In this article the authors did a study to example the effects of advertising on young children. The study was set out to examine whether the amount of television watched influences children’s requests for toys. The study also examines the relationship between the amount of commercial children’s watched and the request for branded named toyed.
The results of the study suggest that the proportion of branded products requested by children is not influenced by the amount of commercial watching. But, children who watch more television and commercials were more likely to request not only branded goods, but also more items in general.
Young children have difficulty distinguishing between advertising and reality in ads, and ads can distort their view of the world. Young children are especially vulnerable to misleading advertising and don't begin to understand that advertisements are not always true. Because younger children do not understand persuasive intent in advertising, they are easy targets for commercial. Children begin to ask for things that they see and make connections between television advertising and store contents. They pay more attention to those ads and the list of things they want increases. They are able to recognise brands and locate goods in the store.
The make improvement parents are not just to teach kids to be media educated, but also to recognize advertising for what it is, and resists its basic messages. The challenge is to also help children make good choices, exercise autonomy, and express themselves. [continues]
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