Advertising to Children on TV: Content, Impact, and - download pdf or read online

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Trouble is starting to be in regards to the effectiveness of tv advertisements rules within the mild of technological advancements within the media. the present fast progress of television structures in terrestrial, sattelite, and cable codecs will quickly stream into electronic transmission. those all provide possibilities for higher commercialization via ads on media that experience no longer formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that may be performed to little ones via advertisement messages. This e-book explores all of those matters and appears to the long run in contemplating how potent codes of perform and law will develop.

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None of the three- and four-year-olds gave any indication of purchasing behavior, but six (out of 15) five-year-olds did so. On the basis of this result, Macklin suggested that the five-year-olds had some understanding of the purpose of advertising. This may be the case, but unfortunately Macklin did not include a control group of children who were 42 CHAPTER 3 asked to carry out the same task without watching the television advertisement first. Such a control group would have established whether the fiveyear-olds who carried out the shopping behavior did so because of the advertisement or for some other reason.

Ledwith found that the children were most aware of those ciga- 28 CHAPTER 2 rette brands that frequently sponsored sporting events on television, and as a result, sponsorship by tobacco manufacturers acted as cigarette advertising, despite the fact such advertising is banned in the United Kingdom. The effects of advertising and other means of promotion will be discussed in chapter eight. MERCHANDISING Buckingham (2000) pointed out that the relationship between merchandising and children's media is not a new phenomenon.

Programs such as Transformers, My Little Pony, and Teenage Mutant Ninja Turtles provide opportunities for children to collect many characters and accessories associated with the shows. These multiple character lines and associated accessorizing have extended the shelf life of a toy to about 10 years, a privilege previously only enjoyed by exceptional toys such as Barbie (Pecora, 1998). For this reason, many critics have labeled the animations as program-length commercials, unrecognized as such by regulatory bodies or by children.

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Advertising to Children on TV: Content, Impact, and Regulation by Barrie Gunter


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