Advertising and Children

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Our world surrounds us with advertising all the time. In the car we hear ads on the radio or see billboards as we drive by, out in public we see signs and see bags with store names on them, and even in the comfort of our own homes we are exposed to advertising on TV and also from the mail we receive. No matter how hard we try it is almost impossible to completely avoid all advertising. Now, think about children. Growing up in a world and seeing all these images all around them and not even being aware that they are being advertised to. They trust the words that all the advertisements talk about even when they are wrong. Children are the most easily This paper discusses the negative effects advertising has on children. Areas of research include gender stereotyping, fast food advertising, and lack of awareness of advertising and its intent and meaning. Television is a big part of most people’s lives, not only for adults but also for children. An easy way to entertain a child is to let them watch television and keep themselves occupied. Every time a parent turns on a television channel for a child they are being exposed to advertising and it is not only through commercials. For example, Nickelodeon had a series called “Zoey 101” in this show all the children’s technology had a pear with a bite taken out of it. This logo was used on all the “popular” new gadgets on the show and there were even a few instances where the characters made a big deal about getting the new “pear” technology. While watching this show with my five year old cousin, she turned to me and said “those pear phones are like you iPhone.” Coincident? I think not. This was purposely put in there to make it seem as if they were not directly advertising to children th... ... middle of paper ... ...ted Bernhardt, A.M., Wilking, C., Adachi-Mejia, A.M., Bergamini, E., Marijinissen, J., & Sargent, J.D. (2013) . How Television Fast Food Marketing Aimed at Children Compares with Adult Advertisements. Plos ONE,8(8), 1-6. Harris, J.L., Sarda, W., Schwartz, M.B., & Brownell, K.D. (2013). Redefining “Child-Directed Advertising” to Reduce Unhealthy Television Food Advertising. American Journal Of Preventive Medicine, 44(4), 358-364. Hudson, S. & Elltiot, C. (2013). Measuring the Impact of Product Placement on Children Using Digital Brand Integration. Journal of Food Products Marketing, 19(3), 176-200Martinez, E., Nicolas, M., & Salas, A. (2013). Gender Respresentation in Advertising of Toys in the Christmas Period (2009-12). Comunicar.21(41), 187-194. Wood, J.T.(2013). Gendered lives: Communication, Gender, and Culture. (10th ed.). Boston: Wadsworth Cengage.
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