Download 73 TV Advertising - City of Greater Geelong

Parenting Article No. 73
TV ADVERTISING AND YOUR CHILD
Children are being actively targeted by the
advertising industry. Advertising and marketing to
children is big business! Advertisers and marketing
companies are becoming more and more
aggressive, cunning and increasingly more
sophisticated in their marketing campaigns directed
to children. Annual conferences are run for
marketers to share the best techniques to sell their
products to children and companies are actually
doing research on how they can “teach” children to
nag their parents for a product.
Pester or Nag power often works …… and produce
significant conflict between parent and child.
The amount of advertising on some channels
during designated children’s viewing times can be
as high as 15 minutes per hour. Advertising exists
not only as the stand-alone advertisements which
are easily recognised but also as programs
specifically made for children (especially cartoons)
that have associated merchandise, and as
descriptions of prizes for competitions which are
incorporated into a program.
Research shows that young children are
particularly vulnerable to advertising as they are
unable to distinguish the advertisements from the
programs. Whilst most children six to seven years
of age understand the selling function of
advertisements, and most eight year olds
understand their persuasive intent, they are
unlikely to critically evaluate the advertisement and
identify techniques that are misleading about the
product’s worth/performance. They do not
understand that the seller will engage in trickery, or
exaggeration in order to sell.
Although advertising cannot be avoided, parents
need to minimise their children’s exposure to
advertising and reduce the chances of their children
being exploited by advertising.
Steps parents can take include:
 minimising young children’s (under the age
of eight ) exposure to commercial media.
The ABC
has some programs with
associated merchandise but no straight
advertisement while although Pay TV also
carries advertising directed to children it is
at a lower level of minutes per hour
 borrowing from the library or build a
selection of videos that don’t promote a line
of toys
 showing children the real toy when you’re
out shopping and point out differences
between the TV ad and the real thing.
 Talking with older children about the
tricks/techniques used in advertising, and
show them the benefits of other less
advertised foods etc.
 not giving TV or movie related toys as
presents; but choose age specific toys that
meet children’s real play needs
 not buying foods advertised on TV
 avoiding exposure programs that are
toy/product linked
Advertisements also often play on children’s
insecurities and need for acceptance by their peers
making them feel unhappy with their lives and
suggest that purchase of the product will make
them feel better, and happier. Parents can defend
against this by ensuring their child has a solid sense
of self-esteem and the continual message that “we
like you as you are”.
Limiting early exposure to advertising and helping
your child develop an awareness of advertising, the
techniques used and the motivation of marketers,
will make them less likely to succumb come to the
powers of advertising and become a more
discerning consumer.
Ref: Young Media Australia www.youngmedia.org.au
For a complete list of Regional Parenting Service articles go to the City of Greater Geelong website
www.geelongaustralia.com.au/community/family/services/article/8cbc84b53070368.aspx