Children are adolescents they do not know what is right or wrong. They only watch television and make an opinion in their mind. The effects of television advertising on children are neither uniform nor do they occur at a single psychological level. The television advertising can influence children’s knowledge, attitudes and values. It can also impinge upon consumer-related behaviors, whether these take the form of a child’s own purchases or of a child pestering others (most notable parents) to make purchases on his or her behalf.
Advertisement may operate to increase the young consumer’s product awareness towards a product, inclination to purchase, or purchase- request (of parents) behavior. The effect of an advertisement can be measured not in terms of its impact upon purchase behavior. (137) The action movies on the television (e. g. someone punching someone else on the face) will evoke different reactions when it occurs in a comedy than when it occurs in more serious programming.
The reason for this is that the effects of negative emotions such an anger, fear, dread or disgust will be diminished if contextual cues suggest that the context is unrealistic or not meant to be taken seriously. Moreover, negative actions that would be taken seriously and evoke negative reactions in everyday life, such as insults, aggression and accidents, are more likely to evoke humor when placed in a context that suggests the content is unrealistic or is not meant to be taken seriously. (Gunter, Furnham 138) Targeting TV advertisements to children is unethical.
Children cannot distinguish advertising from programming and cannot judge whether an advertisement is misleading. Moreover, they are not yet able to resist sales pitches. Advertising specifically to children is unethical because they have little or no money of their own and have to persuade their parents to buy the products for them. Rather than advertising directly to parents, companies encourage children to nag and whine for what they see; such behavior inevitably leads to bad feeling between parents and children.
It makes children feel inferior when their parents cannot afford the product for them. Children are not native innocents but canny consumers who can distinguish between advertisements and programs at a very early age. Moreover they can learn to evaluate advertising only by being exposed to it. Responsible parents should teach children how to be good consumers by watching television with them discussing that they have seen. The precise influence of an advertisement on a child will vary from child to child, and from advertisement to advertisement.
It has been shown, however, that younger children and children from lower social classes are more susceptible to the influence of television advertisements than other children. Children should be helped and guided in their interaction with television advertisements. Parental guidance and public education should play an important role in preparing children to cope with the kind of society in which they will have to live. In practice, children could be taught about television advertising, its intent and function, by parents, teachers and all kinds of consumer training programmers.
Advertisers should also contribute to this by ensuring special care and attention as far as certain products aimed at young children are concerned. (G&F139) It cannot be fairly argued, however, that all advertising aimed at children is beyond criticism. Advertisers are not given a free range to do so or say anything they choose. Most countries draw up and implement regulations which attempt to control advertising and offer protection to consumers. (Gunter, Furnham 175)
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The effect of television advertising on children. (2017, Jan 30). Retrieved from https://studymoose.com/the-effect-of-television-advertising-on-children-essay