Television Commercials: the Effects of Television Commercials to Children Under the Age of 13

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The television has been around for more than 70 years since its first publication on January 1926 by John Logie Baird who first demonstrated how a television works (Christakis and Zimmerman, 2006). This small invention turned to be something that needed to be studied on 20 years later it was first publicized.

It was also on the researches about the television wherein humankind was able to find out that it poses a threat to the society and mainly on the younger generation. To an adult, the television mainly serves as a medium to kill the boredom and adults tend to regulate themselves in watching television. Oftentimes, they know what to watch and what to do not watch. However, it is a different story when it comes to children whenever they watch television.

Children cling to the television to the extent that it becomes one of their medium to learning and since children are easily influenced, the television does a good job in manipulating the mindset and attitudes of the children that may affect their growth and development as they grow up.

Researchers, psychologists and most of the governments in the world are finding out ways on how to make the television suitable for children in all programs. However, this possibility seems to be futile to be accomplished since most of the time, children has their own freedom in the television and that they spend more hours watching compared to adults.

The History, Image and Role to the Society of the Television
Schneider Cy (1987) stated that the modern era of television started in 1955 when Walt Disney first aired “The Mickey Mouse Club” that targeted children as their main viewers. This was the first network show that aired one hour a day and five days a week. It was often aired at the time when children were home alone and in control of the television. It is during these hours when the parents are too busy with their work and that the children can have their own time in front of the television (Cy, 1987, p. 12-14). Broadcast historians made it clear that television influence started out even before 1955. In the years between 1947 and 1955, the television was remembered to have shows that were entertaining and wholesome in comparison to the television today. The role of the television today to children is a medium of entertainment. This is also true for the adults since it is their way of relieving the stress that they receive. Furthermore, the television to adults acts as a provider of information in both local and foreign news. To children, television acts as an educator although education can be achieved by social processes, the fact that television is very accessible makes it as influential as real live people. “Television once served as an agent of social control. But it has now become an agent of social change. It now fosters suspicions of traditional mores and institutions . . . and is apt to cast a jaundiced eye on the very standards the medium embraced so enthusiastically a mere generation ago.” (Robert Richter, Linda Richter and Stanley Rothman, 1996, p. 259)

The household and social uses of the television can be classified into two: the structural and the relational use. When we say structural use, we are referring to the use of the television as a medium for entertainment and relief for boredom and stress. An example of this would be when a person is left alone in the house and is tasked to do chores, the television acts as a medium to add up to the noise relieving the silence that the person experiences. When we say relational use, the television is used to a certain degree with the purpose of communication among colleagues and family members. It is in this classification wherein the television becomes a means for interaction between two or more individuals. It is clearly shown in this classification that people are moved in accordance to what they see on television. An example of this would be when a father lectures his children based on...
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