainly in part due to the high amount of dollars involved. spick-and-span areas of the ethical debate will also continue to grow. Some of these new issues are the controversies that are arising from the exponential growth of the Internet and of global marketing. both governmental agencies and parents need to be aware of this continuing debate as these new issues arise.Also, awareness needs to be developed on how these new issues affect children based on existing psychological research so that parents and the government can react in the best approach possible. The boundaries in media and advertising are rapidly changing. Young people will benefit more by learning to make intelligent media (and consumer) decisions than by attempts to limit their exposure to information that they will inevitably be exposed to regardless of the regulatory climate.Works CitedCenter for Media Education. (2001). About the center for media education (CME). Retrieved attest 20, 2002, from Http//www.cme.org.Council of Better Business Bureau. (2000). About the Childrens Advertising Review Unit (CARU). Retrieved January 30, 2002, from Http//www.caru. org/carusubpgs/aboutcarupg.asp.Federal Trade Commission. (2000). How to protect kids privacy online. Retrieved January 31, 2002, from Http//www.ftc.gov/bcp/conline/pubs/online/kidsprivacy.htm.Fletcher, Winston and Phillips, Richard. (1998, May 29). A childrens character for advertising analysis of advertising which targets children. Campaign, page 28.Hays, C.L. (1999, October 31). Group says ads talk through ones hat children with psychology. New York Times, p. C6.Illinois Department of Health (2002). I decide. Retrieved March 20, 2002,from Http//www.idecide4me.com/html/campaign/schedule.asp.Kanner, A.D., & Kasser, T. (2000). Stuffing our kids Should psychologists help advertisers manipulate children? Retrieved January 30, 2002, from http//www.commercialalert.org/Marshall, Caroline. (1997, September) Protect the parents exploiting parents and children via advertising. Management Today, Page 92.Mediafamily (1998). Childrens advertising and gender roles. Retrieved January 31, 2002, f rom Http//www.mediaandthefamily.org/research/fact/childgen.shtml.Mediascope (2000). Children, health, and advertising. Retrieved January 31, 2002, from Http//www.mediascope.org/pubs/ibriefs/cha.htm.Shelov, S., Bar-on, M., Beard, L., Hogan, M., Holroyd, J.H., Prentice, B., Sherry, S.N., & V. Strasburger. (1995). Children, adolescents, and advertising. American Academy of Pediatrics, 95(2), 295-297.Siegel, M. (2001). tobacco plant ads still aimed at kids, experts advise stronger protection. Ca, 51(6), 324-326.