In 2004, there were 5,500 TV advertisements and children who watching advertisements between 2 – 11 years old accounted for 22% (Cartere 2009). The roles of children in modern society are changing. Children continually assume larger roles in their homes and are becoming more involved in the shopping habits of the household. According to a survey, there are six most popular subscription advertising channels between children zero to twelve year-old were obtained from an advertising information company, and included all advertisements for food and non-food products broadcast between 7:00 and 20:30 (Hebden et al. 2011, p.127). Children become the prime targets of television advertising.
Sometimes a good positive ads is an extremely huge role in children’s education. Limit children to see the ads is very important because it has the potential to affect children’s future. However, this essay will argue that television advertising aimed at children in Australia should be banned for several reasons: children’s physical health and lifetime habits can be changed by TV ads. TV commercial not only be able to influence children’s moral behavior, but also causes conflicts between parents and children. Furthermore, television advertising have a negative influence over children minds.
Firstly, television advertising not only impacts on children’s physical health, their lifetime may be affected as well. The unhealthy food advertising is ubiquitous in children’s television programming and this could cause the serious problem of children becoming obese. For instance, according to the recent research by the Australian Government, the Children’s Nutrition and Physical Activity Survey, indicated that 23% of Australian children aged 2 to 16 years were overweight or obese (King et al. 2011, p131). In addition, the cultivation of good health eating habits for children should be learned from childhood by their parents.
Furthermore, the improvement of a balanced diet for people definitely influenced health of their lifetime. The Parliament of Australia (2008) pointed out that “Food advertising to children which is selling unhealthy foods, contributes to our obesogenic environment by negatively influencing children’s food advertising.” This means that watching too much unhealthy television advertising is negatively adverse for children. As a result, in order to protect the children, it is necessary to ban those unhealth television advertisement in Australia.
Secondly, television advertisements can be able to influence children’s ethical behavior. Many parents are trying to develop their children’s good moral character but the content of the advertisements can give children leave deep impression and it impacts on children adverse such behaviors as violence. According to Baiocco (2009, p.176), “many opponents of child-directed advertising believe that commercials can have a profound effect on children’s beliefs, values, and moral sense”. Besides this, violence in TV advertising could bring drawbacks to children. People watch more violent TV ads as a child, they can easily become violent and criminal adults.
Martínez, Prieto and Farfán (2006, p.275) have claimed that, television advertising content of violence appeared in different ways, such as sports shoes, cereals, beverages, school materials, etc. This means that children’s moral behavior could be affected by those violence advertising. Therefore, for the sake of protect Australian children’s future and make sure they have a good conduct, the consequence of the children’s behaviour would be worse if the problem of not banning violent television advertisements has not solved it in a proper way.
Finally, Children are vulnerable audiences, they have the entitlement of protection from the harmful influence for unhealthy advertisements. They are particularly vulnerable by advertising because they lack the mature cognitive ability necessary to comprehend the messages behind advertising. For instance, television food advertisements could impact on how children think about particular foods. Parents thought that young children (five years or younger) would believe the advertised message literally (Ip 2007, p.54). In addition, the relationship between children and parents also be indirectly affected by TV ads.
Young children’s toy preferences unaffected in advertising, while older children like some toys influenced by advertisements (Gunter 2005, p.81). If kids has continuously asked their parents to purchase luxury things of what they want, their relationship can become more tensive. As a consequence, children are vulnerable to be deceived and manipulated by advertising because they are not mature enough to defend themselves against persuasive and fascinated advertisements. Moreover, in order to maintain harmonious family relationships, children watch television advertising should be reduced and the time must be allocated properly.
Positive advertisements such as vegetables and sports would likely have a beneficial effect on children. A good example NFL’s Play 60 campaign, which during “football games implores teenagers to exercise for an hour every day to help counteract the epidemic of childhood obesity” (Billman 2013). However, although this may be true, many children end up having wrong notions about TV ads issues. They believe that TV advertisements are always true. According to a Lonergan Recsearch, “77% of about 1,580 South Australians would support a ban on junk food advertising during peak children’s viewing times and just 15% were opposed” (Schriever 2013).
Moreover, television advertising is able to affect children’s judgment. Mehta HYPERLINK l “aff1″Piaget’s ( et al. 2010, p.50) work on children’s cognitive development, provided the theoretical framework for early research which showed that only by the age of 7 – 8 years children have the ability to discern the intent of the advertisements. As a result, in Australia, TV advertising can have a negative influence over children minds. Kids get used to a certain kind of lifestyle, which is shown on the television advertising.
In conclusion, television advertising aimed at children in Australia should be banned. This is due to the fact that most of the commercials directed toward children are harmful, it can affect their life and health, wrong judgments by children in contradiction with their parents. Furthermore, children’s moral behavior can be influence by television advertising. It is clear from the arguments above that if children are constantly watching television commercials, their physical growth could be threatened.
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