Children in Advertisements

Good Essays
The ever expanding markets for goods and their unchallenged assault through advertisements are flooding the society with information and ideas, attitudes and imagery which is difficult to control and assimilate.

This is affecting the young minds to a great extent especially when entertainment is interspersed with commercial messages. Adults may be able to develop a rational resistance to this onslaught, but children may not.

The children of non-TV age did not take advertisements seriously. They heard commercials on radio, read advertisements in comic books, children's magazines and outdoor posters. On the whole, adults as well as children cared little for advertisements.

Television changed people/Es perception of advertisements.

For the TV advertiser, children are a very attractive target group to be cultivated. They become a pressure group on parents and parents often succumb to children's demands. Sometimes it takes a form of emotional blackmail.

They are not buyers. According to Wadwalkar (1990)," children are parasite consumers." But, children are potential buyers. They will grow up watching certain brands and kinds of products on television.

Long repetitive exposure causes familiarity. In mass communication, familiarity is rightly considered a prerequisite for persuasion and control, and repetition a principle of persuasion.

TV advertising for children is an investment for the future too. When they turn into buyers they are already oriented towards buying certain brands and kinds of products.

Wadwalkar says, that by taking messages to children, the TV advertiser, at one stroke, has widened the decision making base in the family. No more could adults entirely dictate the purchase of all the different kinds and brands of products. Children cannot be kept entirely out of such decision making.

This concerns not so much the quantum of planned purchase, but the occasional, repeat and impulsive purchases.

Children are fascinated by TV

You May Also Find These Documents Helpful

  • Good Essays

    Mitchell 1 We see advertisements all over the place. Either they are on television, magazines or the radio. Roughly there is no way you can escape these images. The ads have their target audience, who advertisers specifically design it for. Advertising is a means of attracting peoples attention to force them to buy the product. In Dan Cook's article, "Lunchbox Hegemony," he explains how advertisement has been using up children's daily existence through these brand named messages. We tend to see…

    • 845 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    advertising to children exploitative? What restrictions should be placed on advertising to children? Up until recently, parents had been the intended target audience for advertising efforts aimed for children of young age groups. However it is now the children who have become the main focus. The growth in advertising channels reaching children and the privatisation of children’s media use have resulted in a dramatic increase in advertising directly intended for the eyes and ears of children (Wilcox et…

    • 1822 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    for Children Today 's children are unique in many ways from previous generations, but perhaps the most influencing on our young children today is Television advertisements. "In 1997, the nation 's estimated 34 million children age 12 and under will have spent or influenced spending of a record $500 billion" (Horovitz 1997). There is obviously a great deal of interest in this subject, many books have been written, and many studies and reports done on the effects of TV advertising on children. In…

    • 2994 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    Read about influence of advertising on children. Advertising affects children and commercials influence children which can be seen in their constant demands for products advertised on television. There can be many negative effects of advertising on children if parents are not careful. Although advertisements help us to become aware of the products in the market, they have their negative effects also. Children today are exposed to all types of advertisements on the various media like the television…

    • 2800 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Impact of Advertisements on Children in India Abstract Background: Advertisements has been a part of our culture and its impact of young children has been a concern for quite some time. The Society at large must raise their voice. Aim: This study was conducted to find out the implication of irresponsible advertisements and their impact of children of aged 7-15. Methods: Cross-sectional study was conducted on children and parents with two separate independent questionnaires…

    • 3441 Words
    • 14 Pages
    Powerful Essays
  • Satisfactory Essays

    Who all would want to ban advertisements targeting children? In my opinion I certainly believe that they should be banned. For example, a kid is watching a commercial on tv and its about cigarettes or drinking and the commercial is showing them having a good time, later then the kid is going to want to try it because he's going to say they look like they are having fun. Also, that means banned to the adults as well. Today, children that I know of are already drinking alcohol and smoking…

    • 327 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    treat their children as their number one priority, and they are often obsessed with the child's protection, be it from an illness, danger and even certain people. Despite all this protection, we allow our children to be allured into the 'wonderful' world of advertising. From such an early age we are told by our parents 'don't talk to strangers'. How is it that after 30 seconds of TV, associating products with our favourite characters or even glancing at a poster in the street, our children are instantly…

    • 583 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Opinion essay Advertisements aimed at children should be banned Have you ever thought about advertisements influence too children? In nowadays we can see many advertisements aimed to children. In my opinion this ads should be banned. First and foremost i believe advertisements aimed at children should be banned because these ads are wrong and unnecessary they are often for toys or junk food. Children are very easily fooled by ads, and cannot tell when an advertisement is stretching the truth…

    • 387 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Impact of unhealthy food advertisements on children Abstract Studies have shown that a trend toward junk food consumption has been increased among children in Pakistan, which is ultimately leading to childhood obesity. Our purpose of study is analyzing the impact of food advertisements on the children aged 8-13 years in terms of the food ads influence on their unhealthy food consumption and purchasing preference. The methodology we used was that firstly we had surveyed 10 well known primary…

    • 3503 Words
    • 15 Pages
    Best Essays
  • Good Essays

    Everyday our children come under an increasing exposure to television commercials and with the growing use of animation techniques. These advertisements are posing attractive to children. How do children process the advertised message, what do they do with it and to what extent they are influenced by what they see and hear? All these questions have become the subject of my research. The degree of impact of advertising on adults may be problematic but the outcome is devastating for…

    • 786 Words
    • 4 Pages
    Good Essays