Tv Adervertisng and Urban Children : an Introduction

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Television Advertising & Indian Urban Children: An Introduction http://mediaelectron.blogspot.in/2009/04/television-advertising-indian-urban.html Advertising, ‘the hidden persuader[i]’, ranks fifth amongst the big businesses of the world (Chunawalla & Sethia, 2003)[ii]. Advertisers use advertisement for many purposes with many different possible effects. However, what guides the producer-manufacturer-corporate establishment to use this mode on consumers is the persuasive power of the medium. Through television, we learn new behaviours as the result of perceived needs. NIKE and Lexus went from perceived as luxury items to needed items through advertising. Apparently, men now must have big screen TVs and women want constantly to buy shoes. At least, this is the message given out through advertising.

In addition, the way in which we buy products has changed. For example, there is a MasterCard commercial that shows a woman walking down the street impulsively buying on credit, and receiving a feeling that the end result is: Priceless. Skills and knowledge have changed by television advertising immediate communication and awareness. Many insurance companies advertise their internet sites online, which can be used to raise awareness. They are not alone. With the instant communication age, we advertise the necessity of consumer awareness. In addition to immediate obvious advertising, there is also the influence in television shows. Take the evening news, which often focuses on consumer awareness. Take comedies, which show various brands of soda used in a household, implying that everyone worthwhile drinks that brand. Take dramas, which show women crying into Ben and Jerry's after the tearful break-up. Our needs and wants have changed. We no longer decide for ourselves that we want products or how we want them. Instead, we allow television to teach us, since after all, if it's on television, then everyone must be doing it, and it must be true. For many children, advertising media is a normal part of life. Anderson et al (1986)[iii] had raised a serious concern over time spent by children and young ones using or watching the television being upped to between 20 and 30 times greater than the time spent associating with their family The latest trend, due to working parents and nuclear structure of the family, indicate that children in the United Kingdom and the United States may, on an average, spend between four and five hours a day, outside school time, watching some forms of electronic media (Cooke, 2002)[iv]. This exposes children to much potentially harmful material. Kunkel (2001) suggested that today’s children in the United States may view more than 40,000 advertisements every year. The huge number advertisements on television mean that many children spend a significant proportion of their lives watching advertisements. Unfortunately, there is no such authentic data available from Indian-Sub-continent on television viewing habits of urban children (even for metropolitan cities!). Recent developments in advertising for children indicate a developing tendency of marketers and advertisers to employ some form of animation in children's television advertising. This helps them to catch children's attention during commercial programming. The technological advancements, especially in computer graphics, allow a greater flexibility, variability, and creativity in the elaboration of advertisements. On the other hand, the practice of taking advantage of the improvements in computer animation and special effects seem to suggest that marketers may be experiencing an increasing challenge to capture children's attention. They are therefore compelled to be even more creative, requiring new and improved ways of reaching them, particularly because children of the 1990s grew up accustomed to technology, consumer electronics, and video games. Commercially crafted words and images promoting from unhealthy foods to toys and commercial...
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