The aim of this paper is to examine what effects television advertising may have on the consumption choices of children. Advertising can be defined as a means of communication with the users of a product or service. A television advertisement (also called television commercial, commercial, ad or advert) is a message paid for by those who send them and are intended to inform or influence people who receive them. Many television advertisements feature songs or melodies popularly referred to as “jingles,” or slogans which are designed to be striking, memorable and remain in the minds of viewers long after the advertisement. Humour and animation are also often used or included in advertisements. [...]
Table of Contents
1. Introduction
2. Marketing and Media in children’s media
3. How do children process advertisement?
4. The effect of advertisement on children
5. The role of school and language in educating children about advertisement
6. Conclusion
Research Objectives and Themes
This paper aims to examine the multifaceted effects of television advertising on the consumption choices of children, while addressing the underlying marketing strategies and the necessity of media literacy education.
- The evolution of marketing techniques targeting children across television and digital platforms.
- Cognitive processes and developmental stages in how children perceive and respond to commercial messages.
- Negative social and health-related outcomes of advertising, including obesity, materialism, and parent-child conflict.
- The critical role of educational institutions and media literacy training in fostering informed consumer behavior among youth.
Excerpt from the Book
The effect of advertisement on children
According to research conducted by Roger Desmond of the University of Hartford and Rod Carveth of Morgan State University in the US, advertising can influence children in three main ways. Firstly, advertisements use powerful multimedia techniques to hold the attention of children who are exposed to them. Secondly, younger children lack the cognitive tools to tell the difference between advertisements and television programs. So, they tend to watch all advertisements shown during a program. Finally, young children are often less likely to know the difference between reality and what they are being told or shown in advertisements. Parents who have had to deal with a child pleading with them to buy the latest toy, cereal or other products know well how influential advertisements can be (Vitelli, R., 2013).
Other effects of exposing children to advertisements can include negative outcomes such as parent-child conflict, cynicism, obesity, and possibly materialistic attitudes (Calvert, S.L., 2008). Not every request for a product by younger and older children leads to a purchase. Being denied the requested product can lead to conflict between the child and parent. A study by Aitkin found that when parents denied children’s requests for products, children who were heavy viewers of the product’s advertisement argues about the purchase about 21% of the time while light viewers argued up to 9% of the time. Advertisers refer to this as the “nag factor.” Another study found a causal relationship between children’s viewing of television advertisements and their pestering parents in the grocery store. For instance, children between age’s four to six often rely on nagging, crying and whining to get their parents to buy them products in what is called “pester power.”
Summary of Chapters
1. Introduction: Defines advertising as a communication tool and outlines the scope of examining its influence on children’s consumption choices within the current consumerist ideology.
2. Marketing and Media in children’s media: Discusses various marketing techniques, including traditional methods and newer stealth strategies, used to capture children's attention and loyalty.
3. How do children process advertisement?: Explores the cognitive developmental stages that influence how children recognize, remember, and understand the persuasive intent of advertisements.
4. The effect of advertisement on children: Examines the psychological and physical impacts of advertising, highlighting issues like the "nag factor," childhood obesity, and materialistic values.
5. The role of school and language in educating children about advertisement: Argues for the implementation of media literacy programs to help students critically analyze commercials and make informed choices.
6. Conclusion: Summarizes the pervasive nature of advertising and emphasizes the urgent need for regulation and educational intervention to protect children.
Keywords
Television Advertising, Children, Marketing Techniques, Consumer Choice, Media Literacy, Stealth Advertising, Pester Power, Childhood Obesity, Brand Loyalty, Cognitive Development, Consumer Education, Materialism, Product Placement, Advertising Regulation.
Frequently Asked Questions
What is the primary focus of this work?
The paper investigates the influence of television and digital advertising on children, specifically how these messages shape their consumption habits and the potential negative consequences involved.
What are the core thematic fields covered?
The work covers marketing strategies for youth, cognitive processing of ads by children, the social/health implications of advertising, and the pedagogical approach to media literacy.
What is the ultimate research objective?
The primary goal is to determine the impact of advertising on children's consumption choices and to highlight the necessity of media education in mitigating potential harm.
What scientific methodology is utilized?
The study employs a comprehensive literature review, drawing on psychological and sociological research, along with case studies and existing academic findings regarding consumer behavior.
What is covered in the main body of the text?
The main body details specific marketing tactics, stages of how children process ads, observed negative effects like obesity and parent-child conflict, and strategies for classroom-based media literacy.
Which keywords characterize this paper?
Key terms include television advertising, media literacy, consumer behavior, pester power, stealth advertising, and childhood development.
What is meant by the "nag factor" or "pester power"?
It refers to the phenomenon where children persistently demand or "nag" their parents to purchase products they have seen advertised, often leading to parent-child conflict.
How can schools effectively teach media literacy to students learning a second language?
The author suggests using visual aids, practical games, and simplified frameworks that align with the students' language proficiency levels to help them critically evaluate media messages.
- Citation du texte
- Anonym (Auteur), 2016, Effect of Television Advertisement on Children's Consumption Choices, Munich, GRIN Verlag, https://www.grin.com/document/418951
