Effects Of Advertising On Children

INTRODUCTION Marketing and advertising support the economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert (2008) addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to reach out to children, thereby creating a growing media space just for children and

Using the “Four Ps” of marketing Product, Place, Price, and Promotion, advertisers use paid public presentations of goods and services in a variety of media to influence consumers’ attention to, and interest in, purchasing certain products.

Television has long been the medium of advertising to children and youth. Children view approximately 40,000 advertisements each year. The products marketed to children, sugar-coated cereals, fast food restaurants, candy, and toys have remained relatively constant over time. But marketers are now directing these same kinds of products to children

For both younger and older children, not every request for a product leads to a purchase. Being denied a product can lead to conflict between parent and child. For instance, fastfood. When parents denied children’s requests for products, children who were heavy viewers argued about the purchase more while light viewers argued less. In a review of research, one study found a causal relationship between children’s viewing of television commercials and their pestering parents in the store. Children can also become cynical as they begin to understand the underlying persuasive messages of advertisements. For example, VI and VIII graders who understand more about commercial practices, such as using celebrity endorsements, are more cynical about the products. Even so, children who are repeatedly exposed to attractive messages about “fun” products still want them, even if they are aware of advertiser selling techniques. The implication is that even though children and adults too, for that matter may know that something is not what it seems, that does not stop them from wanting it. Because so many advertisements targeted to children are for foods that are high in calories and low in nutritional value. Concerns have been voiced that food advertisements are partly to blame for children being overweight and