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Positive Effects of Advertising on Children
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The following presents an essay about the positive effects of advertising on children This ...... More...
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Paper Abstract:
This essay discusses the positive effects of advertising on television and other media on children, including the impact made on the development of social, emotional and cognitive skills in children. The essay also presents a brief review of related research on the topic.

Paper Introduction:
Positive Effects of Advertising on Children The following presents an essay about the positive effects ofadvertising on children This essay presents a brief review of relatedresearch on the topic Preboth pointed out that it is important forparents to understand that advertising found on television and other formsof media have impacts on the development of social emotional andcognitive skills in children These effects of advertising include bothnegative and positive outcomes Studies show that advertisements areeffective and depending of the age of the child

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These authors concluded that it is important that children become informedabout the products they purchase and develop skills to determine what isacceptable (Dotson and Hyatt 43). Children today are spending more time incommercial settings such as shopping malls. Media advertisement ishere to stay and children who are a passive audience lack the analyticalskills needed to resist being manipulated by this onslaught. Childrenaveraged 16 hours of television watching each week and most (68.8%)received allowance regularly. Microsoft, Intel, and Appleall provide equipment and Internet access to students in classrooms (Miller454). Perhapsthe most prominent of these outcomes is the fact that children today arelearning how to discriminate the good from the bad that they are exposedto. This is compared to 9 hoursspent in the classroom. Studies show that advertisements areeffective and depending of the age of the child, ad features areremembered; television or audiovisual media exposure is particularlyeffective for conveying information to children (Maher, Hu, and Kolbe 23).The American Academy of Pediatrics noted that media impacts behavior andproduct use in children and it is important to understand howadvertisements influence school performance and obesity rates in children(Preboth 89 ). Finally, advertising to children helps them become aware of andunderstand the many brands and products available so that they can applytheir critical media literacy skills effectively. American children spend up to $2 billion per year on food and drink and companied spend up to $1 billionper year on marketing to these children. With all of this exposure, children are able to become aware of themany products available and use their skills to determine which areappropriate for personal use. While marketers have a responsibility to maintain ethics inmarketing and advertising, this cannot be counted on. Increased spending money availability was related to irrationaland market-based influenced; less money was related to parent influences.Children who stayed home with their parents more were less influenced bygrand or shopping factors. There are positive effects of advertising on children. It is estimated that 47% ofAmerican children have a television in their bedroom, 75% of adolescentAmericans have a television in their bedroom, and 5 % have their ownpersonal computer. Positive Effects of Advertising on Children The following presents an essay about the positive effects ofadvertising on children. Teaching children how to analyze what they see advertised is anoutcome of mass media exposure in children. Children mustlearn to categorize their knowledge, make connections that are meaningful,and recognize the integrity of the media experience. In addition, other companies such ascomputer-related businesses attempt to develop brand loyalty in children byproviding equipment and software to schools. This mass media exposure isfound in the mall and the media. Works CitedDotson, Michael J., and Eva M. However, there are also positive effects of advertising onchildren and an understanding of these possibilities is needed to ensurethis outcome. Finally, advertising to children allows for children to understandthe many brands and products available and determine which are appropriate. Older children were less influenced by parents. Schools across the nation have contracts with places such asMcDonalds, Taco Bell, Dunkin Donuts, and vending machines to Pepsi, Coke,and Mountain Dew. Hyatt, "Major Influence Factors in Children's Consumer Socialization," The Journal of Consumer Marketing 22.1 (2 5): 35-42.Maher, Jill K., Michael Y. Children are spending more money thenever before and businesses are attempting to breed familiarity with theirproducts with increased exposure. " The Lancet 366.95 3 (2 5): 2 64.Miller, Nora, "Overmediating Our Children," et Cetera 63.4 (2 6): 452-457.Preboth, Monica, "Effects of Mass Media Exposure in Children," American Family Physician 61.3 (2 ): 89 .Young, Brian, and Marion Hetherington, "The Literature on Advertising and Children's Food Choice," Nutrition and Food Science 96.5 (1996): 15- 18. These effects of advertising include bothnegative and positive outcomes. Onthe other hand, today's mass media exposure provides an opportunity to helpchildren become wiser than ever before. Hu, and Richard H. Learning these toolshelps children to become more aware of what they are presented with in andout of the classroom. Beyond this, a second favoriteafter-school activity is watching television. Children of today areover-mediated (Miller 452). Another positive outcome associated with advertising for children is,that healthful advertisements can lead to positive food choices. Kolbe, "Children's Recall of Television Ad Elements: An Examination of Audiovisual Effects," Journal of Advertising 35.1 (2 6): 23-33.Maness, Kevin, "Teaching Media-Savvy Students About the Popular Media," English Journal 93.3 (2 4): 46-51."Marketing Food to Children. Conclusions Three positive effects of advertising on children have beenpresented. Children view an estimated 2 , commercials ontelevision per year and 55 per day. Dotson and Hyatt (2 5) pointed out that young children today areaware of the purpose of advertising and they have a streetwiseunderstanding of the fact that companies market to sell products. They are exposed to advertisements at home andat school. These food chains and businesses advertise to the schoolin exchange for cable hookups, television monitors for classrooms, and asatellite dish so that the advertisements can be aired daily. Thestudy included a mix of males and females. Children who do notunderstand the virtues and ethics of advertising will remain victims. This consumer savvy willultimately demand more ethics and honesty in advertisements. While this trend can lead to theuse of the wrong foods and drinks, marketing to children provides anopportunity to teach them the right foods and drinks to buy and consume.This positive outcome would help alleviate increasing problems withchildhood obesity ("Marketing Food to Children 2 64). Thus, children are the targets of largeadvertising campaigns (Dotson and Hyatt 36). Teachers arenow communicating the need for critical media literacy education (Maness47). Preboth (2 ) pointed out that it is important forparents to understand that advertising found on television and other formsof media have impacts on the development of social, emotional, andcognitive skills in children. In turn, children willbecome more aware of what foods promote good health. These includethe fact that advertising provides an opportunity to teach children how toanalyze what they are presented with and discriminate the good from the badproducts; thus advertising results in the development of critical medialiteracy skills. In addition, advertising to children had to positiveeffect of teaching them health related behaviors such as those relate todiet. Schools withsmall budgets seek these contracts. In addition,this ability to analyze advertisements will demand that companies presentmore helpful and healthful products to children. Theseauthors conducted a study of 663 students grades four through eleven. A reviewof the literature on advertising and children's food choice shows thathighly advertised cereals are found in larger numbers in the homes ofchildren (Young and Hetherington 16). These tools can be applied across life situationsand across cultural differences (Maness 49). These included the development of critical media literacyskills, teaching children health related behaviors such as those relate todiet and food choices, and finally, helping children to understand multiplebrands and products available to determine which are appropriate. The students answered surveyitems about media exposure and their attitudes toward it. It is estimated that children ages two to 18 yearswatch television or are exposed to other media (computer games, print, andthe Internet) an average of 5.5 hours per day; most watch television up tofour hours per day or 1,5 hours per year. Since today's child is likely to be a victim of massive exposure, itis important to turn the tables and change them from victims to pursuers oftruth and excellence. According to Dotson and Hyatt (2 5) children are at least streetwiseregarding marketing and they are aware of the purpose of advertising.However, it is important that these children learn additional tools thatwill enable them to make more informed choices regarding what isappropriate. Findings were that boys watched moretelevision and were more influenced by television, girls were moreinfluenced by parent factors, girls shopped more than boys, girls favoredbrands that their friends used, and boys favored brands if they lastedlonger. This essay presents a brief review of relatedresearch on the topic. Children of all ages need to develop media skills, media knowledge,and skills for listening effectively to advertisements. Parents and teachers seek to help children be protected from mediaexposure and this includes giving them critical media literacy skills.Thus, media education results from this exposure.

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