Food Advertising in Children It is argued that children do not have the capacity to effectively differentiate fiction and reality during their development; especially early in Advertising to children essay development.
Advertising especially when it targets the child, powerfully promotes a consumer culture and the values associated with it. Bhatia studied the influence of TV advertisements on adolescents of Baroda city.
Most of the products advertised on TV were being purchased by the respondents even when they considered many of these commodities unnecessary. When asked whether they liked them better than the programmes themselves, Advertisements, being short are ideally suited to the concentration, span of even young children.
This provides evidence that marketing does have a substantial role in influencing children's dietary habits. The children of non-TV age did not take advertisements seriously. They are not buyers. Further, they add that, this presentation does not sensitize children to their own or other people's realities.
With such evidence it is reasonable to understand why some many governmental bodies all over the world have enacted regulations to prevent this. Adults may be able to develop a rational resistance to this onslaught, but children may not. This is affecting the young minds to a great extent especially when entertainment is interspersed with commercial messages.
The impact of advertising does not function in isolation but it is dependent upon a host of other factors like the nature of advertisement viewing behaviour, socio-economic status, consumer habits and tastes of individuals and their families and the degree and direction of their perceptions.
Children in India, are being exposed to what might be termed an unreal reality. Studies on advertising and children by various researchers have highlighted the following findings. They are frightened and frustrated not having the resources to keep up with the demands of the new emerging order.
According to Nabankar Gupta the director of sales and marketing, Videocon, "The under 16 age group is extremely important for the consumer durable business as they are major influencers in deciding on the product as well as the brand.
This is affecting the young minds to a great extent especially when entertainment is interspersed with commercial messages. Marketing messages have become ubiquitous and can be found in new places all the time.
Wadwalkar says, that by taking messages to children, the TV advertiser, at one stroke, has widened the decision making base in the family. For the TV advertiser, children are a very attractive target group to be cultivated. TV messages have different meanings for children from different social segments.
When children see popular television figures like Ronald McDonald for example, they can be easily swayed by the message such a character promotes. This study suggests that parents are for the most part unaware of the effects that marketing can have on their children and are most likely unqualified to understand the dietary influences that marketing has on their children.
Many items liked by children were introduced in Indian families through TV advertisements. A study by Unnikrishan and Bajpaion the "impact of television advertising on children" drew the following conclusions.
For child viewer, TV advertising holds three types of appeal. It colors their conversation and play as they speak to one another using slogans, jingles etc.
The less advantaged children who are being urged to conform to the ways of a society and to a value system they can hardly comprehend. Stimulated feelings of needs and desire tend to occur in the form of powerful imperatives.
Advertisements put together a series of rapidly changing exciting, visuals to highlight a product. Children cannot be kept entirely out of such decision making.
Children in India, are being exposed to what might be termed an unreal reality. No more could adults entirely dictate the purchase of all the different kinds and brands of products. Children below eight see advertisements only as pictures with story lives.
For example, some commercials will demonstrate participants of their target market relishing their products in hopes of them identifying themselves as part of the group and children are readily vulnerable to such tactics. Stimulated feelings of needs and desire tend to occur in the form of powerful imperatives.
The ever expanding markets for goods and their unchallenged assault through advertisements are flooding the society with information and ideas, attitudes and imagery which is difficult to control and assimilate.
It colors their conversation and play as they speak to one another using slogans, jingles etc. They are frightened and frustrated not having the resources to keep up with the demands of the new emerging order.In an article on 'Children and Advertising, dominicgaudious.net, Director, IIMC () described how advertising influences behavioural patterns: "Television advertising familiarises the young ones with the world outside and helps them to pick up its mode of expression, its mannerisms and ways of facing it when they grow up.
Advertising on Children essays ADVERTISING ON CHILDREN In today's world, advertising is becoming more widespread. Its role is to increase market share and educate consumers about the new dominicgaudious.net are many ways of advertising.
What are the arguments for and against a more rigorous control of advertising to children under 12 years of age? Content 1.
Introduction 2 2. Literature Review 3 What is advertisement 3 The definition of children, childhood and children’s consumer behaviour 5 Arguments on advertisements and children 6. For advertising to children to be advantageous, advertisers must recognize a child’s buying behavior and purchasing power.
Advertising to children is defined as using various advertising mediums to promote toys, food, music, films, and clothing to young consumers. Marketers refer to these young consumers as Generation Y. * Children can very quickly adopt and use new media technology and companies and advertising agencies are extremely innovative and creative when it is a question of targeting children with commercial messages (Marshall, ).
Advertising to children has existed for a long time; however what has changed is the amount of advertising and the media through which it comes.
Today’s commercials are more sophisticated and pervasive, it is not that the products are good or bad, it is the notion of .Download