BAN ON ADVERTISEMENTS

Should There Be A Ban On Television Advertisement Aimed At Children?

Abstract

In this paper, we try to explore the effects of advertisement on children in a holistic context. The main focus of the research is on to study the impact of the growing influence of advertisements on children across the world. The research also analyzes many aspects of ban on television advertisement and tries to gauge its effect on children. Finally, the research describes various factors, which are responsible for the children being, a prime target of the advertising system and tries to describe its overall effect on children.

Should There Be A Ban On Television Advertisement Aimed At Children?

Introduction

There should be a ban on television advertisement aimed at children, as it has multiple effects on them both mentally and physically. For instance, just in France, a child of 4, 8 and 12 has its own TV. A child between 4 and 10 years spent 2 hours 18 minutes per day to the consumption of television commercials for 30 000 children seen by a year in the United States, according to Consumers Union Association (Sass, 2009).

The impact of advertising on children's health is the subject of many international studies together scientists attached to the issue of childhood obesity, presented including WHO (World Health Organization). According to the Agency for Food Safety Food “exposure to television advertising has a direct impact on major balanced diet of children. On the one hand, the time spent watching TV helps settle the child. On the other hand, the proportion of food commercials aimed at children is 62% on average on Wednesday. For adults, only 42% of pubs are eating. Half of these ads are for products with high calorific value” (Ambler, 2007).

The Situation

The marketing machine is characterized in this regard very high returns on investments and a large number of research activities. The most striking result is that children have become increasingly important consumers, with a dramatic increase in purchasing power. This result comes from an extensive advertising. The advertisements directed to children are full of emotions and, thanks to the effectiveness of languages, including cognitive stimulation. The seduction is often implemented with the use of testimonials, real or imaginary, and images identify with: children and teenagers often a bit larger than those corresponding to the target. Moreover, as recalled by Francesca Romana Puggelli, author of Generation Spot, children and advertising, the reference to values, to challenge or to group pressure are additional incentives to persuasion (Gunter & Oates, 2010). In general, the advertising works on the typical needs of children and adolescents. Often the promise is that of a high level of success and social acceptance through the purchase of goods with style or that others cannot have.

Conditions and effects in America

Several U.S. studies seem to show that already at 18 months children are able to recognize the commercial logos, and before reaching the second year of age are asking for the brand named ...