Impact of Advertising on Children: Educational Insights

ADVERTISING AND CHILDREN Television Television advertising sets out advertising sets out to to deliberately deliberately bring bring about personal change in about personal change in viewers. viewers. Children and young adults encounter advertising in many forms Children and young adults encounter advertising in many forms TV, radio, billboards, magazines and newspapers. billboards, magazines and newspapers. TV, radio, Advertising affects children in different ways and how they react will depend on Advertising affects children in different ways and how they react will depend on several things. several things.

The following offers a general idea of how a child might react depending on their age: The following offers a general idea of how a child might react depending on their age:

IN THE CLASSROOM When discussing and researching advertising in the classroom, it is important to ask When discussing and researching advertising in the classroom, it is important to ask your students these two questions as it will get them thinking: your students these two questions as it will get them thinking: * * What is being advertised? What is being advertised? Help the students to identify the product information in the ad. * What strategies are being used to sell the product? What strategies are being used to sell the product? Help the students to figure out how the ad makes the product more attractive? This makes the point that you can t believe everything you see on TV. It also helps to students to develop a questioning attitude towards advertisers claims.

HAS IT ALWAYS BEEN THIS WAY? PROPAGANDA PROPAGANDA Is information, especially of a biased or misleading nature, used Is information, especially of a biased or misleading nature, used to promote a political cause or point of view. to promote a political cause or point of view. It uses words and word substitutes in trying to reach a goal It uses words and word substitutes in trying to reach a goal pictures, drawings, graphs, exhibits, parades, songs, and pictures, drawings, graphs, exhibits, parades, songs, and other other Propaganda has been evident since the 1600 s. Propaganda has been evident since the 1600 s. People with ideas will always want to persuade others about them People with ideas will always want to persuade others about them and, if they have the power, they will pull every string they and, if they have the power, they will pull every string they have to persuade everyone. have to persuade everyone.

MOVING ON. After propaganda came mass media and since then, companies After propaganda came mass media and since then, companies have naturally used this means of communications to let a large number of people know about their this means of communications to let a large number of people know about their products. products. have naturally used This has allowed This has allowed innovative ideas and concepts to be shared with others. However, as innovative ideas and concepts to be shared with others. However, as the years have progressed, the sophistication of advertising methods and the years have progressed, the sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before, or turning luxuries into necessities. and needs where there has been none before, or turning luxuries into necessities.

TELEVISION ADVERTISING T The he appeal to the imagination appeal to the imagination is is a central part of television advertising. a central part of television advertising. Images Images that are attractive to self that are attractive to self- -expression and self embedded in the imagination where they can affect embedded in the imagination where they can affect people, with consequences. consequences. expression and self- -understanding can be understanding can be people, with retail retail It It is not an appeal to information or reason, but to the inherent attractiveness and is not an appeal to information or reason, but to the inherent attractiveness and desirability of the images. desirability of the images. There There is often a good measure of is often a good measure of humour flatter people's intelligence, but this does not eliminate their play on the flatter people's intelligence, but this does not eliminate their play on the unconscious. unconscious. humour in advertisements and they may try to in advertisements and they may try to In In the commercial, within thirty seconds, there is an attempt to activate, and appeal the commercial, within thirty seconds, there is an attempt to activate, and appeal to, images and emotions, desires and values that will be effective in prompting to, images and emotions, desires and values that will be effective in prompting viewers to viewers to buy. buy.

AN EXAMPLE. https:// https://www.youtube.com www.youtube.com/ /watch?v qQYVamw23yUBUkWJzpt3BUOXXQ&index=1 qQYVamw23yUBUkWJzpt3BUOXXQ&index=1 watch?v=4Kds9M4YVfE&list=PLMjuWRJ =4Kds9M4YVfE&list=PLMjuWRJ

MAJOR ISSUES In media and advertising, In media and advertising, maniputlation prevalent that young people in particular are vulnerable to a lot of influences from prevalent that young people in particular are vulnerable to a lot of influences from all angles. all angles. maniputlation and imagery, fake news and more are so and imagery, fake news and more are so With With such constant bombardment of images of what beauty, such constant bombardment of images of what beauty, perfection and health are all supposed to be, it is no wonder that many related health issues are are all supposed to be, it is no wonder that many related health issues are increasing in younger children, from anxiety and stress to bulimia and anorexia. increasing in younger children, from anxiety and stress to bulimia and anorexia. perfection and health

Another Another negative consequence of child negative consequence of child- - and youth which is increasing which is increasing rapidly. rapidly. and youth- -targeted marketing is obesity targeted marketing is obesity Obesity Obesity has been linked to the consumption of energy has been linked to the consumption of energy- -dense, micronutrient products that are high in fat, sugar, salt and which are marketed directly to products that are high in fat, sugar, salt and which are marketed directly to children children. . dense, micronutrient- -poor poor Marketing messages may introduce children to inappropriate content like violence, Marketing messages may introduce children to inappropriate content like violence, sexualization sexualization and unrealistic body images. and unrealistic body images.

CHILDRENS RIGHTS AND BUSINESS PRINCIPLES Developed by UNICEF, the UN Global Compact and Save the Children Developed by UNICEF, the UN Global Compact and Save the Children the Children s Rights and Business Principles (the Principles) are the first comprehensive set of Rights and Business Principles (the Principles) are the first comprehensive set of principles to guide companies on the full range of actions they can take in the principles to guide companies on the full range of actions they can take in the workplace, marketplace and community to respect and support children s rights workplace, marketplace and community to respect and support children s rights. . the Children s Principle 6 is the addresses marketing Principle 6 is the addresses marketing and advertising. and advertising.

PRINCIPLE 6 PRINCIPLE 6 - - ALL BUSINESS SHOULD ALL BUSINESS SHOULD USE MARKETING AND ADVERTISING THAT RESPECT AND SUPPORT CHILDREN S RIGHTS We need to foster healthy, realistic self We need to foster healthy, realistic self- -images. Adults and adolescents must work together to highlight the images. Adults and adolescents must work together to highlight the existing beauty in girls as well as to celebrate other virtues that go beyond body image existing beauty in girls as well as to celebrate other virtues that go beyond body image such as honesty, intelligence, integrity and generosity intelligence, integrity and generosity A 16-year-old girl from Jordan, living in the United States. State of the World s Children 2011 such as honesty, The The corporate responsibility to respect includes: corporate responsibility to respect includes: a. Ensuring that communications and marketing do not have an adverse impact on children s rights b. Complying with the standards of business conduct in World Health Assembly instruments related to marketing health The The corporate commitment to support includes: corporate commitment to support includes: c. Using marketing that raises awareness of and promotes children s rights, positive self-esteem, healthy lifestyles and non-violent values

BIBLIOGRAPHY http://changingminds.org/techniques/propaganda/propaganda_history.htm http://changingminds.org/techniques/propaganda/propaganda_history.htm http://www.globalissues.org/article/160/media http://www.globalissues.org/article/160/media- -and and- -advertising advertising http http://raisingchildren.net.au/articles/ ://raisingchildren.net.au/articles/advertising.html advertising.html http:// http://www.unicef.org www.unicef.org/ /csr csr/12.htm /12.htm