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The Ethics of Advertising to Children, 2008.
A discussion of the ethics of advertising to children.
2,630 words (approx. 10.5 pages), 9 sources, MLA, $ 79.95
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Abstract
This paper looks at that question of whether advertising directed at children is ethical. It points out that the amount of advertising targeting children continues to grow. Children view an estimated 360,0000 advertisements on television before graduating from high school. The paper also claims that, not until the early 1970s, was advertising directed at children seen as a problem in the United States. The paper argues that, although studies show that children under the age of seven cannot distinguish the difference between an advertisement and fact, there is little if any regulation of advertising directed at children within the United States. The paper compares the US to other countries, which have adopted the philosophy that advertising directed at children is immoral and have stepped in with varying levels of regulation. The paper concludes that, regarding television, it is unlikely there will be any restrictions placed on advertisers; however, with the proliferation of sites such as MySpace, YouTube, blogging, and other future technological advances to the Internet, there may eventually be a public outcry for more stringent regulations.
Outline:
Introduction
History of Advertising & Advertising to Children
Advertising and Its Impact on Children
Why So Much Emphasis on Advertising to Children?
Notable Examples of Advertising to Children
The Regulation of Advertising
Regulations in Other Countries
How Likely Change Is in the Future & Conclusion
From the Paper
"In the US, there are currently few policies or standards for food advertising and marketing aimed at children. The advertising industry maintains self-regulatory policies established by the Children's Advertising Review Unit (CARU) of the National Council of Better Business Bureaus. CARU's guidelines apply to all forms of children's advertising, but it has no legal authority over advertisers and can only seek voluntary compliance. CARU has a group of about 20 advisors and 35 supporters, many of whom are from the food industry, such as Burger King, Frito-Lay, McDonald's, General Mills, Nabisco and Hershey. The CARU voluntary guidelines list seven basic principles, which address areas such as product presentation and claims, endorsement and promotion by program characters, sales pressures, disclosures and disclaimers and safety concerns."
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Advertising to Children, 2007.
A study of four articles that highlight the relationship between advertising to children and their subsequent eating habits.
2,675 words (approx. 10.7 pages), 4 sources, MLA, $ 80.95
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Abstract
The paper discusses an article about how the American Academy of Pediatrics (AAP) wishes to ban or limit advertisements in schools for "junk food" and about how the Federal Trade Commission (FTC) is exploring how the media affects childhood obesity. The paper then looks at two articles that attempt to scientifically say that the "junk food" consumption of children is derived from how influenced children are by advertising. These studies also show how children are able to influence their parents to purchase food that they have seen advertised, known as 'pester power'. The paper concludes that there is an undeniable link between the advertising to which children are exposed and their eating habits.
Outline:
"Pediatricians Call for Less Advertising to Children"
"FTC Not Sweet on Junk-Food Ads Targeting Children"
"Children's Recall of Television Ad Elements"
"International Food Advertising, Pester Power and its Effects"
Conclusion
From the Paper
"USA Today's article "Pediatricians call for less advertising to children" from last December reports that the American Academy of Pediatrics (AAP) wishes to lobby to ban or limit advertisements in schools for "junk food". Furthermore, the organization wants Congress to enact laws that would stop commercials for "junk food" during shows watched mostly by small children."
"The AAP is concerned about the increase in childhood obesity and its members believe that much of this is due to the prolific quantity of advertisements that target kids through their exposure to the internet, cell phones, video games, and schools. The article points to an alarming increase in advertising targeted at kids."
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Advertising and Children, 2001.
This paper argues, based on a literature review, that advertising may be more of an influence on children than parents think it to be.
1,010 words (approx. 4.0 pages), 15 sources, APA, $ 35.95
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Abstract
This paper explains that, while the debate about the effect of television advertising on children has focused primarily on advertising aimed at children, children also are affected by advertisements aimed at adults, which children may view when watching prime-time television. The author points out that television advertisements often confuse children by blurring the line of reality and by using symbols that advertisers intend for an older audience. The paper relates that, while children may not identify actual celebrities, they certainly identify with fantasy celebrities such as the smile in the condensation of the Kool-Aid pitcher, which may reinforce ideas of refreshment or ideas of rebellion or escape from normal restrictions and routine.
From the Paper
"Television advertisements are also misinterpreted by children. A study by Eliot Butter illustrates findings in this area. A group of four-year old children were observed watching an episode of Captain Kangaroo. Several times during the show, the program would pause for a commercial break. The children were asked to indicate to the experimenter when the show stopped and the commercials began. While 90% of the children could distinguish when the show stopped and the commercial began, this does not indicate they understand the "true" difference between commercials and programs."
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Advertising for Children, 2007.
This paper examines the impact of food advertising on children.
1,604 words (approx. 6.4 pages), 5 sources, MLA, $ 52.95
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Abstract
The paper discusses how the prevalence of childhood obesity and related health issues have convinced many legislators and health professionals that food advertising to children is at least partly to blame. The paper relates that children view more commercials aimed at getting them to choose fast food, unhealthy food and sweet foods than nutritious and healthy food. This is apparent in current ads for chocolate milk, cookies, microwavable french fries and a host of other foods that are tantalizing to children. The paper demonstrates how the advertising industry seeks to make money for their clients, not protect consumers, and until that mentality changes, Americans and their children will continue to be bombarded with advertising that is geared to sell hamburgers rather than encourage a new generation of healthy eaters.
From the Paper
"Throughout the past two decades, scientists and researchers have conducted many studies on children's advertising. They found the four most advertised items were toys, cereal, candy, and fast food (Gunter, Oates & Blades 15). A 1999 study found that out of 350 Saturday morning television advertisements, two-thirds were for food children would be attracted to, and the most common was some type of sugary cereal product (Gunter, Oates & Blades 17). Another 1997 study on children and food advertising found "The typical child sees 170 McDonald advertisements on television per year. In 1997, more advertising money $1.4 billion was spent on commercials for food and food products than any other product type" (Johnson, and Young 276). Food is big business, and so is appealing to the tastes of American children."
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Advertising and Children, 2007.
A description of the effect of advertising on children.
1,785 words (approx. 7.1 pages), 6 sources, APA, $ 57.95
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Abstract
This paper discusses how advertising influences children and ultimately may impact purchasing decisions in a household. The author describes how different techniques are used in creating advertisements geared for children rather than adults. Lego's current advertising strategy for one of its products is used as an example. Additionally, a psychological study is used to confirm the best advertising methods for targeting children, and how these methods are incorporated into Lego's campaign. The author concludes that media-saturated children and parents who cannot say no have created a marketing opportunity for toy companies.
From the Paper
"The study concluded: "advertising directed at adults, for adult products, tends to aim at building brand loyalty, focusing on product characteristics that are perceived to be of long-term value. On the other hand, children's products must be updated frequently, reflecting the latest theme or character in order to grab attention. Advertising aimed at children does not focus on brand loyalty, but on the new and exciting features and tie-ins that are available."(Briesch, Bridges, & Kim, 2004) This study did not focus on children's products, but on all products in the household in general, noting that even in terms of decisions like eating out, buying breakfast cereals and toothpaste, and other decisions that affect the health habits of the entire household, children have a powerful influence. This influence is magnified, however, with products that are exclusively used by the child, perhaps because the parental will is less stalwart when dealing with products that are child-exclusive."
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Advertising and Children, 2002.
Examines the economic and the strategic significance of advertising to children
1,150 words (approx. 4.6 pages), 4 sources, $ 44.95
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Abstract
Children and adolescents have been addressed by manufacturers as a major market niche that has been previously untapped: While children and young adolescents (defined hereafter as children between the ages of one and twelve) do not generally have their own source of income, manufacturers have become aware of the influence that children have upon the buying power of their parents. In addition, children have a greater source of personal revenue (from allowances, gifts and so on) than at any other time in history. These forces have combined to make children an acceptable - and lucrative - target audience for advertisers and manufacturers alike. This paper addresses the economic and the strategic significance of advertising to children.
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Advertising and Children in Europe, 2002.
Investigating the issues surrounding the targeting of children in European advertising.
1,400 words (approx. 5.6 pages), 3 sources, $ 53.95
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Abstract
This paper explores advertising towards children in Europe and demonstrates that the predominant trend in advertising for children between the ages of birth to twelve years of age is directed towards promoting maturity - namely maturity beyond that expected of the target age group - and consumption of junk foods.
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Advertising to Children, 2005.
This paper discusses the reaction of three interviewed children to television advertising of products of interest to children.
1,605 words (approx. 6.4 pages), 3 sources, MLA, $ 52.95
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Abstract
This paper explains that children react to advertisements similarly to the way adults react (1) by absorbing subconsciously sensory data, such as slogans or jingles, and (2) by associating certain emotional responses with certain products; however, children, especially young children, do not possess cognitive skills sufficient to understand fully the impact of advertising on their impulses. The author points out that three children frequently peppered their interviews about products, which the children had seen advertised recently on television with "I want..[a specific brand]..", demonstrating that television commercials stimulate the consumer instinct and create brand awareness. The paper relates that advertising draws children's attention away from those products that are not advertised on television.
From the Paper
"Advertising does create awareness of products that the kids might not have otherwise known about. The nine-year old, for example, said, "Oh, oh, I want the Barbie radio!" When I asked her if any of her friends had the product she said no, that she just saw it on television. Wanting was expressed linguistically and straightforwardly by all three children: all three used simple language to convey that they coveted or craved items they had seen on television. Even negative responses to television commercials were expressed through language of "wanting." A few of the three children used the word "need" in conjunction with what they had seen on television, except for the nine-year old who said that she "needed" some accessory toys for her doll, but not because she had seen them in a commercial. The twelve-year old, when talking about the Play Station commercials she had seen said that she "needed" to get a new game console because hers was old."
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Advertising to Children, 2007.
This paper argues that action must be taken against unethical advertising that is causing harm to children.
2,340 words (approx. 9.4 pages), 19 sources, APA, $ 71.95
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Abstract
This paper explains that, instead of viewing children as young individuals who need to be nurtured, advertisers are using children as mere tools to get at their parents' wallets. The author points out that a key focus of the advertising world is to make the child brand loyal at a young age. The paper reports that psychologists advise companies to get children to pester their parents into buying the product through "child-aimed advertising". The author relates that advertisers use sex tactics to make children, especially girls, think that by buying their products they will be "grown up". The paper stresses that, just as countries around the world have adopted policies protecting children from the effects of advertising, the U.S.must do the same. The paper has an annotated bibliography.
Table of Contents:
Influence through the Ages
The Advertisers and Their Focus
The Range of Media
Advertising around the World
Suggestions for a Child Advertising Free Future
From the Paper
"Advertisers benefit from the fact that children have not formed many memories at such a young age. Advertisers then pursue the child for a spot in their heads that can last for years to come. "The great thing about them is that their memory banks are relatively empty so any message that goes in gets retained." When advertising to children, companies go out of their way to ensure that their "target audience" is being sought out, reached and then compliant to the company's urges for the child to purchase the product."
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Advertising and Children, 2003.
A look at the effects of advertising aimed specifically at children.
1,608 words (approx. 6.4 pages), 7 sources, MLA, $ 52.95
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Abstract
This paper discusses how daily we are exposed to information from advertisements consciously and subliminally which influence our consumer life as well as our psychological and social values. It looks at how children are not immune to these influences and how since they are in the process of learning, they are more vulnerable and responsive to advertisement than adults are. It argues that the effect of the advertising aimed at children based on economical, legal, sociological and psychological facts, to indicate whether banning will bring benefits to protect them from deception and whether the increasing need for the protection of young citizens will cause governments and other bodies to consider more carefully about regulation issues.
From the Paper
"The IPA cites the report regarding the economic effects in Greece after banning television advertisement. A ban on Television toy advertisements caused a 40% decline in quality children's programming. Therefore and lower quality imports programmes replaced them. Furthermore, advertising has an important function in an open capitalist market society. A lack of competition caused by the banning of advertising results in decreased consumer choice, higher prices and impaired product development. For instance, in Sweden, where banning advertising aimed at children has already happened, toys are sold at prices 50% higher than in other European countries. Children do not have a wide variety of choices (IPA)."
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Advertising and Children, 2002.
Examines the effects of advertising on six-to-twelve-year-old children and how this age group is targeted by retailers.
1,150 words (approx. 4.6 pages), 4 sources, $ 44.95
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Abstract
As children spend more money and increasingly influence their parents' purchasing decisions, new marketing strategies targeting young audiences have unfairly come under attack as unethical. This paper traces children's exposure to advertising since the advent of television, presents figures on children's spending and other purchases they influence and presents research on how retailers target children and how children interpret ads.
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Children and Television Advertising, 2008.
This paper discusses the influence that television advertising has on children in particular with regards to sex and violence.
1,982 words (approx. 7.9 pages), 8 sources, MLA, $ 62.95
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Abstract
In this article, the writer notes that the media's original purpose was to inform and entertain, but as technology grew, so did society's dependence on the media. The writer maintains that there was a time that media was a teacher and in many ways it still is, but the message currently being taught is not what we want our children to learn. The writer then goes on to examine some of the messages that advertising sends out to children about their bodies, their sexuality and alcohol and smoking. The writer also notes that the media affects children by making them more interested in sex, sexuality and addictive behaviors. The writer concludes that the messages that advertisements send are persuasive and influence the lives of children in a more negative than positive manner.
Outline:
Introduction
Overview of Kids TV and Ads
Negative and Positive Associations
Discussion
Conclusion
From the Paper
"During prime time, advertisements children watch most frequently are full of sexual activity. Most of the sexual content in advertisements is from characters discussing their own or others' current or future sexual activity. The idea of sexual risk or responsibility, however, is almost never talked about or shown. In fact through sexual exploitive advertising the attention of children is sought after rigorously. Children who watch advertisements ultimately become the audience for shows they shouldn't be watching and products they shouldn't be using. The Joe Camel advertisements of the 60's and 70's on television affected the lives of teens negatively even after the cigarette companies were mandated through government legislation to pull their advertisements. Teenagers were already addicted--legislation came too late. "
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Children's Television Advertising, 2005.
This paper examines the techniques of television advertising directed to children.
2,925 words (approx. 11.7 pages), 5 sources, $ 115.95
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Abstract
The paper reports on research into the content and meaning of children's television advertising before Christmas. The paper notes information on the variety of products that are geared for children in some way and discusses the selling methods used and the frequency with which advertising messages are bolstered by repetition. The paper explains that this creates a desire on the part of children for these products.
From the Paper
"Television advertising directed at children is examined for content, frequency and products featured for a period in the Fall of 2004, the Christmas season for advertisers. The results show the variety of products that are geared for children in some way, the selling methods used and the frequency with which advertising messages are bolstered by repetition, creating a desire on the part of children for these products. The intent is clearly to develop a habit of buying in the young and parents suffer by being asked over and over to buy the latest product, many reflecting entertainment aspects of the consumer culture."
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The Children's Advertising Market, 2002.
A look at why children in particular are targeted by advertising.
2,900 words (approx. 11.6 pages), 5 sources, $ 106.95
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Abstract
This paper will explore the children's advertising market in an effort to discover why advertisers focus so much energy on children; how they target the children's market, and consider the consequent social and political effects that such advertising strategies engender.
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The Sexual Exploitation of Men, Women and Children in Advertising, 2002.
A demonstration of some of the ways that men, women and children are exploited sexually through print and media advertising.
3,018 words (approx. 12.1 pages), 18 sources, MLA, $ 88.95
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Abstract
This paper tries to explore the exploitation of sex in advertising and is broken down into sections involving, men, women and children. It defines what exploitation is and tries to determine the limits of what advertisers can use before it becomes pornography. It looks at how the exploitation of sex and women in advertising has been going on as as early as the mid 1400s in wood carved signs on store fronts and how the exploitation of men as "beefcakes" has been more recent. It discusses how the biggest criticisms are the exploitations of prepubescent children in advertising. Picture examples of different advertisements are included.
Outline
Thesis
The Basics
Nudity
Prevalent Through the 90s
Changing Attitudes Towards Women
Conclusion
Figures
References
From the Paper
"Voices, whether male or female are chosen to convey a specific message to an intended market. The when choosing a orator, a determination needs to be made initially whether the ad is being portrayed as coming from an announcer or a spokesperson. A spokesperson must portray the part of an actual user of the good or service, where, as the announcer must have an authoritative intonation. Announcers are primarily men, because of the deeper voices that exude authority. Although one study (Frieden 1984) showed that there was not a significant difference in the effect of having a male or female voice, rather that men are usually chosen as announcers more out of habit than necessity. Many times advertisers and companies will use celebrity voice-overs or celebrity spokespersons in commercials because of the recognition of their voices without having to see the person. The best example of this is James Earl Jones (AT&T) or William Shattner (Priceline.com). Both of these men have very distinct and recognizable voices that demand high salaries for this type of work. "
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