13.11 - Social: Impact of Advertising on Children
The influence of television advertising on children's behaviour
Television advertising plays a significant role in shaping children's behaviour by targeting them as consumers for a variety of products. These advertisements often use influential figures and appealing content to capture young viewers' attention and encourage specific actions or preferences.
How television ads target children as consumers
- Range of products - Children are seen as a key market for items like educational toys, family holiday packages, and popular snacks or beverages.
- Use of role models - Ads frequently feature well-known personalities such as celebrities, sports stars, and musicians. These figures act as role models, influencing children to adopt certain behaviours or desire specific products.
Key features of television ads that encourage imitation by children
Television advertisements are crafted with specific elements that make them particularly effective at prompting children to mimic the behaviours or attitudes they see on screen. These features are designed to resonate with young audiences and make the content memorable and engaging.
Characteristics of ads that promote imitative behaviour
- Ease of replication - Actions or behaviours shown in ads are often straightforward and simple for children to copy.
- Similarity to accepted norms - The behaviours depicted often align with other socially acceptable actions, making them seem appropriate to imitate.
- Forbidden appeal - Some ads portray actions that are naughty or taboo, which can be particularly enticing to children.
- Child-friendly content - The scenarios and messages are tailored to appeal directly to a young audience.
- Simple narratives - Ads often use basic storylines that are easy for children to understand and remember.
- Humour - Funny elements are frequently included to make the advertisement more engaging and enjoyable.
- Lack of consequences - Characters in ads are often shown avoiding punishment or negative outcomes, which can encourage children to think such behaviour is acceptable.
- Influence of role models - Seeing admired figures in ads can strongly motivate children to emulate their actions.
- Age-appropriate timing - Advertisements are broadcast at times when children of the target age group are likely to be watching.
- High-quality production - The use of vibrant colours, lively music, and dynamic action enhances the visual and emotional appeal of the ads.
Stereotyping in advertising aimed at children
Television advertising often reinforces traditional gender stereotypes when targeting children. These portrayals can shape young viewers' perceptions of gender roles and contribute to long-lasting societal views.
Gender stereotypes in children's television ads
- Portrayal of girls - Girls are frequently shown as caring, gentle, and passive, often engaging in activities associated with nurturing or domestic roles.
- Portrayal of boys - Boys are commonly depicted as active, adventurous, and dominant, often involved in high-energy or competitive scenarios.
- Impact on perceptions - These consistent representations in advertising help to sustain and reinforce stereotypical views about how boys and girls should behave, influencing children's understanding of gender norms from a young age.