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

By Barrie Gunter

Problem 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 structures in terrestrial, sattelite, and cable codecs will quickly flow into electronic transmission. those all provide possibilities for better commercialization via advertisements on media that experience now not formerly been exploited. In democratic societies, there's a pressure among freedom of speech rights and the damage that will be performed to youngsters via advertisement messages. This booklet explores all of those concerns and appears to the longer term in contemplating how potent codes of perform and legislation will develop.

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Advertisements for cereals have, for many years, been found to be especially fond of fantasy techniques, with almost nine out of 10 including such content (Barcus, 1980). K. television, many advertisements for confectionery use fantasy techniques, a good example being the Bassett's and Beyond series of advertisements. Here, an animated young character, Ben and his dog Barkley, have several adventures in a fantasyland where the landscape is constructed from Bassett's products (chews, sherbet, lollipops).

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. In children's advertising, the "celebrities" are often animated figures from popular cartoons such as the Flintstones or Disney characters. In the recent past, the role of celebrities in advertising to children has often been conflated with the concept of host selling. Kunkel (1988a) showed that the practice of host selling, which involves the appearance of characters from adjacent programs in an advertisement, reduced children's ability to distinguish between advertising and program material, and it was found that older children responded more positively to products in host-selling advertisements.

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. In children's advertising, the "celebrities" are often animated figures from popular cartoons such as the Flintstones or Disney characters. In the recent past, the role of celebrities in advertising to children has often been conflated with the concept of host selling.

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