Advertising to Children Essay 4
Brainwashing
Advertising to Children
Dawn Korsick
BUS 317
Garlyn Lewis
October 10, 2009
Advertising plays an important role in business and in society. With advertising comes social and ethical responsibilities, this is especially important when advertising to children of all ages. Although a child’s age cannot be defined universally, The United Nations Educational, Scientific and Cultural Organization states early childhood is zero to eight years old. Advertising law defines the age of a child will vary by jurisdiction, but the age of twelve is a common cut-off age. It is at this age that children have developed their consumer behavior to be critical and have the ability to understand what is being advertised to them. “More and more children are becoming the sole decision makers about the products they consume” (Arens, Schaefer & Weigold, 2009, pg.40). Children are watching more television today than they did years ago, and because of this, they are viewing more commercials. These children are capable of remembering ads on the television regardless if the product is a toy or a product targeted for the adult audience. “Young people view more than 40,000 ads per year on television alone and increasingly are being exposed to advertising on the Internet, in magazines, and in schools” (Strasburger, 2001). Advertisements that are geared towards children have been debatable and presumed the influence on children’s consumption, with that in mind the rules and guidelines on advertising to children have changed and evolved more in recent years. “The commercial media pump out a continuous stream of gimmicks and clever sales initiatives to entice the unsuspecting pool of youth that form the gaming culture of today and the adult shoppers who are willing to buy toys, cereals and lunch boxes as the cost of a child's entertainment” (Steinberg, Parmar & Richard, 2006, ¶ 3). When turning on a television program made for children, they do not expect
Advertising to Children
Dawn Korsick
BUS 317
Garlyn Lewis
October 10, 2009
Advertising plays an important role in business and in society. With advertising comes social and ethical responsibilities, this is especially important when advertising to children of all ages. Although a child’s age cannot be defined universally, The United Nations Educational, Scientific and Cultural Organization states early childhood is zero to eight years old. Advertising law defines the age of a child will vary by jurisdiction, but the age of twelve is a common cut-off age. It is at this age that children have developed their consumer behavior to be critical and have the ability to understand what is being advertised to them. “More and more children are becoming the sole decision makers about the products they consume” (Arens, Schaefer & Weigold, 2009, pg.40). Children are watching more television today than they did years ago, and because of this, they are viewing more commercials. These children are capable of remembering ads on the television regardless if the product is a toy or a product targeted for the adult audience. “Young people view more than 40,000 ads per year on television alone and increasingly are being exposed to advertising on the Internet, in magazines, and in schools” (Strasburger, 2001). Advertisements that are geared towards children have been debatable and presumed the influence on children’s consumption, with that in mind the rules and guidelines on advertising to children have changed and evolved more in recent years. “The commercial media pump out a continuous stream of gimmicks and clever sales initiatives to entice the unsuspecting pool of youth that form the gaming culture of today and the adult shoppers who are willing to buy toys, cereals and lunch boxes as the cost of a child's entertainment” (Steinberg, Parmar & Richard, 2006, ¶ 3). When turning on a television program made for children, they do not expect
References: Arenas, Schaefer & Wergild (2009). Essentials of Contemporary Advertising, 2nd ed. Boston: McGraw-Hill Bulik, B.. (2009, January). TOTS JOIN TWEENS IN DIGITAL REALM. Advertising Age, 80(2), 12. Retrieved October 4, 2009, from ABI/INFORM Global. (Document ID: 1631089101). Disney and Consumer Culture. (2005). In Contemporary Youth Culture: An International Encyclopedia INDUSTRIAL CULTURE. (2005). In Contemporary Youth Culture: An International Encyclopedia http://www.credoreference.com/entry/gwyouth/industrial_culture Grossberg, Wartella & Whitney (1998) Strasburger, Victor C. (2001, June). Children and TV advertising: Nowhere to run, nowhere to hide York, Emily. (2009, June 15). [Interview with Mary Dillon]. FAST FEEDER STAYS RELEVANT BY PROVIDING COMFORT, VALUE 2/5p. Retrieved October 6, 2009 from Academic Search Premier Clay, Rebecca A