Should children learn about advertising in school?

As Gunter et al (2005) informs “the main function of an advert is to convey a message about a brand effectively to influence consumers’ perceptions of the brand, to render the brand more desirable, and to create an intention to buy, to eventual purchase.” (Gunter 2005:100) This can have a hugely negative effect on children with the encouragement of wanting things for ‘purely commercial terms’ (Gunter et al 2005:4).  He goes on to discuss that young children are vulnerable to advertising as they “know less about the intent of advertisers” (Gunter et al 2005:9) and the process behind advertising. This view is supported by Banaji (2010) who states that children are more vulnerable than adults to the effects of the media and it is an innocent and easily influential target audience.

Therefore, a way to increase children’s understanding, is by spending time in school learning about advertising. (Gunter et al 2005) Banaji (2010) concurs stating that it is hugely important children have an understanding of adverts and teachers should take time and care in ensuring appropriate methods are used to ensure full understanding of the advertising world is portrayed. (Banaji 2010) By using discussion as a starting point to explore children’s current knowledge and perceptions allows the teacher to see where understanding is lacking. (Banaji 2010) this can then lead to teachers choosing appropriate areas of focus.

I feel that the teaching of advertisement is necessary in the classroom. Rather than sheltering the children from real life, popular cultures, and the persuasion behind advertising we should just educate them around the issues of advertising and make them aware of the negative sides and the aims behind it all.

Banaji, S. (2005) 'Analysing Advertisements in the Classroom' in Bazelgette, C. (ed) Teaching Media in Primary Schools London: Sage

Gunter, B. Oates, C. & Blades, M. (2005) Advertising to Children on TV New Jersey, Lawrence Eribaum Associates