Child Advertising Analysis

In today’s market driven society children can’t escape ads and their marketers, even their schools are filled with the advertiser’s products distracting the youth from learning.

No matter where children are or what they are doing they’ll always find some sort of advertisements. It can be when their casually watching television, reading a magazine or just playing games on their computer. Advertisements are different forms of communication whose purpose is to make their product known to the public. Marketers aren’t partial to certain people; they target anyone and every age group, but recently there has been an upsurge of advertisements aimed towards children. In Eric Schlosser’s article, Kid Kustomers, he demonstrates how child advertising has boomed by the tactics marketers use to get children to want and demand certain companies’ products.

In today’s media obsessed society, youth is greatly influenced by advertising. For example, Marketing to kids gets more savvy with technologies is how they ,“Online games like Webkinz show ads on the site draw youth to buy the product or just to look at it for ‘money’”. Because this tactic works, the ads are an excellent at make youth to talk about this and be annoyed. In Facts about Marketing to Children, it says, “Children pack 8.5 hours of media a day’, is what the Facts about Marketing to Children says.” Because children are on the media so much it is easy for marketers to advertise and get children to buy the product. “ Anne Lappe says that when her daughter grows up, and goes to a movie, the character might have a soda or fast food.”

“Television has changed the American child from an irresistable force to an immovable object.” (Peter). There was a time when all children wanted to do was to run, play, explore, and be adventurous. As time evolved, children have found more interest in television. Statistics show that a child spends 900 hours per year in school,and they spend 1,200 hours per year watching television. When asked to choose between watching T.V. and spending time with their families fifty-four percent of four to six year olds voted they would prefer to watch television. Television has changed the mindset of children over the years it has been proven that the more programs they watch, the more harmful it is to their brain development. T.V.

One of the most successful marketers is quoted in the article “Get kids to nag their parents and nag them well”(260). In the initial few sections, he discussed the present time effects of the advertising on youngsters. Through this he contend that, previously, there weren't numerous child based marketing organizations that concentrated exclusively with respect to children and have their own kids' divisions, while now, they have huge amounts of organizations that makes a whole advertising division for the

Commercials through television and radio aimed towards children are ethical because it helps build healthy ideals. Through commercials, children can see that doing certain things are good for you! They can see that it is what they should do. “Advertising and marketing techniques could encourage children to eat

Add to this study a statistic from the Official Journal of the American Academy of Pediatrics “75% of teenagers now own cell phones, 25% use them for social media, 54% use them for texting, and 24% of them use them for instant messaging” (Gwenn Schurgin O'Keeffe). We have an entire generation that is developing socially and emotionally while “plugged-in”. This negative effect is not only caused by just internet use and cell phones, our old friend the television is causing us harm as well. With the invent of newer ways to deliver television shows, the ability to better record television shows, and watch “on demand” shows it shouldn’t be shocking to know that according to Neilson Ratings the average American household watches “5 hours and 11 minutes of television a day” (Who Watches What (and How Much)? U.S. TV Trends by Ethnicity). Psychologists have proven that too much television has been shown to “hamper development of the pre-frontal cortex -- the area of the brain responsible for planning, organizing and sequencing behavior for self-control, moral judgment and attention” (Abell) there should be no doubt that this fact and the fact that nearly “1 in 10 children in America have been

Many people believe that everything is black and white, especially when it comes to advertisements. What many don’t understand is that everything has an underlining meaning. Every advertisement has been thought out thoroughly to catch the attention of the consumers it is aiming towards. Advertisements aiming towards children has definitely been a topic that many people can’t seem to wrap their mind around. It’s been a topic that many have exposed because of the way marketers are willing to manipulate children in ways that only benefit their own. This whole issue began after the progression of marketing to children during the late 70s and early 80s with the advertisers’ intentions of making children lifelong consumers of products.

Marketing to children is not a new phenomenon; however, there have been many ethical debates on its rightness; is advertising to children a gentle persuasion of the innocent or a sinister threat to our society? There’s too much as stake if we remain silent and simply assume that marketing companies have our children’s best interests at heart; the truth is they don’t. This paper will explore to implications of marketing to children and the overall effects it has on our society. I will argue that advertising to children is a social problem. In the first part of my paper I will discuss why advertising to children is ethically wrong, I will then discuss what has changed; this will be followed by a discussion as to why it is a social problem and finally, I will conclude my paper by discussing what should be done to change it. Please note this paper is written in the first person as I have children and I have a vested interest in this topic.

Over the course of our lives, many of us have encountered the age-old saying, “Too much TV rots the brain!” That idea has either scared some of us into limiting our TV usage or we just ignore it, because we’ve never known the facts. I recently was curious enough to confront this issue head on and do some research. To get the information I needed, I read the 278-page book written by Judith Van Evra, “Television and child development.” This book covered about 5 main sections: theoretical perspectives, research methodologies, cognitive aspects of media experience, social/emotional/behavioral aspects of media experience, the effect of other technologies and interventions associated

Studying the effects of children watching television has been a popular field of research for many years and is becoming increasingly important as more of children’s time is spent on television. There are strong arguments for both the benefits and the detriments of television exposure. One of the most common arguments against television is the suggestion that it increases violence. Other cases for the negative effects include lowered self-esteem and increased materialism. Research supporting the benefits of television suggest an increase in pro-social behavior, tolerance of diversity, and an increase in general knowledge. Studies show that children spend an average of seven hours per day watching television or using another form of media (Strasburger, Jordan & Donnerstein, 2010). With such a significant amount of time being spent watching television, it is important to study the effects and use the information to optimize child development.

Since children are vulnerable, they have been targeted by marketers to make profits. Marketers view children as being strong and powerful consumers, therefore; messages are aimed at children in order to promote various sales.

This view is supported by Webster-Stratton who described television as “rendering children passive” and referred to research indicating that excessive exposure to television and computers “place children at risk for harmful effects on their physical, social and psychological development”. As a way of mitigating this, she suggests watching television or computer games with the child in order to address any issues that might arise or to identify inappropriate content (2006, p234-236).

Advertising today focuses on specific targeted demographic groups. There is a direct focus on marketing products to young consumers. This age group sees the commercials, but does not really understand the directed message. This can have an adverse effect on the way children interpret and understand the message being presented to them. 'The average American child sees more than 40,000 commercials a year, and advertisers spend more than $12 billion annually marketing to them?double the amount of 10 years ago.' (APA-1) Children watching television are exposed to every channel running commercials that are sending out a mature message to an immature audience. There needs to be something done to

There is no doubt that when it comes to American youth television is one of the biggest influences by far. Many parents would love to say that their child does not watch that much TV but in reality they are spending a lot of time watching television or using media in some way. “The study by the Kaiser Family foundation shows that children ages 2-8 spend an average of 5 ½ hours a day “consuming media” kids 8 and older spend even more time in front of the tube nearly 6 ¾ hours a day” (Kaiser Family Foundation, 2005 ). Astonishingly, more time is being spent with media then doing homework, studying or even spending time with family. A child’s retention of what