True Picture of Tv Advertising to Kids Under 12 Years

Published: 2021-06-29 07:10:12
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Category: Social Issues

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True picture of TV advertising to kids under 12 years

Advertising to children is the most problematic issue in modern world, because as Earnshow, (2001) states: "advertisers stoutly defend their right to commercial free speech, at the same time making great negative impact on kids". Advertisers influence on children by making a false imagination that they helping children to live "more comfortable in this commercial world" (Jackson, quoted in Swain, 2002). Against such "a marketing machine" there are organized industrial organizations to protect "vulnerable" audiences and their rights (Dibb, 1993; Dalmeny et al., 2003).

James, et al (1998) suggests that there are two categories of childhood: "pre-sociological" and "sociological" differentiated between "naturally developing child and the innocent child". According to Ulvskog, (2001), Swedish government has banned advertising on TV to the under 12 (innocent child), identifying children as a "commercial free zone". "In Greece, the advertising of toys on television is banned between 7.00 a.m. and 10.00 p.m." (Nawathe A. et al, 2007). In addition, the Swedish Minister for Education and Culture defines children as an "exposed group in society in need of special care and protection, viewed as less experienced and more impressionable than adults, children need protection against harmful media content of all sorts. To the perplexity of the marketing industry, the seminar convened by the Swedish government in 2001 to address the issue of children and new media bracketed the harmful effects on children of advertising with those of media violence and pornography."

Buckingham completes the research of James Bulger by defining innocent kids as children with "lack of inability to conform to adult norms". Besides, they do not posses any knowledge to differentiate and get the message of advertising, also experiences to criticize the message of advertising compared to adults (Buckingham, 1997, p. 33). In contrast, according to Buckingham, (2000) he states in his research that most of advertisers in late twentieth century tried to influence and threaten the children by breaking the rules of government advertising restrictions (Jenkins, 1992). "Thus concerns about deviant sexuality become redefined as concerns about pedophilia, or concerns about pornography are transferred to child-pornography." Moreover, Buckingham points out that to defend the hostility against children from advertisers is too difficult even in terms of political restrictions and critics' arguments.

However, the level of correctly getting the message of advertising creates a number disputes nowadays (Banks, 1975; Burr and Burr, 1976; Ellis, 2000; Drumwright and Murphy, 2004; Eagle et al., 2004).

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