Childrens Studies

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

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Problem is transforming into concerning the effectiveness of tv advertisements law within the mild of technological advancements within the media. the present speedy development of television systems in terrestrial, sattelite, and cable codecs will quickly circulate into electronic transmission. those all provide possibilities for better 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 will be performed to young ones via advertisement messages. This booklet explores all of those concerns and appears to the longer term in contemplating how potent codes of perform and law will develop.

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Ledwith (1984) carried out a study of nearly 900 children aged from 11 to 16 years in the United Kingdom. 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.

Saturday morning). However, the threat of a ban on advertising to children in the United Kingdom (Kemp, 1999), although not implemented, has focused marketers' minds on alternative ways of communicating with a young audience while still using the medium of television. The traditional 30-second spot advertisement has been supplemented with other means of reaching children. The two most common methods are sponsorship and merchandising. These more subtle forms of advertising mean that children may often be unaware of the marketing messages.

However, Macklin (1987) suggested that as 20% of the five-year-olds in her study selected the shopping trip picture, they had some understanding of advertising intent because this percentage was better than chance. Macklin's results are often cited as evidence that five-year-olds have some understanding of the persuasive intent of advertisements. However the five-year-olds in Macklin's study only performed better than chance if all 10 pictures were equally likely to be chosen (in which case chance was 10%).

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


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