Children are Vulnerable Prey to Media Advertisements

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Recommended: Impact of advertising on children

THE ‘OTHER’ CHILD PREDATORS,

ADVERTISERS WANT YOUR KIDS

“What do you call a consumer who wants to buy everything you have, doesn't care what it costs and is less than five feet tall? A marketer's dream? Nope. You call them kids,” declared a report titled ‘The ABC’s of Advertising to Kids Online’ . Some techniques used by advertisers’ have proven to be harmful to the psychological and physical well-being of the viewer, specifically children. Children under the age of five are most vulnerable because they do not understand the concept of advertising. Adolescents are also vulnerable to these harmful effects because they are often self-conscious and insecure during the transition into adulthood. Advertisers work on a cradle to grave system, influencing children as young as possible. Are your children safe?

Advertisers recognize that consumers are loyal to brands and so, by targeting children, they can have loyal customers for longer. Children under the age of five are an easy target because they are yet to understand the concept of advertising and so watch their TV programmes and advertisements with equal attention unaware that they are being influenced by commercials. In 1991, a study titled ‘Brand Logo Recognition by Children Aged 3 to 6 years: Mickey Mouse and Old Joe the Camel’ was conducted to explore brand recognition in children. This study found that, before they could read, 52% of 3 year-olds and 74% of 4 year-olds were asking after specific brands. Mike Searles, Kids ‘R’ Us president, says, “If you own this child at an early age… you can own this child for years to come.”

The average child will watch 10, 000 advertisements in a single year and 98% of these are for food with a low nutritional value . This influen...

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...www.campaignforrealbeauty.com.au/dove-self-esteem-fund/be-inspired.asp (collected 03/04/2011)

All About Medical Sales, ‘Effective Marketing with Humour’ (2005) http://www.allaboutmedicalsales.com/ontarget/4-8_marketing_with_humour.html (collected 03/05/2011)

You Tube, ‘Pepsi MAX ® - Love Hurts – Crash the Superbowl 2011 Winner’ (2011) http://www.youtube.com/watch?v=ZVQrH0aHGAc (collected 12/05/2011)

You Tube ‘No Pun Intended – Doritos Ad’ (2008) http://www.youtube.com/watch?v=YFSLhBecnNQ (collected 12/05/2011)

Business Knowledge Source, ‘The Importance of Repetition in Advertising’ (2011), http://www.businessknowledgesource.com/marketing/the_importance_of_repetition_in_advertising_021569.html (collected 10/05/2011)

You Tube, ‘Argentinian Coca-Cola Ad – For Everyone Long Version’ (2010) http://www.youtube.com/watch?v=OMuqw03jjgY (collected 12/05/2011)

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