Download e-book for kindle: Advertising to Children on TV: Context, Impact, and by Barrie Gunter

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Difficulty is starting to be concerning the effectiveness of tv ads legislation within the gentle of technological advancements within the media. the present swift progress of television structures in terrestrial, sattelite, and cable codecs will quickly stream into electronic transmission. those all provide possibilities for higher commercialization via advertisements on media that experience no longer formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that would be performed to little ones via advertisement messages. This e-book explores all of those concerns and appears to the long run in contemplating how potent codes of perform and law will develop.

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The majority of the four to eight-year-olds could identify the advertisements as distinct from the surrounding program. However, a similar study by Palmer and McDowell (1979) found that five- to seven-year-olds had difficulty identifying commercials and programs. The children managed to identify only half the commercials and three quarters of the programs. EARLY UNDERSTANDING OF TV ADVERTISEMENTS 35 Attention Another way to measure awareness of advertising includes observation of young children's levels of attention when watching television.

One play area had a kitchen layout, one had a hot dog stand and outdoor eating area, and one had a shop. The cereal product was present in all three play areas. The children were shown all the play areas, and then they were asked to show what the advertisement wanted them to do. Macklin scored the children for acting out a shopping event or indicating that the cereal should be bought. None of the three- and four-year-olds gave any indication of purchasing behavior, but six (out of 15) five-year-olds did so.

As discussed in chapter three, young children are trusting of commercials, and it is possible to accuse advertisers of being unfair in taking advantage of this trusting outlook. The Independent Television Commission, regulator of television advertising in the United Kingdom, specifically mentions misleadingness in an effort to control advertisers' use of techniques that make it difficult for children to judge the true size, action, performance, or construction of a toy (see chap. 9). Areas of concern include exaggeration, fantasy, particular appeals, celebrities, use of metaphors, and special effects.

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

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