Download e-book for iPad: Advertising to Children on TV: Context, Impact, and by Barrie Gunter

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Crisis is becoming in regards to the effectiveness of tv ads rules within the gentle of technological advancements within the media. the present swift development of television systems in terrestrial, sattelite, and cable codecs will quickly flow into electronic transmission. those all provide possibilities for higher commercialization via ads on media that experience no longer formerly been exploited. In democratic societies, there's a rigidity among freedom of speech rights and the damage that will be performed to young ones via advertisement messages. This e-book explores all of those concerns and appears to the long run in contemplating how powerful codes of perform and legislation will develop.

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STEREOTYPING Television in general is a powerful medium in that it can affect viewers' perceptions of social reality. As part of this medium, advertising contributes to how we think about other people. The danger is that advertising may encourage viewers to form unrealistic and cliched opinions on a range of issues, from body size to gender roles and racial stereotyping. Currently, concerns about the portrayal of body size stem from the statistics on childhood obesity (see earlier discussion) and from young children's (especially girls') preoccupation with dieting.

The children were then asked to choose between three possible endings presented as stills (promotional, neutral, and entertaining) and to justify their choice. The majority of four- to five-year-olds selected the entertaining option, but by the age of six, a third of the children chose the promotional ending. Young suggested these results demonstrated young children's emerging ability to understand that advertising is different and follows alternative rules to other kinds of communication such as programs.

Programs such as Transformers, My Little Pony, and Teenage Mutant Ninja Turtles provide opportunities for children to collect many characters and accessories associated with the shows. 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.

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


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