Children's advertising
The debate of whether advertising is appropriate for children is current and ongoing within today's society. There are many aspects and dependents that highlight whether advertisements may be beneficial to children or not. The main issue of adverts is that they are targeting an innocent and easy influenced audience as 'children are more vulnerable than adults to the effects of media' (Banaji 2010:62). The majority of critics believe that children are vulnerable to advertising because they are unaware of the intent of adverts and that they are usually unrealistic and may create many negative impacts on their lives (Gunter, Oates & Blades 2005:9). Critics have also said that advertising encourages children to view important events, such as Christmas, as a commercial event, all about receiving presents which is not its religious intent (Gunter, Oates & Blades 2005:4). Food advertisements also reflects the growing obesity rate, due to the persuasive nature of food advertising (Gunter, Oates & Blades 2005:5). Advertising can also create stereotyping by always using physically attractive people which children may aspire to be like, even though it is unrealistic and create pressures to conform to ideals of beauty (Gunter, Oates & Blades 2005:9).
Gunter, Oats and Blades (2005:3) states another issue of advertising is the exploitation of children by persuading children to want and buy products they do not need and spend money they do not have. Television advertisers treat children as consumers as children are aware of far more products than their parents are able or willing to buy and therefore 'children have spending power' (Gunter, Oates & Blades 2005:2). This desire is known as 'pester power' whereby children nag their parents to buy these advertised items for them (Gunter, Oates & Blades 2005:3).
School education can inform children's understanding about advertising in a positive way. Teacher's can incorporate the subject of advertising in many ways within their classroom to benefit their understanding and general development. Children and teenagers in the UK and US may be spending between 4-5 hours a day watching some form of electronic media (Gunter, Oates & Blades 2005:2) highlighting that advertisements are relevant to many children's lives and therefore discussions about advertising can be very engaging for children (Banaji 2010:68). Learning could include such issues as comparing products, product information, discussing slogans or designing adverts. These areas can be very beneficial to children's learning development in many subject areas, however, 'teachers need to take care in choosing appropriate methods and materials that will allow children of different ages to express what they think and best show what they understand about advertisements' (Banaji 2010:63).
Although there are many aspects of children's advertisement that could be explored in much greater detail, it is apparent that children's advertising can be inappropraite in relation to children's self-concept and in terms of them being consumers. However, educating children around the issues of advertising and using this to benefit their leaning and engage the children can spin a negative issue to a positive outcome.
Bibliography
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 pp 1-13
I agree I think children should be taught about advertisement in schools to make them 'adwise' (Banaji, 2005). However from reflecting on the issue of children pestering their parents a question was raised, do you think children would still pester their parents for items if there were no adverts ? I think it would decrease, however I think it would still be present due to children wanting the popular culture items which their friends have .
ReplyDeleteFrom a research project in a level on self image I agree with Gunter et al (2005) that advertisements can have an affect on people's self image due to the unrealistic image advertisements show of celebrities.
I agree that the children would still pester their parents if there was no adverts - I don't think this would solve the problem. I agree that advertising is very closely linked with popular culture and maybe the two could be combined within teaching. A teacher could bring in the power of adverts and the influence they have while incorporating a popular culture theme within. I liked the idea of the research project of allowing children to fully understand the persuasive power of advertising by creating their own and really devlving into the writing and design features to ensure understanding. (Banaji 2010)
ReplyDeleteIn answer to your question, I feel that children will always want the latest gadgets, regardless if advertisement is present or not. This is because the children are social adverts, as when I was a child, I would see what my friends had and want it too. Therefore, even if adverts are banned, children will still demand new things, however if children are taught about the purpose of adverts, then they can understand the effect it has on them, and be less influenced (Banaji, 2010).
ReplyDeleteI disagree with your comment that children's advertisement can be inappropriate, as I feel it can also have positive effects including motivation to want a better life.
It would be interesting to know if children with a negative upbringing, can find an escape through advertisement, and aspire to want more from their life.