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Governments Responsibility?
The question as to who is responsible for regulation of advertisement content directed at children
is the basis of this paper. Through thorough analysis of different books and articles, the paper
will seek to prove that it is the parents responsibility to regulate what their children are exposed
to as well as minimizing the amount of time children spend on TV and other electronic devices.
The role accountability and business limits, specifically when it comes to products adverts that
are not ideal for children, will also be the focus of this paper.
Background Information on the Issue
Marketing is vital because of its role in driving the innovation of a product, brand competition
and in ensuring economic growth. It also finances pluralistic and various media form that
entertain adults and children. There are many delicate providers of media content and a lot of
content for the kids. Such enterprises employ a substantial number of individuals who can
benefit from the freedom to advertise to kids responsibly.
In the event where there is reduction in the form of new restriction on programming as well as
editorial, the subscription charges becomes more detrimental to competition thus, putting the
economy of the United States at a disadvantaged position compared to other evolving economies
(Advertising Association 8).
The engagement of the US government in child advertisement regulation can be traced back to
the times of Hebert Hoover in 1929, when he facilitated a White House Conference on Child
Health and Protection. By the end of the conferences, it was acknowledged that children were
self-regulating and has individual concerns which are also unique to them (Calvert 207). This
report also counselled parents to allow their children to possess toys and personal equipment.
This means that every kid should have a sleeping room.
The report also recommends that kids should go shopping and pick products of their own choice.
Such experiences were aimed at creating a sense of personal dependency amongst the children
and teaching the child that his or her character can be developed through things. The conference
clearly altered the place of children in the American society. Kids became and are still leaders of
the consumer market with the cost power that surpass that of adults.
The purchasing power of kids is intense directly and indirectly because they have ability to
influence and to manipulate their guardians in their favor. Advertising directed at children is
additionally not just concerned the kids products purchases but they affect other products in the
market as well. The planned and unplanned outcome of advertisement is also currently a concern
of many parents because of the impact they have on a childs socialization (Calvert 208).
Supporting Evidence or Facts
The situation is further heightened with endless bombarding images that define what perfection
and beauty is supposed to be. In the end, many health related complications arising from stress
and anxiety have increased amongst the children. Tobacco industry for example advertises its
products in different media channels.
Despite the fact that many of the advertisements are directed at adults who intend to smoke, they
also intentionally or unintentionally address children who are potential clients. Kids are known
as the future of business and thus, such companies start exposing them to smoking at a tender age
(Calvert 217).
The inability of a child to understand images or messages passed in advertisement could have a
negative impact especially if literally taken. The government in such cases may not offer
effective solutions and hence, it becomes the duty of a guardian to demonstrate to the kids how
tobacco images and adverts are designed to manipulate them. This also involves dissemination of
information with inappropriate concepts of adulthood, charm, freshness and loveliness.
The discussions may also include the objectives of tobacco businesses in child recruitment as
future cigarette smokers (Calvert 218).
Research from the American Psychological Association (APA) discloses that kids below 8 years
did not have ability to clearly understand televised promotion messages. For this reason, they are
more likely to accept the adverts as precise, honest and impartial. Additionally, the studies reveal
that kids have the ability to remember advertisement content that they have been repeatedly
exposed to.
The partialities of the products affect the consumption desires of kids and it pressures their
guardians as they decide what should be bought. This generates parent-child fights especially
when the kids wishes are not met. The end result of such beliefs could be evident in harmful
eating habits ae reflected in obesity epidemic amongst the youth in America.
APA also argues that the efforts to reduce such occurrences are achievable through restriction of
promotions targeted at children (Schor 112).
There is also increased concern in regard to adverts that target adults and pose risks to kids. Beer
advertisements in football programs especially those of Guinness and Heineken are good
examples of such promotions because they are showcased in programs that are widely viewed by
kids across the globe. The promotions create brand familiarity among the kids therefore,
encouraging positive attitudes towards alcohol consumption amongst the children of as early as
10 years (Ramsey 374).
Commercial promotions with content that showcase violent scenes for example video games and
movies also promote the creation of a violent culture. This increases the possibility of children
displaying destructive behaviors. Organizations are also creating product awareness
progressively and dependability via video games. A game that is successful translates to
successful product as the consumer who is mainly kids are involved, absorbed and entangled on
the product (Calvert 212-213).
Research studies by the American Medical Association journal also revealed that children
between the ages of 2 and 17 years spend up to 15, 000 and 18, 000 hours on television
compared to 12, 000 hours the spend annually in their studies in schools (Advertising
Association 14). This makes children the ideal targets for television advertisements whose effect
surpass that of any other media platform because there is reduced influence by those of older
generations.
This also calls for parents immediate response because the government via its machinery for
example the Committee on Communication of the American Academy can only make
endorsements to be implemented by parents. According to a report released by the committee,
children below the age of two should watch TV at any time because it interferes with their brain
development that relies on relations of humans for successful growth.
Parents also have the responsibility to reduce the amount of time spent on TV by their children if
they are to grow normally and develop their cognitive aspects are required (Calvert & Barbara
424). Different companies have also generated ways of ensuring that their products reach the
children. The methods include new children markets exploration via wireless and online media.
Such promoters employ stealth strategies in which clients are immersed in new environments,
most often without their knowledge on the type of promotions they are viewing.
Advertisers through their expertise also analyze the interests of children patterns carefully
focusing on games and communication software for teens. Government restrictions on TV can
also be the major cause of a change in marketing strategies for different companies (Calvert 212213). Products such as tobacco can also be advertised on TV only because of specific terms and
conditions.
The modern world however that is less restricted also displays smoking as a hip action. As a
result, promoters use virtual bartenders in alcohol related websites to build cordial relationships
between the children and the product. This is implemented by use of comedy, sporty and stylish
language to entice kids. Additionally, many advertisements on TV and online platforms reveal
intense marketing of products especially junk foods and they focus more on harmful
advertisements to kids such as alcohol and tobacco (Calvert 214).
One of the most significant areas of concern on the impact of advertisement on children is the
analysis of changes that are based on the ability of a child to comprehend commercial messages
and their objective specifically. A child below the age of eight years believes the purpose of
commercial promotions is to enable them make the right purchasing resolutions. They are not
aware that such commercials aim at enticing them to buy specific products.
To achieve this objective, organizations design marketing campaigns that are directed at getting
the kid to focus on the communication, aspiration and to distinguish as well as reminisce the
product. The level by which kids understand the intention of an advertisement also touches on
the realization of the commercial. Organizations will as a result, utilize any strategy to embed
their adverts into fascinating content to help create an attitude that is favorable about a
merchandise without the users knowledge (Calvert & Barbara 424- 425).
Regulation of the time that kids spend on media channels and more specifically TV and online is
also imperative in limiting exposure of kids to unauthorized content (Schor 110).
Conclusion
Advertisement is a significant strategy by which organizations and other institutions promote
their products and services. It is the governments responsibility to ensure marketers abide by
existing regulations in the implementation and planning of their strategies. Restrictions while
advertising to children is of distress to parents as well as the government.
Even so, it is a major concern for guardians bearing in mind that they are the primary
socialization agents who shape and finance their kids purchases. Parents also have a duty to
ensure that they impart the right measures for instance explanation of advertisement content to
their kids thus, limiting the amount of time they spend on media platforms (Schor 112).
Works Cited
Advertising Association (AA). Parents, Children and the Commercial World: Facts Issues and
Solutions. SW1P 1RT, London. 2011. Retrieved on October 16, 2013 from
http://www.adassoc.org.uk/write/Parents%20Children%20and%20the%20Commercial%20Worl
d%20Report.pdf
Calvert, Sandra L, and Barbara J. Wilson. The Handbook of Children, Media, and Development.
Chichester: Wiley-Blackwell, pp. 424- 426. 2011.
Calvert, l. S. Children as Consumers: Advertising and Marketing. The future of children. 2008.
Retrieved on October 16, 2013 from
http://doczine.com/bigdata/2/1365726093_dc54e85cce/18_01_09.pdf
Ramsey, W. Rethinking Regulation of Advertisement Aimed at Children. Ramsey Final, 373-375.
2006 Retrieved on October 16, 2013 from
http://www.commissionedwriting.com/Rethinking%20Regulation%20of%20Advertising%20Ai
med%20at%20Children.pdf
Schor, J. Regulation, Awareness, Empowerment. Young People and Harmful Media Content in
the digital Age. Nordicom. P. 110- 112. 2006
Wilcox, B, Kunkel, D, Cantor, J, Dowrick P, Linn, S & Palmer, E. Report of the APA Taskforce
on Advertising and Children. American Psychology Association. 2004. Retrieved on October 16,
2013 from http://www.apa.org/pi/families/resources/advertising-children.pdf
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