Advertising Target Children Essay

Essay on The Impact Advertising Has on Children

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The Impact Advertising Has on Children

Advertising today focuses on specific targeted demographic groups. There is a direct focus on marketing products to young consumers. This age group sees the commercials, but does not really understand the directed message. This can have an adverse effect on the way children interpret and understand the message being presented to them. 'The average American child sees more than 40,000 commercials a year, and advertisers spend more than $12 billion annually marketing to them?double the amount of 10 years ago.' (APA-1) Children watching television are exposed to every channel running commercials that are sending out a mature message to an immature audience. There needs to be something done to…show more content…

The commercials feature animated characters selling fast food kid meals. Children relate with the cartoon characters and want to eat the foods that are being promoted. Children receive the message that fast food is good for them, and do not understand that eating too much fast food can be unhealthy for them. Unfortunately the message from this type of advertising is geared toward the child thinking I need to have the fast food. This is a bad message to leave in children?s minds, because it can also cause problems with their health. The obesity rate in young children has risen drastically over the last twenty years. Health reports have attributed this to the continuing increase in the amount of fast food children are consuming. Television commercials for fast food are on every channel, and the number of channels has risen over the last twenty years. Children who watch television are exposed to a non-stop borage of commercials. This continual exposure promotes a cycle of the child always wanting to go to the fast food restaurants. Parents also are affected by the commercials. Their children want to eat fast food, and the fast food is very convenient for busy families. It is much easier to go through a drive-thru and order the food, then to cook the meal at home. This can be a harmful pattern for the family to establish. Convenience over a more healthy home cooked meal adds to the childhood obesity

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Advertising To Children Essay

We are living in an era of high advertising in the United States of America. We are being bombed by ads everywhere we go. Ads tell us how to run our lives. They tell us how to dress, eat, drink, how not to feel depressed, how to feel more socially acceptable, and of course, they tell us what are the “best” products to consume. Advertisements are delivered via radio, magazines, billboards, newspapers, television, internet, school, bookstores and many others sources. Advertisements are everywhere, and they all have one simple goal: to sell things or ideas to the people. It is not surprising that advertising consumes all facets of the media and affects everyone young and old. It is nearly impossible to go anywhere today without seeing some sort of ad that wants to get our attention. In this paper, however, I do not intend to explore the ways the advertisement industry targets the whole population. Instead, the scope of this paper is to critically analyze the article “Children and Advertising” by Dale Kunkel, where he exposes the advertisement industry. This essay, will analytically discuss how advertising is delivered to children, how children get influenced by the advertising market, and what has been done to control this issue, Lastly, I will mention what the article might be lacking.
The advertising industry, one of the largest and most profitable industries in the world, finds children to be an easy target. Since children are exposed to television at a very early age and they do not have the ability to identify or understand a commercial, they quickly become vulnerable to advertising. The advertising market takes advantage of the ignorance of children by playing with their emotions. According to Kunkel, in 1998, research found that children under fifteen have spent $24 billion and influenced $188 billion in family purchases within four types of products; toys, cereals, candies and fast food (1). Advertising to children is very profitable and it works. There are certain types of strategies that advertising industry used to be successful when promoting their products to children. Since they know that most of the children have not yet developed their reading ability, the strategy of persuasiveness is used, which consists of associating the products with images of joy and funny things while factual information is excluded. Kunkel describes an example about McDonalds, where Ronald McDonald is “…dancing, singing, and smiling at McDonald’s restaurant, without any mention of the actual food products that are available” (1). This commercial advertises how happy and joyful it will be to eat in such a place. What children learned out of this commercial is what their little brains allowed them to interpret: Ronald McDonald is a happy, yellow and red man who is funny, and wherever he is must be fun place to go. More precisely, the brain of younger children might just say “McDonald is happy” implying that Ronald McDonald is associated with...

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