Effects of Advertisements on Children

Effects of advertisements on children

Enes Nisanci

Department of History, Ibn Haldun University

Accepted 18 March 2019

Keywords: Children, television advertisements, food choice

Introduction

     Children market attracts more and more companies every day. Many companies engaged in production and sales for adults have increased the number of children’s products and use television commercials to promote these products. This situation was recognized in the 60s. Companies have noticed that children are a longer-term investment than adults and they have started to advertise for children. However, this event has begun to change. Companies were trying to sell their products wildly. Some companies which could not have a good sale until that time such as Coca Cola have realized that they can sell their own products. Oddly, their rates of sale showed a great increase in the 60s. Furthermore, all ads have become for children and children were played in all ads. Given children’s perceptions, valuation and impact characteristics, it is clear that ads targeting them directly may have problems for children in many ways. This situation got a negative reaction from various foundations, establishments, and institutions and it started to be discussed: Do ads influence children? Do ads have any negative effects on children? Today, it is accepted that ads have negative effects on children. Various researches support that children should be protected from ads’ negative influences and families and governments should take precautions for children. In this study, three significant sources were used. We will have analyzed those in terms of health and psychology: ‘Does weight have an impact on the effects of ads on children?’ ‘Is age important for understanding ads’ aims?’ ‘What are the preventions of governments?’

Advertisements for children in terms of health

     Health issue plays a major role in discussing the impact of advertising on children. Most authorities say that advertisements have significant impacts on children’s health. Moreover, they are negative effects. Since the 1960s, the advertisement area has cared for prep children. They have noticed that children are a long lasting investment and a market area. They have begun to advertise for children. However, this move has caused today’s one of the biggest problems: health problem among children. Effects of advertisements on children depend on many factors such as their weights, ages, or country. Weights of children are so effective about impacts of advertisements on children. In a study, children were shown various advertisements before cartoons. After, they were asked about ads they remember. Obese and overweight children recognized significantly more food ads rather than lean children. In addition, ads affect children obese and overweight rather than lean children. (Halford, 2004) Age is one of the main condition of the effects of ads on kids. Children as young as three or four years age can understand that advertising has a persuasive agenda. (Donohue et al. 1980) By age eight, children show the first signs of awareness of the profit motives of advertisers. (Ward et al., 1977) After watching an ad, elder children can easily recall brand names and elder children can realize ads’ aims. (Caroline Oates et al., 2001) On the other hand, timing is very important about the effects of ads on children. In countries where food advertisements are shown at the time of active children, the obesity rate among children is high.

Advertisings for children in terms of psychology

     Psychology is one of the most important factors for children. They can live well with healthy psychology. However, it is influenced by a lot of external factors such as school, family, or environment. A lot of researchers and experts of child psychology health support that advertisements extremely and negatively affect children’s psychology. They establish a connection between food consumption and psychology. In a study, half of the children are shown advertisements and another half of the children are not shown advertisings. Later, food which was seen by children in advertisements is put in front of children by experimenters and children are asked to eat them. It was seen that children who watched advertisings consumed more food than children who didn't watch advertisements. (Halford, 2004) On the other hand, children watch TV for hours in daily life and they are exposed to unacceptable situations. For instance, women and children are shown as an object for advertising. Attractive women drink coke or eat chocolate. This kind of sexual connotations can be so harmful and dangerous for children’s psychology. Furthermore, children are used in ads. They recommend children to buy that advertised product. Another point is social media which is today’s popular hot topic. On Instagram and YouTube, some renowned people advertise detrimental and risky advertisements such as betting and gambling websites or electronic cigarettes. Children who buy these damage their bodies, psychology, and environment e.g. family and friend.

Discussion

     Children are exposed to high volumes of food advertisements on television. Children’s weights are very efficient about the influence of commercials on kids. Consumption of food among children is connected to children’s weight. The experiment which is mentioned in Halford’s study shows us obese children eat food more than overweight and weak children. Furthermore, age is one of the fundamental states of the impacts of promotions on children. Youngsters are as youthful as three or four years age can comprehend that publicizing has an enticing motivation. By age eight, youngsters hint at the main familiarity with the benefit intentions of admen. Timing is imperative about the impacts of advertisements on kids. In nations which nourishment commercials are appeared at the season of active kids, the corpulence rate among youngsters is high. On the other hand, psychology is another critical thing for children. It was observed youngsters who watched advertisings devoured more sustenance than kids who didn't watch ads. In addition, the frequency of watching advertisements is so significant for this study. Children who watch commercials every hour have more food consumption than children who watch ads less. (Kelly, 2010) When everything is taken into account, food advertisements usually influence kids negatively in terms of physic and psychology. Considerable scientific evidence establishes a link between unhealthy food marketing and children’s food choices, purchases and consumption. Limiting this food marketing will be an important preventive strategy against childhood obesity.

References

     Oates, C. (2001). ‘Children and television advertising: When do they understand persuasive intent?’, Henry Stewart Publications

     Halford, J. (2004). ‘Effect of television advertisements for foods on food  consumption in children’, Elsevier Ltd.

     Kelly, B. (2010). ‘Television Food Advertising to Children: A Global Perspective’, American Journal of Public Health