Advertising to Children on TV: Content, Impact, and - download pdf or read online

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Hindrance is starting to be in regards to the effectiveness of tv ads law within the gentle of technological advancements within the media. the present speedy progress of television systems in terrestrial, sattelite, and cable codecs will quickly circulate into electronic transmission. those all provide possibilities for better commercialization via advertisements on media that experience now not formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that would be performed to youngsters via advertisement messages. This publication explores all of those matters and appears to the long run in contemplating how powerful codes of perform and rules will develop.

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Barrie Gunter's Advertising to Children on TV: Content, Impact, and PDF

Crisis is transforming into concerning the effectiveness of tv advertisements rules within the gentle of technological advancements within the media. the present speedy development of television systems in terrestrial, sattelite, and cable codecs will quickly circulate into electronic transmission. those all provide possibilities for better commercialization via ads on media that experience now not formerly been exploited.

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Children as young as three years who are heavy television viewers have been found to hold more rigid attitudes about "appropriate" jobs for men and women compared with their peers who watch less television. The nature of advertising in relation to gender generally demonstrates the following features (from Fox, 1996): • • • • Voice-overs are spoken or sung by men Men are shown in more roles than are women Women are shown more in family roles Women do activities in the home, and men are the beneficiaries of such activities • A man's world is outside the home, a woman's within it.

Young suggested these results demonstrated young children's emerging ability to understand that advertising is different and follows alternative rules to other kinds of communication such as programs.

For example, Kline (1993) pointed out that merchandising no longer seems to be a spin-off from films or programs but is really the primary activity Toy manufacturers have been criticized for commissioning and/or producing children's programs with an explicit view to creating new products (see earlier discussion). Programs such as Transformers, My Little Pony, and Teenage Mutant Ninja Turtles provide opportunities for children to collect many characters and accessories associated with the shows.

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Advertising to Children on TV: Content, Impact, and Regulation by Barrie Gunter


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