New PDF release: Advertising to Children on TV: Content, Impact, and

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Trouble is growing to be concerning the effectiveness of tv advertisements law within the gentle of technological advancements within the media. the present speedy development of television systems in terrestrial, sattelite, and cable codecs will quickly flow into electronic transmission. those all supply possibilities for better commercialization via ads on media that experience no longer formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that would be performed to kids via advertisement messages. This ebook explores all of those matters and appears to the long run in contemplating how potent codes of perform and legislation will develop.

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Transforming objects, appearance and disappearance, distortion, and so on). Such techniques gain children's attention and imbue the products with excitement. However, they can also mislead children into 24 CHAPTER 2 expecting certain results from using or eating the featured products, especially when the child is too young to recognize the techniques involved. , in press). As discussed in chapter four, children easily recall products that use special effects, and older children realize the purpose of such effects is to enhance the product (Preston, 2000).

The concept of host selling, that is, using popular television characters in commercials that also feature in the adjacent program can blur the boundaries between an advertisement and the surrounding program (Kunkel, 1988a). This is especially pertinent when animated advertisements are shown within and between cartoon programs. Also, some perceptual similarities between children's programs and advertisements may confuse children in their attempts to recognize the differences between them (Kunkel & Roberts, 1991).

As discussed in chapter four, children easily recall products that use special effects, and older children realize the purpose of such effects is to enhance the product (Preston, 2000). STEREOTYPING Television in general is a powerful medium in that it can affect viewers' perceptions of social reality. As part of this medium, advertising contributes to how we think about other people. The danger is that advertising may encourage viewers to form unrealistic and cliched opinions on a range of issues, from body size to gender roles and racial stereotyping.

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


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