1. Advertising and Children

2. The world of children has changed a great deal over the last decade; Kids are no longer passive consumers of brands that they once used to be, but are active seekers and influencers for a whole range of products affecting their lives

3. While this is true for products like chocolates, biscuits, ice-creams, it is also true for a whole other range of high end consumables like packaged food, computers and believe it or not, cars

4. The new generation of youngsters are avid consumer of mass media, especially television.
They are increasingly vocal and influential when it comes to ‘brand choice’ and ‘brand purchase. ( Cars to Carpet , Salt to Soap)

5. It seems the motto of the advertisers is ‘Catch them Young’
Children learn how an item fits the lifestyle from cartoons, soap operas and serials and develop unrealistic idea about the way they live.
They are not only computer literate but also advertising literate.
They are getting older beyond their lives

6. They respond more positively to messages communicated visually, rather than voice message.
Visual action is closer to their own play experience where actions speak louder than words.

7. Advertising to children will remain a controversial topic
Advertisers must deal with is the issue of advertising to children.
Studies have also shown that TV is an important source of information for children about products

8. Critics argue that children are especially vulnerable to advertising because they lack the experience and knowledge to understand and evaluate critically the purpose of persuasive advertising appeals

9. Pre-school children cannot differentiate between commercials and programmes and cannot distinguish between reality and fantasy. Critics charge that advertising to children is inherently unfair and deceptive and should be banned.

10. Some feel that parents should be involved in helping children interpret advertising and can refuse to purchase products they believe are undesirable for their children.
Some countries have strict guidelines for advertising to children

11. There is also a growing concern over how advertisers are using the internet to communicate with and sell to children
Some groups feel that government is
responsible for protecting children from the potentially harmful effects of advertising while others argue that parents are ultimately responsible for doing so.

12. One group feels that banning tv ads will deny advertisers the right of free speech to communicate with other audience members.
They also feel that no authority has the professional competence to serve as the ‘national nanny’ deciding what children should be exposed to.

13. It is reported that children between the ages of two and eleven spend about 25 hours per week watching television and see approx 20,000 ads per year and 7,000 of these ads are for sugared
products.

14. Recognising that advertising may play an important part in educating the child, information should be communicated in a truthful and accurate manner with full recognition by the advertiser that the
child may learn practices from advertising that can affect his or her health and well-being

15. The effect of advertising can be both positive as well as negative

16. All toothpaste ads like Colgate, Pepsodent etc inculcate a good habit of brushing the teeth in the morning and at night.
They create awareness among the children regarding the ill effects of germs,weak gums etc.

17. The Raymond ads shows depressed school student wishing good bye to their principal.
Out of respect and love for their principle they buy him a Raymond suit piece.
It influences the kids to give the teacher the respect they deserve and love them for the knowledge they bestow on them.

18. The Thums up ad had a man standing at a cliff and performing ;bungee jumping’
A kid after watching this ad attempted a similar feat and jumped from the fifth floor of a building only to fall to his death

19. Clinic Shampoo ad featured a girl child who is embarrassed because of her extremely lifeless hair.
Is this the age when a kid should be worried about her looks and hair?
Such ads make children grow older beyond their years and thus induce wrong attitudes and beliefs in them

20. The LG television ad showed a kid not going back home from school and standing outside a TV show room just to watch TV because at home his mother does not allow him to do the same.
The ad said that kids could watch TV for unlimited hours without spoiling their eyesight.
This influenced the child in a negative way.

21. The Lizol ad shows a child taking a biscuit and takes it all around the house, even the dirty nooks and corners of the house, even the toilet. After this he takes the biscuit and puts it the plate from which he had taken it.

22. Although many influences affect a child’s personal and social development, it remains the prime responsibility of the parent to provide guidance for children.
Advertisers should contribute to this parent-child relationship in a constructive manner

23. Now lets see the next topic