Impact of Advertising on Children: Insights and Concerns
Marketers target children through advertising due to their influence on purchasing decisions and future consumer behavior. The use of various techniques, such as celebrity endorsements and comparisons, can impact children's preferences, behaviors, and health choices. Researchers express concerns about children's vulnerability to ads and the potential negative effects on their well-being. Different countries have varying approaches to regulating advertising aimed at children.
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Eng. 201 New Language Leader Grade 11 First Semester Unit 5 Advertising 5.3 Advertising and Children
ENG. 201 Lesson 5.3 Advertising and Children Objectives By the end of the lesson, you will be able to extract information from a text. recognize words collocations. identify the use of comparison forms. write a short paragraph using comparison forms.
Introduction: What are children s favourite advertisements? Why? Possible Answers Adverts for: toys, junk food, cars, restaurants, stationary. Because of the animations used/ songs/ using celebrities Eng. 201 Lesson 5.3 Advertising and Children
Read the following text : Kids represent an important demographic population to marketers because in addition to their own purchasing power, they influence their parents buying decisions and are the adult consumers of the future. As a result, industry spending on advertising to children has exploded over the past two decades and advertisers have been using many techniques to reach their target. It s clearly seen that Many advertisements involve children around the same age as the viewer. The latest technology; from laptops, cellphones, to toys are being advertised by companies trying to sell their product. Whenever children watch any commercial, there is a child around the same age as them. They see the child just laughing it up, crazy about a toy, and they want it. According to a study from the UK, celebrities who endorse specific foods in TV commercials are a powerful influence on children, and that effect may extend beyond the advertisement itself. That study which contained 181 children, concluded that children ate more potato chips after seeing ads featuring a popular UK sports figure than kids who only watched commercials for toys and nuts. Added to that, most if not all advertisements aimed at children are attractive, short and often in the form of animated cartoons. Their repetitive screening and visuals have a very deep impact on children. Eng. 201 Lesson 5.3 Advertising and Children
Researchers say that this phenomenon (advertising to children) is worrisome, since young children are essentially defenseless against ads and commercials because they don't understand their intent. If an advertisement says the new robot is the best toy ever, kids may believe it to be true. They often judge an item according to its face value and recommend purchasing it whether it is useful or not and whether it is affordable for the family or not. Also, the advertisements that follow the trait of comparison between two brands, two products or two people, foster in children a habit to do the same. Watching such commercials, starts comparisons with friends, peers and siblings. Children may sometimes consider themselves inferior or superior to others as a result of those comparisons. Not only this, the promotion of aerated drinks and junk foods through advertisements such as those of pizzas, burgers, chips, etc. builds a craving for these food items which has an adverse effect on their health. Government approaches to control advertising to children vary. In Australia, there is a self- regulatory code toward children's exposure to food advertising. In the European Union, there is a concern for the quantity and type of television food advertising that children are exposed to. While in the United Kingdom, Greece, Denmark, and Belgium advertising to children is restricted, in Norway and Quebec advertising to children under the age of 12 is illegal. Eng. 201 Lesson 5.3 Advertising and Children
Answer the following questions: Model answer 1. Why do marketers target children in their advertisements? 1. Why do marketers target children in their advertisements? Because children can influence their parents buying decisions and they are the adults consumers of the future. 2. Give examples of techniques in which advertisers reach 2. Give examples of techniques in which advertisers reach children. children. Using children of the same age as the viewer. Most ads are attractive, short and often in the form of animated cartoons. Using celebrities. Using visuals and repetitive screening. Eng. 201 Lesson 5.3 Advertising and Children
Model answer 3. How can adverts affect kids negatively? 3. How can adverts affect kids negatively? 4. Fill in the table. Approach to control advertising Approach to control advertising to children to children Country Country Children will judge the item by its face value. Adverts make kids buy things whether it is There is a self-regulatory code toward children's exposure to food advertising. Australia Australia useful or not and whether it is affordable for their family or not. Advertising to children under the age of 12 is illegal. Norway Norway Kids start comparing themselves with Advertising to children is restricted. friends, peers and siblings. They may Denmark Denmark sometimes consider themselves inferior or There is a concern for the quantity and type of television food advertising that children are exposed to. superior to others. European European Union Union Adverts can affect kids health. Eng. 201 Lesson 5.3 Advertising and Children
What is Word combinations? Words that come together to form a meaning for example: chicken breast morning breakfast. Here are two types of combinations: Adjective + Noun Noun + Noun Examples from the text Food + items Deep + impact Face + value Animated + cartoons Eng. 201 Lesson 5.3 Advertising and Children
Word combinations: Write the combined words from the text under the correct category. latest technology Adjective+ Noun Adjective + Noun Noun + Noun Noun + Noun TV commercials latest technology TV commercials potato chips young children young children potato chips junk foods European union European union junk foods Model answer Eng. 201 Lesson 5.3 Advertising and Children
Use the combined words below and relate them to advertising. young children I think that .. junk food latest technology For I think that young children can be easily affected by advertisements. example Eng. 201 Lesson 5.3 Advertising and Children
Fill in the table with the correct form of the underlined adjective from the text: Model answer Adjective Adjective Comparative Comparative Superlative Superlative late late later later latest (the )latest attractive attractive more attractive (the) most attractive (the) shortest Short short shorter deep deep deeper (the) deepest new new newer (the) newest useful useful more/ less useful (the) most/ (the) least useful Eng. 201 Lesson 5.3 Advertising and Children
Comparison forms: The comparative form is used to compare two people, ideas, or things. The superlative form is used to compare three or more people, ideas or things. adjective + (er) e.g. deeper (the) + adjective + (est) e.g. (the) deepest one syllable adjectives (the) most + adjective e.g. (the) most useful more + adjective e.g. more useful two (or more) syllable adjectives (the) least + adjective e.g. (the) least useful less+ adjective e.g. less useful Eng. 201 Lesson 5.3 Advertising and Children
Comparison forms To show large difference a lot + adjective a lot higher Much/ more + adjective much higher Modifiers are used to point to the degree of the difference in the comparison To show no difference To show small difference a little + adjective a little higher as + adjective + as as high as To show a difference not as + adjective + as not as high as Eng. 201 Lesson 5.3 Advertising and Children
Add the appropriate comparative form for the underlined adjectives in the following sentences: Possible answers Their repetitive screening and visuals have a very deep impact on children. *Their repetitive screening and visuals have a deeper impact on children than adults. *Their repetitive screening and visuals have the deepest impact on children. Compared to the United Kingdom, advertising to children in Norway is restricted. * Compared to the United Kingdom, advertising to children in Norway is much more restricted. * Compared to the United Kingdom, advertising to children in Norway is more restricted. * Compared to Norway, advertising to children in the United Kingdom is little restricted. Eng. 201 Lesson 5.3 Advertising and Children
What should your country do to control advertising to children? Use comparison forms in your answer. Possible answer My country should make advertising much more restricted and controlled. They should motivate advertisers to sell healthier products to children and encourage them to be wiser in choosing what is best for them. Advertisers should be more aware that the way they advertise is as important as the product itself. Eng. 201 Lesson 5.3 Advertising and Children
End of the lesson Eng. 201 Lesson 5.3 Advertising and Children
