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Effects of Advertising on Children - Essay Example
Author : dawn99
Journalism & Communication
Pages 8 (2008 words)
Name: Title: Course: Tutor: Date: Effects of Advertisement on Children Introduction In the modern society, advertising has become an integral part with various advertisements placed on magazines, newspapers, TVs and cinemas. Advertising is a vital communication and marketing tool with its objective being to directly or indirectly stimulate sales by showing the superiority of product performance…
And the results have been studied by various researchers with Harris, Bargh and Brownell (2009) concluding that advertisements that directly target children leads to increased preference and purchase of the case products. Thus, advertisements targeted on children do more harm than good to the children. In as much as firms achieve their objectives through advertising to children, a lot of concerns have been raised on the ethical implications based on what Mason (2012) argues as the lack of understanding the basis of advertisement among the children. Such children would be unaware of the meanings attached to the advertisements. The ability of a child to understand an advertisement would be described on the ability of such a child to distinguish between advertisements and non-advertisements and secondly, in understanding that advertisements aim at persuading the target audience. It has been noted that at age 6, children have the capacity to differentiate TV programmes from advertisements. Nonetheless, such children still do not understand the persuasive intent of the advertisements. ...