Effects of television advertising on children
Summary :
Table of Contents
- Introduction.
- McAllister and Giglio's investigation into the business of advertising to children on television.
- The techniques used by broadcasters.
- Legislation against some advertising practices.
- Growing concern over the effect on children of advertisements for alcohol.
- Conclusion.
- Bibliography.
Abstract
In their article, The Commodity Flow of U.S. children's television, authors Matthew P. McAllister and J. Matt Giglio argue that commodity flow is one of the most prominent aspects of television programming for children, and that this commodity flow and corporate brand imaging builds into the genre of children's programming a reasonably lucid selling culture. What comes from this flow of commodities is a blurring of the distinction between television content and promotional content, and shows how there exists a high level of commercialism targeted at this segment of the population. This essay will examine research concerned with advertising to children on television in an attempt to get a better understanding of how children respond to advertising, how the television industry and the companies behind them efficiently target children through the use of "television flow" (McAllister et al, 2005: 27), and how this should be a matter of concern for all people, especially now in this new age of digitization, where the television content consumer have access to an unprecedented amount of channels, content, and of course, advertising.
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