Advertisement a paid form of communication describes different products, goods, and services to the audience. It was first started by papyrus scroll Egyptians, aftermath chines started advertisements orally in mid if 11th and 17th century. Later in the 19th century, Thomas J. Barrot in London has started the first time advertisement for soaps, telecast on the radio by the beginning of the 20th century.
An advertisement is merely an act of attracting someone to purchase respective goods and service changes customers to customer. Advertisements targeting children, for instance, consuming healthy drinks that can boost their memory power are rampant in the market. Many events have been seen when advertisements trying to influence young children to buy products that are not conducive to their health. No doubt children are vulnerable, naive, and gullible to advertiser’s enticement. According to Kapoor and Kapoor 2020, many advertisers endorse celebrities to make advertisements more effective and persuasive. Children are at the development stage, hence it is quite clear they are not capable to understand ironic connotations and persuasive characters hidden behind advertising messages. The purpose of this article is to make a review on the impact of advertisement on children.
A children’s advertisement is an interaction between the child and the advertiser. Many times it has been accused by assignment writer, advertisement fairly misleads the children. In South Asia, the United States and especially in Europe a very few studies have been conducted so far analyzing consumer behaviour in children.
Advertisement appeals to children however didn’t become commonplace until the advent of television allowed the programmers to develop children specific video and animated programs. An opportunity to target maximum children explodes even more since internet inception, media.
From creative games to jokes, many children have become quieter in front of the television as well as on the computer. In the eagerness of creating a massive customer base, advertising shortens childhood without acknowledging the ominous consequences of undeserved appropriateness of genuine children. In so many countries advertisements are trying to be controlled but on the other side, many countries are seen the repercussion of the advertisement. For instance, with a huge amount of advertisements for fatty, unsaturated products, children are becoming obese. To know about obesity, take immediate assistance from student homework help of OmanEssay
A happy and calm childhood preface a better world. What characterizes abusive advertisement is nothing but taking advantage of naiveté children to sell goods and services. Since children believe whatever advertisements convey is totally right and they will get the real benefits from the products, it is evident these advertisements facts are unreal and will be impossible to realize.
An adult knows a tennis ball won’t make her renowned personality at one go. Since sports stars are acting in the commercial ads, children will be easily conveyed what they say is right. Therefore it can be referred to as unequal games since only opponent sides know the reality.
Law itself recognizes children don’t lose the ability to make a life decision. Brazilian law doesn’t permit children to buy a car, or an apartment or a sports bike.
The growth of the advertising channel has resulted in a dramatic shift and it is estimated advertisers spend more than $12billion per year to reach the youth market. Similarly, 40000 commercial ads watch by children per year. These figures are enough to tell you advertisements targeting children have shown exponential growth since the year 19070s. Statista report, 2018 recorded, spending on kids advertisement amounted to 4.2 billion U.S. dollars. It is also expected expenditure forecast will be uplifted up to 4.6 billion U.S dollars by the end of 2021 out of which 1.7 billion advertisements are projected from the stem of digital marketing.
Chart- Spending On Advertising To Children, From 2012-2021
The task force on Advertising of children began reviewing the research impacting the children revealed, these advertisement affects the cognitive development of children as children are not able to distinguish commercial and non-commercial units successfully. Studies revealed customers who fall in the age bracket in 4-5 years do not consistently differentiate programs from the commercial content even when commercial separation demand increases. As children reach 4-5 they are able to perceive the categorial distinction between programming and commercial. Get to know more about the advertisement impact on the youth from OmanEssay plagiarism free university assignment help experts
To attain the company’s objectives, advertisers use primarily 3 key strategies-
First, they create a marketing plan to develop actions determined public in order to sell as much as the product they can. In the case of child marketing, advertisers mobilize the products as per their fantasies, frequent demand keeps on holding their interest. Strategies made in such a way it will persuade the parents giving them a sense of joy.
As per essay helper view, the more money they will invest in the development or execution of marketing strategies, the greatest is the probability they are using profound research tools. With these marketers develop a sense of the psychology of children with a unique intention they will persuade them.
Second, marketers develop a creation plan delineated with the marketing strategic plan. Creative plans including ads films, promotion plan, redeem coupon etc makes the child capable to identify the product being sold.
The third step is associated with the choices of media platforms on which ads will be run such that established marketing objectives will be achieved easily. After following the tactics determined medium was utilized. Tactics in this stance are defined as the significant mediums advertisement inserted.
Rules and Regulation
Advertisement and promotions have become an integral part of modern life. Everything that is being sold has been advertised first then came into the market. In the UK sales promotion or content of advertising and direct marketing across the whole UK is regulated by Advertising Standard Authority (ASA). It enforces separate codes on broadcasting and non-broadcasting advertisements. As per its norms, all the adverts have to be legal, decent, honest and truthful.
The ASA are so rigid, protects the child from misleading offensive content. This is because children are less able to understand the process of commercial messages than in commercial ads. The impose the most frequent rules including-
- Prohibiting advertisements encouraging children to engage in misbehaviour or dangerous behavior
- Prevent advertisement from parental authority or create undue pressure on parents to buy the products.
Since the UK is among the top country facing obesity crisis especially in children, it is the notable focus of ASA has been shifted from analyzing the impact of advertisement on children to salt or sugar levels of childhood obesity. In 2020, the UK government proposed to extend the restriction over the promotion of HFSS products or aims at reducing the level of HFSS among children.
Children advertisements have been accused to be unfairly conveyed which means younger children are not able to understand the six persuasive tactics most often applied are ad repetition, product differentiation, humour, celebrity, endorsement, and premium elicit advertising effects. Policymakers should formulate the policy covering the scientific insights on child development.
As per the Rowthorn study and assignment maker, almost all the advertisement is unfair via outlining the two ways e.g inclusive and exclusive account. Meanwhile, asymmetry of the information leads to an exchange of suboptimal outcomes in case children advertisement.
In the majority of the cases, the most prevailing appeal is fun or happiness considered as a persuasive strategy used by the marketer to increase the nag factor basically refers to how often and how many times children pressurized their parents to buy the products. To know more about the Nag factor, you can also seek assistance from the OmanEssay assignment help team.
Influence Of Children on Family Decision Making
Galdolgage, 2008 briefed in a report almost 80% of the parents involved in purchasing goods for them WHILE 68% of the children actually involved in the decision making rest will try to negotiate with them. The above facts strongly correlate the children’s TV viewing habit and their participation in decision making.
In a survey, it was also found children who are also above 6 years have some form of disposable income and they tend to spend most of their saving on junk foods or sweetened products on the way from their school to home. 68% of the children found to asked the product with the brand name they see on the television
A few decades ago, children use only those products parents brought for them but with time, advertisements influence the user role of children as it has changed drastically as children are now initiators rather than influencers. 92% are willing to accept the unnecessary demand of their children, henceforth don’t make efforts in fulfilling the demand of continuous shopping. Such advertisements affecting child behaviour have seen creating strain on child and parents relationship.
Beyond that only a few studies have done so far identifying the positive impact of advertisement on children rest of them concluded, advertisement substantially contributes to child obesity of bad food habits. It makes sense because commercial products follow up bad food habits and dietary supplements. In the end, when parents are unable to buy the products children aching, it will create a bad impact on children behaviour. In many cases, it has seen aggressive behaviour, violent images, immoral and unacceptable consumption patterns are highly noticeable. For more details, take instant assignment help from Omanessay experts anytime.
Australian Association of National Advertisers (AANA) Advertising Codes
The AANA code has been adopted as per marketing and self-regulation. The core aim behind the development of AANA is to realize the social responsibility in advertising and marketing the children in Australia. It concludes few sets of regulations-
- Advertising and marketing communication must corporate reports releasing messages in the press.
- Any marketing communication should not deceive or mislead the children
- It has to be present accurate and should not ambiguous
- Any marketing communication should not employ sexual imagery or implying children are sexual beings or have ownership or enjoyment of product will enhance their sexuality
- It should not portray the images of unsafe products are completely safe or encourage children to engage in dangerous activities or create any unrealistic impression on children minds. It should not advertise the product officially declared unsafe or dangerous by Australian societies.
- It should portray the images or events somewhat distressing the students
- At last, advertisement should not deem on the behalf of gender, race, sexuality, and nationality religion, mental and physical disability
Conclusion And Recommendation
After considering various studies accounting survey responses, this study concludes to measure to what extent advertisement impacts children behaviour we have to account both digital and non-digital data to accumulate the best results, Through this study, we came to know Children advertisement have been accused to be unfairly conveyed which means younger children are not able to understand the six persuasive tactics most often applied are ad repetition, product differentiation, humour, celebrity, endorsement, and premium elicit advertising effects. Since children believe whatever advertisements convey is totally right and they will get the real benefits from the products, it is evident these advertisements facts are absolutely unreal and will be impossible to realize.
Mal, Sibsankar. (2013). A Critical Analysis Of The Prevalence Of Effects Of Advertisement On Children Of Midnapur Town, West Bengal. 2.
Wijesundara, Bimali & Galdolage, Sandamali. (2007). IMPACT OF TV ADVERTISING ON CHILDREN’S BEHAVIOR.
Statista. 2020. Spending on advertising to children worldwide from 2012 to 2021, by format Retrieved from- https://www.statista.com/statistics/750865/kids-advertising-spending-worldwide/
AANA, 2020. Children’s Advertising Code Retrieved from- https://aana.com.au/self-regulation/codes-guidelines/aana-code-for-advertising-marketing-communications-to-children/