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Impact of television advertising on children
Impact of television advertising on children
How does TV affect children
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Recommended: Impact of television advertising on children
Children Interacting with Television Advertising Introduction The following research has sought to understand the influence of television on children over the past twenty years using a variety of social models, from public policy and industry self-regulation, to how children receive and process media messages and the parental responsibility in monitoring what is acceptable for children to view. As a baseline, our research used a model of children interacting with television. We expounded on this model in an effort to seek current data and information that affects children today. Our group divided this model into the following categories: · Decision to View Television ·Public Policy Makers ·Consumer Protectionists ·Industry Self-Regulation ·Television Advertising Message ·Receiving and Processing Message ·Cognitions ·Behaviors ·Parents After analyzing this model, we conducted our own research to study current trends and determine whether childrens’ behavior has changed significantly in the past 20 years. Our empirical research includes studies in contemporary advertising techniques, changes in children’s television viewing preferences, and the relationship to childhood development. Each category explains a different element of the process of how children interpret and act upon the medias influence.
The Decision to View Television and Parental Influence Today, children in the United States watch an average of 3 to 5 hours of television every day, and up to an average of 24 hours of television a week. Did you know that on average, children will see 576 or more commercials each week? Children’s programming devotes up to 12 hours to advertising a week. Research has demonstrated that the effect of television viewing on children leads to a number of possible problems. Television affects social and emotional behavior, creativity and language skills, and school achievement. There is an organization out there in support of children and parents who are concerned with the way television is being viewed.
The name of this organization is CARU, Children’s Advertising Review Unit, and it is an industry supported self-regulatory system of the children’s advertising industry. “CARU works with the industry to ensure that advertising directed to kids is truthful, and above all fair.” (Better Business Bureau) The purpose of CARU is to maintain a balance between controlling the message children receive from advertising, and promoting the important information to children through advertising. Another organization working towards controlling advertising towards children is the “Children’s Television Act of 1990 who limited advertising on children’s programs to 10.5 minutes per hour on weekends and 12 minutes per hour on weekdays.
In the documentary Consuming Kids: The Commercialization of Childhood and Argument—Yes! Children need Protection..., media critic Hoerrner and marketing various marketers’ state that marketers sell children's product, not values. Consequently, marketers teach values of self-worth and deceiving in order to sell their product. These values that children learn are like fingerprints, no two children will have gotten the same message from ads. Values children learn come from the American Mantra as Velma Lapoint point out from the documentary that “you are what buy...own...if you don’t have it you are less than...a nobody”. This powerful statement tells children that if they do not have a product they are worthless (Lapoint 16). Marketing advertisements
Clifford, Brian R., Barrie Gunter, and Jill L. McAleer. Television and Children: Program Evaluation, Comprehension, and Impact. Hillsdale, NJ: Erlbaum, 1995. Print.
It may be hard to admit, but television has become an intricate part of our everyday lives. People children often find themselves sitting in front of the television screen for a longer period of time than before and this has evolved immensely over the past few years. In this article, “The Trouble with Television,” by the author Marie Winn, mentions that addiction of television is negative effects on children and families. It keeps the families from doing other things and it’s a hidden competitor for all other activities. Television takes place of play and on top of that kids who watch a lot of television grow uncivilized. Also, the author mentioned that televisions are less resourceful for children and have negative effects on children’s school achievement and on physical fitness. Although there are so many other types of addictions but the author Marie Winn’s points of argument of watching television is a serious addiction that our children and families have negative effects.
Alcohol. Obesity. Violence. For kids today in the United States, these are only a few of the problems linked to the child-targeted mass media, especially the multi- million dollar business—television commercials in children’s programming. With the disappearance of a TV-free environment, a typical American kid sees about 40,000 television advertisements each year, most of which are for soda, candy, video games, fast food and their free toys. In order to collect some information, I sat down on a Saturday morning on July 16, 2004, and recorded several kids’ TV ads for further analysis. Needless to say, the results were quite shocking—aside from the obvious, I also noticed that most ads featured active and aggressive boys while the presence of girls was rarely to be seen. Being a girl myself, I felt the need to take a close look at such inequality. I began to wonder if commercialism has overlooked the importance of gender issues, which would then create negative impacts on children by sending out harmful hidden messages. For example, these ads can promote a polarization of gender roles that portray the sexes in stereotypical and traditional ways, which will unconsciously affect young viewers’ attitudes and values. In his article written in 1988, “What Are TV Ads Selling to Children,” John J. O’Connor asserts, “Things haven’t changed much in the television business of children’s merchandising, and some aspects of the scene are even more appalling.” Indeed, though not as prevalent as in earlier years, TV commercials aimed at kids still contain underlying themes such as sexism that’s extremely harmful to the development of the youth.
In “Television Harms Children”, Ann Vorisek White claims that the intellectual and cognitive development of children who frequently watch television is threatened. To support this claim, she points to the findings that “the more television children watch, the weaker their language skills and imaginations” (White, 2006). Before the brain fully matures around age 12, it is in the stage of rapid development. The American Academy of Pediatrics (AAP) “recommends that children under the age of two not watch TV or videos, and that older children watch only one to two hours per day of nonviolent, educational TV” (White, 2006). A study from the AAP (as cited in White, 2006) found that the average American child watches four hours of television every day. Considering "expression and reasoning are not automatic" abilities, young children who routinely watch television eventually become "passive and nonverbal" to stimuli in their environment (White, 2006). Since the normality of curiosity and imaginations of young children are the foundation of how they learn, remaining passive for extended periods of time affects their intellectual and moral development.
Television has become a big part in children’s day-to-day lives especially in the 20th century. Children in this century rely on television to keep them entertained and educated instead of entertaining and educating themselves by participating in activities, which will teach them a lot more in life then the actual television. There is no doubt that children are most easily influenced by television because of the different content that they watch as well as the amount of time consumed watching TV. The television does have an emotional and intellectual development on children but this all depends on the content that they’re watching and the way that they absorb the information that the show is trying to send out. Different programs will portray
... for children. Children are exposed to 20,000 advertisements a year. The average child watches 8,000 televised murders and 100,000 acts of violence before finishing elementary school. By the time children graduate from high school, those numbers more than doubles. Furthermore, television is shown to influence attitudes about race and gender. Pro-social and anti-social behaviors are influenced by television.
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
Today’s youth are spending more time indoors in front of a television than they do outside playing, which has been reported in studies to have negative effects on children; My early childhood education teachers have taught me that a brain/body in motion helps the child to gain fine motor, gross motor, cognitive and language skills. Bly cities the National Institute of Mental Health which found that “more skill and concentration was needed to eat a meal than to watch television, and how the constant watching left people passive yet tense, and unable to concentrate” (page 5). In my experience I came across a parent who was set in her ways; she believes that television education is more beneficial for a child than to have a child sit in a classroom learning environment. I asked her why she said “television gives her child a quieter atmosphere to learn in”. She then got upset when it was time for me to do child assessment on her child. She was embarrassed. She couldn’t understand why her child was so far behind the other children. She asked me what the difference was; why was her child not able to keep up. She became confused. I myself thought shows’ like “Sesame Street” were educational but I never thought it could replace school. I thought that it aided and had a positive effect. I never took the time to realize what Bly meant when he said “the show’s producers have violated the natural slowness in which
Children in their adolescents years watch a great amount of TV each week and it is almost inevitable that they will start to be influenced by what they see on their television. They will see diffe...
Schmitt, K. L., Duyuck Woolf, K., & Anderson, D. R. (2003, June). iewing the Viewers: Viewing Behaviours by Children and Adults During Teleision Programmes and Commericals. Journal of Communication , 265-281.
Without a doubt, television is the central and principal form of communication in many people’s lives. This form is most often exposed to a child who instantly becomes accustomed to its presence. Children are televisions largest audience, as Morris shows, “Children aged two to five look at the TV tube on an average of 28.4 hours a week; those between the ages of six and eleven average 23.6 hours a week”. Television has played an important role in many children’s lives and its viewing has been a favorite activity for many of them. The effects of television on children have been disputed. Some people have said that viewing time has a negative impact on children. Other people, however, feel that the early educational television productions for children help tehm learn.
What are some the implications media is having on the youth of today? Are parents competing with sophisticated physiologically designed media to keep their children healthy and safe? How and why does advertisement influence the social, physical, cognitive, and moral development of young children? The major influence in the social construct of moral and cognitive development of an individual is the family. Due to the influences on the youth of today, parents need to be more aware, and combat the effects of advertising on children.
How TV Affects your Child? Kids Health. October 2011. Web. The Web.
Across America in homes, schools, and businesses, sits advertisers' mass marketing tool, the television, usurping freedoms from children and their parents and changing American culture. Virtually an entire nation has surrendered itself wholesale to a medium for selling. Advertisers, within the constraints of the law, use their thirty-second commercials to target America's youth to be the decision-makers, convincing their parents to buy the advertised toys, foods, drinks, clothes, and other products. Inherent in this targeting, especially of the very young, are the advertisers; fostering the youth's loyalty to brands, creating among the children a loss of individuality and self-sufficiency, denying them the ability to explore and create but instead often encouraging poor health habits. The children demanding advertiser's products are influencing economic hardships in many families today. These children, targeted by advertisers, are so vulnerable to trickery, are so mentally and emotionally unable to understand reality because they lack the cognitive reasoning skills needed to be skeptical of advertisements. Children spend thousands of hours captivated by various advertising tactics and do not understand their subtleties.