TV Influence on Children

Influence on Behavior

“Children in the United States watch an average of three to four hours of television a day.” Television can inform, provide knowledge and entertain. However, the more children watch TV, the less they spend time playing outside with other children, reading, doing homework or doing sports. According to the American Academy of Child and Adolescent Psychiatry children “who watch a lot of TV are more likely to have lower grades in school, read fewer books, exercise less and be overweight”[1]

Influence of TV Advertising on Children

Advertising to children on TV is a commonly discussed social issue. “Children’s advocacy groups argue that kids younger than age 7 do not understand the persuasive intent of commercials and (…) cannot distinguish between a commercial and programming.”[2]

Cons of TV Advertising Directed to Children

Children are vulnerable to advertising because:

• ·         They may not be able to differentiate between reality and fiction
• ·         They lack the knowledge and skills to critically evaluate advertising claims
• ·         They cannot differentiate between programs and commercials

The McDonald’s Happy Meal commercial combines action and animation to influence children to buy their products.

Pros of TV Advertising Directed to Children

• ·         They may express their identity through the socialization process
• ·         Need to acquire skills needed to function in market place and become a discerning consumer

Children’s Television Act and the TV Network’s Guideline for Children’s Advertising

The Children’s Television Act of 1990 provided specific regulations for advertising on TV to protect children from advertising.

• ·         “Limit advertising during children’s programming to 10.5 minutes an hour on weekends and 12 minutes and hour on weekdays”[3]

TV Networks’ Guidelines for Children’s Advertising

“

• Must not overglamorize product
• No exhortative language, such as “Ask Mom to buy…”
•  No realistic war settings
•  Generally no celebrity endorsement
•  Can’t use “only” or “just” in regard to price
•  Generally no comparative or superiority claims
•  No costumes or props not available with the toy
•  No child or toy can appear in animated segments
•  Three-second establishing shot of toy in relation to child
•  No shots under one second in length                                     

“[4]

[5]

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References

[1] http://www.aacap.org/cs/root/facts_for_families/children_and_watching_tv

[2] Consumer Behavior – Buying, Having, Being, 9th Edition, Solomon, Michael R. (2009), p. 444

[3]  Advertising and Promotion, 9^th edition, George E. Belch, Michael A. Belch, p. 709

[4] Advertising and Promotion, 9^th edition, George E. Belch, Michael A. Belch, p. 692

[5] http://www.knowabouthealth.com/mcdonalds-sued-over-promoting-kids-happy-meal/3473/