New PDF release: Advertising to Children on TV: Content, Impact, and

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Trouble is transforming into concerning the effectiveness of tv ads rules within the mild of technological advancements within the media. the present swift development of television structures in terrestrial, sattelite, and cable codecs will quickly stream into electronic transmission. those all supply possibilities for higher commercialization via ads on media that experience no longer formerly been exploited. In democratic societies, there's a pressure among freedom of speech rights and the damage that may be performed to kids via advertisement messages. This ebook explores all of those matters and appears to the long run in contemplating how powerful codes of perform and law will develop.

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In an experiment with six- to 10year-olds, children were exposed to a video featuring a cartoon with advertisements inserted at the beginning, in the middle and at the end of the program. Three novel advertisements from South Africa and the United States were used, presented in a counterbalanced order so that a third of the children each saw one product advertised once, one advertised twice, and one advertised three times. One day later, recall memory was tested by asking the children to name the brands they had seen in the advertisements and to answer six yes/no questions about the advertisements.

Transforming objects, appearance and disappearance, distortion, and so on). Such techniques gain children's attention and imbue the products with excitement. However, they can also mislead children into 24 CHAPTER 2 expecting certain results from using or eating the featured products, especially when the child is too young to recognize the techniques involved. , in press). As discussed in chapter four, children easily recall products that use special effects, and older children realize the purpose of such effects is to enhance the product (Preston, 2000).

These multiple character lines and associated accessorizing have extended the shelf life of a toy to about 10 years, a privilege previously only enjoyed by exceptional toys such as Barbie (Pecora, 1998). For this reason, many critics have labeled the animations as program-length commercials, unrecognized as such by regulatory bodies or by children. Parents are possibly more aware of the commercial nature of the programs. Such animations might be seen as deliberately deceiving children by disguising the advertising content under a cloak of neutral program material.

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


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