Abstract
Children’s advertising is a type of communication aimed at persuading children into loving and purchasing some types of goods. Currently, they are extensively used to meet the increasing market in society. This paper provides detailed information on what children’s advertising entails. It also provides detailed information on the negative influences of children’s advertising on the growth and development of children.
Introduction
“Advertising is a paid form of communication intended to inform, persuade, and remind an audience to take some kind of action,” (Kaser, 2012, p. 26). All people regardless of age and gender are targets of advertisements. However, children have been found to be the best targets. According to Lusted (2010), children are the most spendthrift individuals in the world. They have also the potential of influencing their parents into purchasing some specific products. Today’s children access over 40,000 commercial programs on television. The internet sites visited by the children via phones and laptops also advertise different products. However, this paper aims at providing detailed information as to why it is crucial for advertising to children not to be permitted.
Unhealthy foods and beverages
Good eating habit is one of the social elements that are strictly observed by most societies in the world. However, the majority of marketers have gone against this social norm. “According to many researchers, the prevalence of type 2 diabetes is increasing exponentially in youths,” (Pardun, 2013, p.1966). This is as a result of the increased persuasion of the children into consuming unhealthy foods and beverages by diverse advertisements. Approximately 92 percent of children’s advertisements speak of beverages and foods. Unfortunately, most of these advertisements speak mostly of carbonated beverages and fast foods such as snacks and candy (Pardun, 2013).
The exposure of children to such unhealthy foods contributes to the emergence and advancement of obesity cases. According to Pardun (2013, p. 1965), most students prefer consuming the advertised foods to other unadvertised types of foods offered in their respective homes. Therefore, it is decisive for the advertising to children to be banned so as to combat the eating of unhealthy foods and drinks by the children.
Commercials and programs
According to many societies, it is unethical for anyone to take advantage of young children in making decisions. Most children lack the capability of distinguishing commercials from programs (Crouse, 2011). Furthermore, most children do not understand the intent of advertisements (Carlson and Macklin, 1999). For instance, most researchers believe that young children lack the understanding of the persuasive purpose of most of the advertisements they come across in their daily lives (Carlson and Macklin, 1999). According to the researchers, children perceive advertisements as a source of not only information but also elements of truth and entertainment (Crouse, 2011). Thus, it is essential for children to attain certain age (adult-like age) so as to understand the advertising messages and their objectives.
Misleading advertisements
All societies in the world appreciate the growth and development of respective children. They love seeing children observing social norms. However, some advertisements are misleading. This is evidenced by the efforts that have been put since the 1980s by some organizations such as Federal Trade Commission (FTC) towards eliminating unfair advertising to children. A good example is Teenage Mutant Ninja Turtles, a program of the 1980s.
This cartoon network program utilized characters such as Joe Camel in advertising some un-societal products such as cigarettes and alcohol. Unfortunately, an “unprecedented amount of marketing attention is being directed toward the ever-expanding and lucrative children’s market,” (Carlson and Macklin, 1999, p. 20). It is through such programs that most children including youths learned how to abuse drugs in the past. Thus, it is important for advertising to the children to be banned so as to protect the children from abusing drugs.
Children controlling consumer culture
It is unethical for children to decide for their respective families what to do. According to Lusted (2010), kids and teens control American consumer culture. They are the ones who command the attention and creativity of the advertisers. It is through their tests that almost everything is driven by market trends. Sorry to say, very few adults tend to know the impacts of the market shift on children (Lusted, 2010).
For instance, children in most families determine the type of food and clothing to be worn by their family members. It is also evident that children play a significant role in determining not only the type of entertainment but also larger purchases such as cars. With this freedom, children are prone to living strenuous lives in the future; most of them are prone to struggling towards possessing what other families have instead of investing. Thus, it is crucial for advertising to the children to be banned so as to brighten the future of the children.
Gender insensitive
Segregation of any kind is an un-societal act. According to most societies, all people are important regardless of age or gender. Children’s advertising is gender insensitive. This is evidenced by the research carried out in Denmark. According to Blades, Gunter and Oates (2004, p. 21), marketers prefer boys to girls when advertising their products. From this, it is evident that stereotyped perceptions of gender roles will continue to exist (Blades et al, 2004).
Children’s advertising also contributes towards the advancement of racism. This is evidenced by one of the U.S school television stations name Channel One; commercials in Channel One are dominated by white teenagers. Just like in the U.S, white characters are frequently used in advertising to children in the United Kingdom (Blades et al, 2004). Such segregations in children’s advertising contribute immensely between white and black children. Thus, it is vital for children’s advertising to be banned so as to enhance peaceful coexistence between different genders in society.
Materialistic children
Education is one of the elements that are observed by all societies in the world. It plays a significant role in uniting people in society. However, children’s advertising has made many children become materialistic. This is evidenced by what most children wish to become when they mature. Unlike in the past where children longed for professions such as astronomy and surgery, the current children wish to become rich like the persons they see and read in the advertisements. Children’s advertising has corrupted the minds of young children extremely; it has made the majority of them disregard education. Thus, it is important for children’s advertising to be banned so as to enhance pursue of education by children.
Conclusion
Conclusively, children’s advertising is crucial. It enables them to broaden their ways of thinking and solving issues. Some of the advertisements also aid children in the selection of appropriate meals. However, its negative impacts outweigh the positives. For instance, it has led to the exponential growth of type 2 diabetes. This is through its persuasion of the children into consuming unhealthy foods and drinks. Some advertisements are also misleading. They have led most children including youths to abuse drugs. Children’s advertising has also led to kids and teens taking control of consumer culture in most societies, a practice that is un-societal. Thus, it is crucial for children’s advertising to be banned so as to protect the children from indulging in unethical and un-societal acts.
References
Blades, M., Gunter, B., & Oates, C. (2004). Advertising to Children on TV: Content, Impact, and Regulation. New York: Routledge.
Carlson, L. & Macklin, M. (1999). Advertising to Children: Concepts and Controversies. New York: SAGE.
Crouse, J. (2011). Children at Risk: The Precarious State of Children’s Well-Being in America. New York: Transaction Publishers.
Kaser, K. (2012). Advertising and Sales Promotion. New York: Cengage Learning.
Lusted, M. (2010). Advertising to Children. New York: ABDO.
Pardun, C. (2013). Advertising and Society: An Introduction. New York: John Wiley & Sons.