By Barrie Gunter
Trouble is starting to be in regards to the effectiveness of tv advertisements legislation within the gentle of technological advancements within the media. the present speedy progress of television structures in terrestrial, sattelite, and cable codecs will quickly circulate into electronic transmission. those all supply possibilities for better commercialization via ads on media that experience now not formerly been exploited. In democratic societies, there's a pressure among freedom of speech rights and the damage that may be performed to kids via advertisement messages. This ebook explores all of those matters and appears to the long run in contemplating how powerful codes of perform and legislation will develop.
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Extra resources for Advertising to Children on TV: Content, Impact, and Regulation
5). For example, John (1999a) suggested that children in the preoperational stage can distinguish advertisements from programs based on perceptual cues, and they regard advertising as truthful and funny. Children in this stage also show a positive attitude toward advertising. In other words, young children might distinguish commercials on the basis of perceptual cues rather than any understanding of persuasive intent. In contrast, children in the concrete operational stage have a better understanding of advertising and are less likely to take advertisements at face value.
However, such forms of marketing are an increasingly popular way to break through the clutter in traditional advertising media (see chap. 2). Other factors may make it easier for children to differentiate between programs and advertisements. For example, the presence of bumpers or separators is required by broadcast regulators to act as a marker to separate advertisements from surrounding program material. Kunkel and Roberts (1991) suggested that bumpers typically employed by broadcasters do little to aid young children in differentiating between the two because of the lack of sufficient contrast.
Rajecki et al. defined these themes as antisocial, compared with the remaining themes that might conceivably be viewed more positively. Their explanation for the presence of the three antisocial themes related to the fact that conflict and violence are central to much of children's television programming, and therefore sim- 2O CHAPTER 2 ilar themes in advertising merely present children with familiar concepts. They also pointed out that very young children use trickery (or deception) and so hypothetically would have little trouble in understanding it in advertising.
Advertising to Children on TV: Content, Impact, and Regulation by Barrie Gunter