The Exploitation Of Children In Television Advertising Essay -- TV Med

The Exploitation Of Children In Television Advertisements Across America in homes, schools, and businesses, sits advertisers mass marketing tool, the television, usurping freedoms from children and their parents and changing American culture. Virtually an entire nation has surrendered itself sweeping to a medium for selling. Advertisers, within the constraints of the law, use their thirty-second commercials to target Americas youth to be the decision- depositrs, convincing their parents to buy the advertised toys, foods, drinks, clothes, and other products. Inherent in this targeting, specially of the very young, are the advertisers fostering the youths loyalty to brands, creating among the children a loss of individuality and self-sufficiency, denying them the ability to explore and create but instead often encouraging execrable health habits. The children demanding advertisers products are influencing economic hardships in many families today. These children, targeted by adverti sers, are so vulnerable to trickery, are so mentally and emotionally unable to run into reality because they lack the cognitive reasoning skills needed to be skeptical of advertisements. Children spend thousands of hours captivated by various advertising tactics and do non understand their subtleties. Though advertisers in Americas free initiative system are regulated because of societal pressures, they also are protected in their rights under freedom of expression to unfairly target Americas youth in order to sell to their parents, regardless of the very youngs inability to recognize the art of persuasion. In the free enterprise system, the advertisers role is to persuade consumers to buy their products/services. They are given a product/service and are required to use their best creative effort to make this product desirable to the intended audience (Krugman 37). Because of this calculated and what many deem as manipulative way of enticing the target audience, the advertising i ndustry is aerated with several ethical breeches, which focus on a lack of societal responsibility (Treise 59). Child Advocacy groups and concerned parents, among others, question the ethicality of advertising claims and appeals that are direct towards vulnerable groups in particular, children (Bush 31). The fundamental criticism is that children are an unfair market. The Federal ... ...ng? 80% answered Yes 10% answered No 10% had no opinion Works Cited Brady, Diane. The occasion of Cowabunga. Macleans Dec. 199250. Bush, Alan J., and Victoria Davis Bush. The Narrative Paradigm as a Perspective For Improving Ethical Evaluations of Advertisements. Journal of Advertising 23.3 (1994)31-41. Carlson-Paige, Nancy and Diane E. Lerin. Saturday Morning Pushers. Utne Reader Jan. 199268-70. Collins, Claire. Fighting the Holiday Ad Blitz. The New York Times Nov. 19943-4. Guber, Selina S. and Jon Berry. Marketing to and through kids New York Mcgraw-Hill, 1993. Hernandez, Debra Gersh. Unfair adv ertising defined for FTC. Editor and Publishing Oct. 199434. Kotz, Krista. Food Advertisements during Childrens Saturday Morning Television Programming be they consistent with dietary recommendations? Journal of the American Dietetic Association 94.11 (1994)1296-1300. Krugman, and others. Advertising Its Role in Modern Marketing. Fort WorthThe Dryden Press, 1994. Kunkel, Dale and Donald Roberts. Young Minds and Marketplace Values Issues in Childrens Television Advertising. Journal of Social Issues 47.1(199