Get Advertising to Children on TV: Content, Impact, and PDF
By Barrie Gunter
Predicament is growing to be in regards to the effectiveness of tv ads legislation within the mild of technological advancements within the media. the present swift progress of television systems in terrestrial, sattelite, and cable codecs will quickly flow into electronic transmission. those all provide possibilities for larger commercialization via advertisements on media that experience now not formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that will be performed to teenagers via advertisement messages. This publication explores all of those matters and appears to the longer term in contemplating how potent codes of perform and rules will develop.
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Extra info for Advertising to Children on TV: Content, Impact, and Regulation
THE NATURE OF ADVERTISING TO CHILDREN 19 Forum, 1996). Children in the United Kingdom and United States are exposed to about 10 food commercials for every hour of television, and the majority of these advertisements are for sweets, fast food, sugary drinks, and sweetened breakfast cereals (Revill, 2002). In contrast to the above negative implications for children's advertising, a study by Dickinson (2000) considered food advertising in a slightly different context. He investigated the food choices of 11- to 18-year-olds, with reference to the role of television.
Metaphors Metaphors are frequently used in advertising as a linguistic tool in which the qualities of one object are transferred to another (Pawlowski, Badzinski, & Mitchell, 1998). In a content analysis of British children's television commercials, Young (1990) found that nearly a third featured metaphors. As an example of a metaphor, Pawlowski et al. " Metaphors are used to create strong visual images that can stimulate the imagination and therefore aid recall of the product. There is some debate as to whether children understand metaphors, but nevertheless, they are common in children's advertising.
Children in this stage also show a positive attitude toward advertising. In other words, young children might distinguish commercials on the basis of perceptual cues rather than any understanding of persuasive intent. In contrast, children in the concrete operational stage have a better understanding of advertising and are less likely to take advertisements at face value. In a development of the stages suggested by Piaget, work by Roedder (1981) focused on children's ability to process information.
Advertising to Children on TV: Content, Impact, and Regulation by Barrie Gunter