Advertising to Children in Europe
Today's television is perhaps the most popular of all past-times, inducing people of all ages and dimension to spend fruitless hours glued to a glass screen and wooden puppets. Therefore what ever is put before the vulnerable on screen will be scrutinized to the very last end? In this case, we are looking at advertising. A format of television used to portray certain images and opinions about a particular product and/or service. Television is not the only distributor of advertising but it is the most influential, with more people seeing TV advertising than any other format. The Swedish ban focuses on children under the age of 12. The Swedish government wants to extend this ban to all the member states of the EU in 2001 when it assumes the presidency of the EU. Currently, in Sweden all advertising that is deemed to be aimed at children under 12 is prohibited."TV advertising may not aim at catching the attention of children below the age of 12 years."(Swedish RT law Chapter 7-4)The two arguments put forward are simple. Firstly, the ban should proceed because of the unethical nature of advertising that attempts to get to parents wallets through children. In opposition are the arguments that suggest advertising does not affect chi
Just because a child understands that companies promoting a toy on television are advertising it, so people will go out and buy it. In the future, although I have suggested that the ban is probably understandable I think there are more useful alternatives. If one of the world leading advertising companies Saatchi and Saatchi admit that they believe 'children are much easier to reach' and that they can get 'them pestering their parents' then perhaps something has to be done about it. They often add special audio effects, backgrounds and new objects to the image of the product that are not actually part of the package. The arguments against advertising follows the same structure but with a different outcome. (ITC) As I said earlier what children understand and what affects them are not one of the same thing. (Dr Young, Exeter University)Is this to say, that even though they understand the concept of advertising, it does not affect them negatively. However, toy advertising can be amongst the most misleading. "As a result of exposure to media technology of all kinds, the children were quick to assimulate and interpret what they were shown". How does the Swedish Government judge adverts that aim at teenagers, adults and children? The answer is banning them. Many would think that one aim of the Swedish government, perhaps the primary of the Swedish government is to restrict new products from entering the market. "My 10 year old son is as hooked on TV as an alcoholic is hooked on drink. The United Kingdom's watchdog on television, the Independent Television Commission, issued this response to the ongoing debate. "Children under 8 are particularly vulnerable. Some corners say that revenue from advertising allows programme makers to pump money into creating original and innovative programmes.
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