Effects of Advertising on Children
Research that has been conducted on the effects of advertising on children has shown that advertising has the intended effect on children above the age of 3. Product preference of children gets influenced even by a single viewing of advertisements by them. Studies show that since the product preference of children changes, the purchasing decision of the parents of these children also changes. This trend is pretty clear to notice in real life. Studies have also shown that advertisements lead to conflict between children and their parents when the child is influenced by an advertisement and wants to consume something harmful to him, but the parents deny him. Large-scale advertising of junk food such as soda, chips, chocolates, candy, etc., targeted children has contributed to a massive change in the diets of average children in the current era. Children over-consume these products while ignoring nutritious but less tasty homemade food. Overconsumption of these products is linked to obesity and other health problems. Studies have also shown that tobacco and alcohol advertisements nurture acceptance and glamorization of these products in the minds of children and adolescents.
Advertisements in Schools
The American Trade Finance Advisory Council (TFAC) gave considerable thought to commercial activities in schools. This is problematic because of two reasons, which are as follows:-
Students in schools will have no way to avoid advertisements if this happens.
Children might assume the implicit approval of respected figures like teachers and principals of the advertisements and therefore be even more influenced by these advertisements.
Advertising in schools still takes place in several forms. Some of the forms are as follows:-
Direct advertising in classrooms.
Indirect advertising by showing educational content sponsored by corporations.
The product sales contract between schools and soda and snacks companies.
Mitigating the Effect of Advertisement on Children
The Federal Trade Commission (FTC) banned cigarette advertisements on television and radio in 1971. Another way to mitigate the effects of advertising on children is by teaching children about advertisements’ true nature and intent in schools. However, it is argued that even if children understand advertisements for what they are, they still are not mature enough to make healthy purchasing decisions for themselves and critically analyze advertisements. Parents are the closest people to children. Therefore they have a role to play in educating children and talking to them about the harmful effects of advertising. However, this ability has diminished since the consumption of media has become a personal act. Parents have no idea what kind of advertisements their kids are getting bombarded with on their smartphones.
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