The effect of television advertising on children

Children are adolescents they do not know what is ideal or wrong. They just see television and make an opinion in their mind. The effects of tv advertising on children are neither consistent nor do they take place at a single psychological level. The television marketing can influence children's knowledge, attitudes and worths. It can also impinge upon consumer-related behaviors, whether these take the kind of a child's own purchases or of a child pestering others (most noteworthy moms and dads) to make purchases on his or her behalf.

Ad might run to increase the young consumer's item awareness towards an item, disposition to acquire, or purchase- demand (of moms and dads) behavior. The effect of an advertisement can be measured not in terms of its effect upon purchase habits. (137) The action motion pictures on the tv (e. g. somebody punching another person on the face) will evoke different reactions when it occurs in a comedy than when it happens in more major programming.

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see more:# essay on effect of tv on students The factor for this is that the results of unfavorable feelings such an anger, worry, fear or disgust will be reduced if contextual cues suggest that the context is impractical or not implied to be taken seriously.

Moreover, negative actions that would be taken seriously and evoke unfavorable reactions in daily life, such as insults, hostility and accidents, are most likely to evoke humor when positioned in a context that recommends the material is unrealistic or is not indicated to be taken seriously. (Gunter, Furnham 138) Targeting TELEVISION advertisements to children is unethical.

Kids can not identify advertising from programs and can not judge whether an ad is misleading. Furthermore, they are not yet able to resist sales pitches. Advertising particularly to children is unethical due to the fact that they have little or no money of their own and have to encourage their moms and dads to buy the products for them. Instead of marketing directly to moms and dads, companies motivate children to nag and whimper for what they see; such behavior inevitably causes bad feeling in between moms and dads 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)