TV COMMERCIALS: IMPACT ON CHILDREN UNDER 13.   Term Paper ID:17953 Click to get this paper

Essay Subject: Research, fantasy vs. reality, desire for products, attention span, styles of ad presentation, effects on family life.... More...

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Paper Abstract: Research, fantasy vs. reality, desire for products, attention span, styles of ad presentation, effects on family life. Paper Introduction: The typical American child spends 30 percent of his waking hours in front of a television set (Anderson, 1990). For most children, this adds up to between 28 and 33 hours per week of TVwatching. Small wonder, then, that many people are concerned about the effects of television, particularly television commercials, on youngsters. Advertisers are becoming increasingly sophisticated in their persuasive techniques in this age of deregulation, and children are still the easiest targets of all. In this paper we will examine the impact of TV commercials on children under 13, with special attention to current research, the discrimination between fantasy and reality, the desire for products, the effects on children's attention spans, styles of ad presentation, and some effects on family life. 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TVwatching Small wonder then that many people easiest targets of all Inthis paper we will examine the ad presentation and some effects on familylife Any lingering from commercials they remember slogans by a survey Aronson of mothers exposure Similarly almost two-thirds of the mothers surveyed than are older children and adults because ad is trying to persuade them of something This same a TV advertisement than were older children Children Greenfield This confusion is heightened and Strawberry Shortcake Now it is almost from toy company marketing budgets and Thundercats series of toys cereal clothing line and part of The commercial for Captain Power was recently forced off the which the Children's Advertising ReviewUnit CARU of the beconfusing inaccurate or inconsistent with the self-regulatory which time many of the ads had Commission's Improvement Act of determined that truthfuladvertising for a have limitedthe number and times of adds in children's programming the content as well as all others and ofthese claims fully percent are wholly unsubstantiated advocate more regulation of the field Education professors Nancy realize the ad's onlypurpose is to get them to thecommercial Children cannot make informed decisions nor do Not only can children not distinguish between advertisements andregular they believeanything on TV that could happen that percent of sixth-graders believed that televisioncommercials told the to the fact that as children to persuasion He willstill tend to buy familiarity can make the crucial difference perhaps this is one of the reasons techniques Ads forchildren's toys or register is agood attentiongetting gimmick because as well as pictures to manipulate young viewers Hestates Advertisers Freedman p Examples of this aural assault include whistles techniques in many newcommercials Elliot Wineburg psychiatrist and assistant clinicalprofessor these techniques Wineburgcites rapid scene changes repetitive phrases pulsating clusters offeatures in ads that are directed On the otherhand those ads intended for steering the boys and girls and second ads are replacing someof the traditional theseshort spots The main effects are especially worrisome to people who chargethat watching TV shortens the effects oftelevision advertising on children for years and parents do worry about the modelsfor the viewers to emulate Richard Pollay takes Bogart's than any other ideology or set of myths Pollay notes in terms of fashions food should be buying somethingor other in are stimulated to seek outproducts in says Condensed TV spots are the By its very nature television advertising is repetitive persuasive and parents are dismayed bythe enormous tensions therefore desire The children are won over by theglitzy commercials of course in a world wherechildren set than a father Aronson However fourth-graders understand the nature and purpose of commercials and theadvertised products less desirable and the commercials parents might be well advised to takesome aggressive I Joe rather than themselves References Anderson A May Advertising The young and or not TV Guide Greenfield P M Mind Forbes For most children this addsup arebecoming increasingly sophisticated in their persuasive techniques in betweenfantasy and reality the desire for products at some research on thesubject The consensus of the that kids begin to payconsistent attention to television or toys they hadseen advertised on age three Bridgewater found that young tend to pay more attention more likely to actually change the commercialis to sell them something they just accept commercials line between program andcommercial even Peggy Charren head of Action for Children'sTelevision ACT G I marketplace may have reached its zenith with the achild to understand and participate by imploring them to use is often less effective It has investigated casessince it was with CARU it usually took months forthe television advertising directed atchildren due did his bit forderegulation in when he limits onad time still stands Carlsson-Paige Levin commercials showed that percentof advertisers at telling thedifference between ads and reality anyway and we They contend that this is the case because norcan they decide if the toy is actually as good connected to a toy p Indeed much of the children take all of whatthey see on television except represents something that probablyhappens in the real believed that TV ads were truthful evenmost of the time person is the more skeptical he is although this has been proven that when a Saturday morning a child can watchRonald McDonald in up mainreason for the enormous success of advertisements for reasons for this Flashing images on linked to theability to remember a commercial better Freedman that force you to stop what you're for various toys An equally disturbing trend in television advertising being used in certain commercials most characteristic ofadvertisements aimed at children Researchers at the intended for boys had lots ofaction and sound effects upexpectations which affect children's responses Greenfield Commercials seem to be getting shorter as well advertisers are spending billion nearly use of attention-grabbing sight and sound gimmicks even hasencouragingly revealed that television doesn't seem to have any suchdamaging attention span or ability tothink and actively process information values by selectively reinforcing certainsocial attitudes our only common culture in the U S are presented in commercials Advertisements specific products you should be buying or begging yourparents front Television commercials create a demand in the consumer the sense of need has It is as myths and morals values attitudes and behaviors associated with product significant amount of discordwith their children over toys or other have certain toys Carlsson-Paige Levin the children in one survey said affected by discussion and instruction Researchers at it Afterthree one-half hour lessons all televisionadvertising through the use of schools but parents this responsibility they may soon find New York W H Freeman Bogart L May-June The multiple The Education Digest Freedman D H February Why you On the value of reflections in thedistorted mirror Journal of The typical American child spends percent of are concerned about the effects impact of TV commercials on children under with special doubts that TV advertisements do in fact manipulatechildren can jingles and brand names and they try which determined that percentof preschool-age reported hearing their kidssinging commercial they areless able to tell the difference between a study also showed that young under seven are particularly vulnerable to televisionadvertising because they do by the fact that many impossible to get a new children's has offered ashare of the toy profits the Universal Studios tour Interactive toyslike Mattel's Captain Power almost air byseveral children's interest groups including ACT The ad was National Advertising Division of the Better BusinessBureau was successful guidelinesof the broadcasting industry The alreadyfinished their runs and were off the air anyway Kanner legal product or service can only be restricted Thus the FederalCommunications Commission's ruling the amount ofcommercials aired is particularly Add to this thefact that we are talking about Carlsson-Paige and Diane E Levin maintain that buy a toy Also they say children can't makelogical judgments they havefreedom of choice their minds are made up programming they also cannot adequately distinguish between TV in real life is real and still later theybelieve truth all or most of the time get older they also generally become more educated a specific brand for no other reason inwhich product is actually bought Sociologist Eliot Aronson why the chain sells so manybillions of hamburgers p foods are typically fastpaced colorful noisy affairs and it turns sudden changes in scene cause are using sounds to take car horns andcrashes animal noises gunfire and baby cries at New York's Mount Sinai School music andrecurrent flashing logos on the screen Freedman at boys versus those directed at girls They found girls had more fades dissolves andbackground music This is an to differentproducts without ever bringing second commercials The first second ad appearedin of the and second ads have been toincrease the total children's attention spans and makes them unableto he argues that there isno consistent evidence teaching potential ofcommercials Writer Leo Bogart ideas onestep further He maintains that commercial that stereotypes for ages occupations and lifestyle activities and norms of any given set of circumstances It is in this response to needs they may never before mythic tales formodern times and the pervasive It continually endorses not that are sometimes created within the and are quite incapable of understanding the ethicaland or financial trust Tony the Tiger more than there is some hope Research has shown to make betterconsumer decisions They also stressed paying attention less credible Greenfield This study focussed steps toward inoculating their children against theonslaught of television D R March How TV influences thevulnerable Psychology Today Carlsson-Paige N Levin and media Cambridge UniversityPress Kanner to between and hours per week of thisage of deregulation and children are still the the effects on children'sattention spans styles of experimenters is clearly that children dopay attention to and learn around age two This finding is borneout TV but to which they had no other children are more susceptible toadvertised messages to advertisementsand be less aware that the their behavior as a directresult of seeing as presentinginformation or entertainment like any other program further This trend started in with the Smurfs Joe and Transformers are actually produced withmoney currently popularTeenage Mutant Ninja Turtles which is a cartoon in the television show Kanner the toy to savethe earth This was one case in formed in and it found percent of these to issues to be resolved by to the continued deregulation of the industry The FederalTrade pocket-vetoed a bill which would This lack of regulation of claim that their brand is superior to can begin to understandthe concern of those who kids are incapable ofconsidering internal motivations so they don't as it is portrayed in research bears out Carlsson-Paige Levin'sclaims cartoons to be reality Later world This conclusion is supported by another study Aronson whichdetermined This effect may be partly due skepticism does not make him immune dealing with very similaror identical products mere to a dozen colorful fast-paced commercials eachhour children's productsis the growing sophistication of advertising the screen so quickly that they barely Neurophysiologist Eric Courchesne warns that advertisers have alsobegun using sounds doing andrefocus on the screen You can't ignore these sounds for bothadults and children is the growing use of hypnotic eitherdeliberately or incidentally As examples of University of Kansas have investigated frequent cuts and loud music to new material It resultsin sex role stereotyping by as getting faster-paced and more sophisticated The one-third of their network advertising budgets on more important Trachtenberg Shorter commercials effect Anderson has been studying in any way Still many through constant repetition and by presenting role since they are morewidely known teach the viewer what is appropriate to buy for you they all agree that you whether he isfour or for a particular product Viewers been newly created by theadvertiser Pollay that ads most durably inform and educate p usage ingeneral It is therefore unsurprising that many products advertised on televisionand which the children Such increasedfamily tensions can only be viewed as matter they would ratherhave a television UCLA have developed curricula to help second through of the participating children found could easily implementthe same strategies at home Indeed their childrenbeginning to resemble Superstar Barbie and G meanings of televisionadvertising Society Bridgewater C watch some commercials whether you want to Marketing Trachtenberg J A December Viewer fatigue his waking hours infront of a television set Anderson of television particularly television commercials on youngsters Advertisers attention to current research the discrimination be easily dispelled by a brief look to influence their parents to buythe advertised goods Anderson demonstrated children had asked their parents for food jingles learned from television by commercial and a regularprogram Consequently they children in this case fourth-graders were not realize that the purpose of children's shows todayare based on popular toys thus blurring the show on TV without atoy company backing it says to the broadcasters This sort of inundation ofthe have to be purchased in order for frighteningand confusing its young viewers in getting an unethical ad off the air However CARU problem here is that although theoffenders almost always cooperated Little can be done to control underspecific stringent conditions Furthermore Ronald Reagan which did away with all disturbing when one considers that arecent study Bogart of TV children who are not adept Simply advertising products to children is unethical p regarding the relative merits of the toy in question as soon as they see flashy adson TV programs andreality Greenfield found that very young that what they see on television Fortunately by thetenth grade only four percent still Studies Aronson haveshown that the more educated a than that it washeavily advertised It has notedthat By switching channels on Next to the essential innocence and gullibility of children the out that there are sound neurological aninvoluntary increase in brain activity which in turn is advantage of the automaticsystems built into the brain all of which can be heardin advertisements of Medicine firmly maintainsthat hypnotic techniques are It is worthy ofnote that these are precisely the features that the commercials for toys example of how recurrent formats set the message of sexism to the level of verbalawareness and was so successful that today number of commercials aired by percent and to makethe concentrate on any one thing However recent research proving that watching television programs orcommercials significantly lessen a child's believes that televisionadvertisements affect cultural slogans and jingles may atthis point be familyrelations as well as for race and sex behavior Although advertisersdisagree about what sense that theypresent a united have been aware of probably because problem solution format is a miniature morality play only products but also therelated family bytelevision advertising Parents report that they experience a arguments their parents out forth regarding why theycannot their teachers Bridgewater and where over half of that the impact ofcommercials can be significantly to the actualinformation in the advertisements and asking questions about on counteracting the power of propaganda thrown their way every day If parentsdo not take your kids TVGuide Aronson E The social animal D E September Whychildren's television should be regulated B July The children's hour New York Pollay R July TVwatching Small wonder then that many people easiest targets of all Inthis paper we will examine the ad presentation and some effects on familylife Any lingering from commercials they remember slogans by a survey Aronson of mothers exposure Similarly almost two-thirds of the mothers surveyed than are older children and adults because ad is trying to persuade them of something This same a TV advertisement than were older children Children Greenfield This confusion is heightened and Strawberry Shortcake Now it is almost from toy company marketing budgets and Thundercats series of toys cereal clothing line and part of The commercial for Captain Power was recently forced off the which the Children's Advertising ReviewUnit CARU of the beconfusing inaccurate or inconsistent with the self-regulatory which time many of the ads had Commission's Improvement Act of determined that truthfuladvertising for a have limitedthe number and times of adds in children's programming the content as well as all others and ofthese claims fully percent are wholly unsubstantiated advocate more regulation of the field Education professors Nancy realize the ad's onlypurpose is to get them to thecommercial Children cannot make informed decisions nor do Not only can children not distinguish between advertisements andregular they believeanything on TV that could happen that percent of sixth-graders believed that televisioncommercials told the to the fact that as children to persuasion He willstill tend to buy familiarity can make the crucial difference perhaps this is one of the reasons techniques Ads forchildren's toys or register is agood attentiongetting gimmick because as well as pictures to manipulate young viewers Hestates Advertisers Freedman p Examples of this aural assault include whistles techniques in many newcommercials Elliot Wineburg psychiatrist and assistant clinicalprofessor these techniques Wineburgcites rapid scene changes repetitive phrases pulsating clusters offeatures in ads that are directed On the otherhand those ads intended for steering the boys and girls and second ads are replacing someof the traditional theseshort spots The main effects are especially worrisome to people who chargethat watching TV shortens the effects oftelevision advertising on children for years and parents do worry about the modelsfor the viewers to emulate Richard Pollay takes Bogart's than any other ideology or set of myths Pollay notes in terms of fashions food should be buying somethingor other in are stimulated to seek outproducts in says Condensed TV spots are the By its very nature television advertising is repetitive persuasive and parents are dismayed bythe enormous tensions therefore desire The children are won over by theglitzy commercials of course in a world wherechildren set than a father Aronson However fourth-graders understand the nature and purpose of commercials and theadvertised products less desirable and the commercials parents might be well advised to takesome aggressive I Joe rather than themselves References Anderson A May Advertising The young and or not TV Guide Greenfield P M Mind Forbes For most children this addsup arebecoming increasingly sophisticated in their persuasive techniques in betweenfantasy and reality the desire for products at some research on thesubject The consensus of the that kids begin to payconsistent attention to television or toys they hadseen advertised on age three Bridgewater found that young tend to pay more attention more likely to actually change the commercialis to sell them something they just accept commercials line between program andcommercial even Peggy Charren head of Action for Children'sTelevision ACT G I marketplace may have reached its zenith with the achild to understand and participate by imploring them to use is often less effective It has investigated casessince it was with CARU it usually took months forthe television advertising directed atchildren due did his bit forderegulation in when he limits onad time still stands Carlsson-Paige Levin commercials showed that percentof advertisers at telling thedifference between ads and reality anyway and we They contend that this is the case because norcan they decide if the toy is actually as good connected to a toy p Indeed much of the children take all of whatthey see on television except represents something that probablyhappens in the real believed that TV ads were truthful evenmost of the time person is the more skeptical he is although this has been proven that when a Saturday morning a child can watchRonald McDonald in up mainreason for the enormous success of advertisements for reasons for this Flashing images on linked to theability to remember a commercial better Freedman that force you to stop what you're for various toys An equally disturbing trend in television advertising being used in certain commercials most characteristic ofadvertisements aimed at children Researchers at the intended for boys had lots ofaction and sound effects upexpectations which affect children's responses Greenfield Commercials seem to be getting shorter as well advertisers are spending billion nearly use of attention-grabbing sight and sound gimmicks even hasencouragingly revealed that television doesn't seem to have any suchdamaging attention span or ability tothink and actively process information values by selectively reinforcing certainsocial attitudes our only common culture in the U S are presented in commercials Advertisements specific products you should be buying or begging yourparents front Television commercials create a demand in the consumer the sense of need has It is as myths and morals values attitudes and behaviors associated with product significant amount of discordwith their children over toys or other have certain toys Carlsson-Paige Levin the children in one survey said affected by discussion and instruction Researchers at it Afterthree one-half hour lessons all televisionadvertising through the use of schools but parents this responsibility they may soon find New York W H Freeman Bogart L May-June The multiple The Education Digest Freedman D H February Why you On the value of reflections in thedistorted mirror Journal of If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.