Advertising to Children on TV: Content, Impact, and by Barrie Gunter

By Barrie Gunter

Trouble is transforming into in regards to the effectiveness of tv ads rules within the gentle of technological advancements within the media. the present fast development of television systems in terrestrial, sattelite, and cable codecs will quickly circulate into electronic transmission. those all supply possibilities for higher 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 may be performed to kids via advertisement messages. This booklet explores all of those concerns and appears to the longer term in contemplating how potent codes of perform and legislation will develop.

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2003) found that although children at the age of eight can recall many examples of programs and their sponsors, it is not until the age of about 10 years that the relationship between the two is identified in terms of promotional or financial meaning. Piepe, Charlton, Morey, Yerrel, and Ledwith (1986) considered the effects of sponsorship on children's behavior and investigated whether sponsored sport leads to children smoking. They carried out a survey of more than 800 children aged between 11 and 15 years, dividing them into smokers and nonsmokers and testing their exposure to sponsored sport and recall of branded cigarettes.

The figure of 69% found by Bijmolt et al. was therefore not significantly better than chance and no conclusions can be drawn from their results. 's study is surprising given the age of the children in their study. They included five- to eight-year-olds, and given the other evidence for older children's understanding of advertisements (see chap. 4), it might have been expected that a group that included seven- and eight-year-olds would have done well on a nonverbal task. We have emphasized the details of the nonverbal studies in which children had to choose pictures to indicate understanding because many authors have claimed that such nonverbal tasks have demonstrated that young children have an appreciation of the persuasive intent of advertisements.

Focus groups were undertaken separately with girls, boys, and mothers to ensure the level of fantasy was seen as exciting rather than dangerous and to check that children could relate to the animated figures of the child and dog. As a campaign, the fantasy advertisements were successful, leading to an increase in both awareness and purchase (J. Ellyatt, 1999). Generally, there is uncertainty as to whether very young children can distinguish fantasy and reality in advertising. , 1994). Appeals The range of appeals advertisers use can be broadly categorized into a small number of main themes according to Kunkel and Gantz (1992).

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