Barrie Gunter's Advertising to Children on TV: Context, Impact, and PDF

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Obstacle is turning out to be in regards to the effectiveness of tv ads law within the mild of technological advancements within the media. the present swift development of television structures in terrestrial, sattelite, and cable codecs will quickly flow into electronic transmission. those all supply possibilities for better commercialization via ads on media that experience now not formerly been exploited. In democratic societies, there's a rigidity among freedom of speech rights and the damage that may be performed to kids via advertisement messages. This booklet explores all of those concerns and appears to the longer term in contemplating how potent codes of perform and rules will develop.

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Extra resources for Advertising to Children on TV: Context, Impact, and Regulation

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Rajecki et al. defined these themes as antisocial, compared with the remaining themes that might conceivably be viewed more positively. Their explanation for the presence of the three antisocial themes related to the fact that conflict and violence are central to much of children's television programming, and therefore sim- 2O CHAPTER 2 ilar themes in advertising merely present children with familiar concepts. They also pointed out that very young children use trickery (or deception) and so hypothetically would have little trouble in understanding it in advertising.

For example, toys may be advertised to certain age groups as helping to improve abilities such as thinking, social skills, motor skills, or character development. According to Szymanski (2002), however, the appeal that is most attractive to children is simply fun. Celebrities The use of celebrities is common in advertising. The intention is for the positively perceived attributes of the celebrity to be transferred to the advertised product and for the two to become automatically linked in the audience's mind.

It is not until after this stage that children begin to recognize the informative (assistive) function of advertising, followed by a realization of selling or persuasive intent. Being able to understand the purpose of advertising is important to judgements about its truth or falsity (Young, 1990). This type of understanding progressively develops through a number of stages. Robertson and Rossiter (1974) illustrated these stages in a study of boys aged between six- and 11-years-old. By asking the children questions about the existence of commercials and their purpose, Robertson and Rossiter identified several antecedents of attributions of advertising intent.

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


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