The Effects of Advertising on Children

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Television Advertising to Children

A review of contemporary research on the influence of television advertising directed to children

Prepared for ACMA by Dr Jeffrey E. Brand

May 2007

© Commonwealth of Australia 2007 This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from the Commonwealth. Requests and inquiries concerning reproduction and rights should be addressed to the Manager, Communications/Media, Australian Communications and Media Authority, PO Box 13112 Law Courts, Melbourne Vic 8010. Published by the Australian Communications and Media Authority Canberra Central Office Purple Building, Benjamin Offices Chan Street, Belconnen PO Box 78, Belconnen ACT 2616 Tel: 02 6219 5555 Fax: 02 6219 5200

Melbourne Central Office
Level 44, Melbourne Central Tower 360 Elizabeth Street, Melbourne PO Box 13112 Law Courts Melbourne Vic 8010 Tel: 03 9963 6800 Fax: 03 9963 6899 TTY: 03 9963 6948

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Australian Communications and Media Authority

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Contents
PREFACE......................................................................................................................................... 3 EXECUTIVE SUMMARY.................................................................................................................. 4

Research findings ............................................................................................................................. 5 Cognitive development ................................................................................................................. 5 Advertising repetition ................................................................................................................... 5 Characters ..................................................................................................................................... 5 Premium offers ............................................................................................................................. 6 Pester power.................................................................................................................................. 6 Food and beverage preferences..................................................................................................... 6 Interactive media........................................................................................................................... 7 Media literacy ............................................................................................................................... 7 Gendered, racial and cultural portrayals ....................................................................................... 8 The state and perspective of knowledge ....................................................................................... 8 INTRODUCTION .............................................................................................................................. 9

CTS provisions ................................................................................................................................. 9 Children’s and preschool children’s programs ............................................................................. 9 All C and P programs must be classified by ACMA prior to broadcast. ...................................... 9 Advertising directed to children.................................................................................................. 10 Unsuitable material ..................................................................................................................... 10 Commercial Television Industry Code of Practice...
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