Read about influence of advertising on children.
Advertising affects children and commercials influence children which can be
seen in their constant demands for products advertised on television. There can
be many negative effects of advertising on children if parents are not careful.
Although advertisements help us to become aware of the
products in the market, they have their negative effects also. Children today
are exposed to all types of advertisements on the various media like the
television, print media and internet
as well. In fact, everyone is bombarded by advertisements everywhere nowadays.
Children in general are more susceptible and get easily influenced by advertisements.
Children are Defenseless
Children are innocent and not so mature. When a marketer
advertises a product on television, they do not understand that it is a
business and their main aim is to sell. They do not understand that advertisers
try to push their products and market in such a way that children want to buy
it. Children take everything at face value and believe without a doubt the
messages in the advertisements. Advertisements are made in such a way as to
attract the attention of children. Children do not understand it to be
marketing strategy. Children are an extremely vulnerable target audience and
get easily carried away.
Junk Food Advertising
Research has shown that junk food advertisements influence
children greatly leading to an increased demand for junk food by children. When
children watch young adults in good shape eating junk foods
in the advertisements they assume that it is good for the health. They do not
know that junk food is not good for health. They are unaware of the fact that
junk food does not contain nutritional value. They may even think that by eating
these junk foods they might become like the thin and fit models in the advertisements.
A research conducted has shown that children increased their
consumption of junk foods after seeing these advertisements. They are seen to
be so influenced by these ads that they almost doubled their consumption of
these unhealthy snacks and foods.
In a study conducted they exposed children to candy
commercials. It was seen that those children who were exposed to the candy
commercials were highly influenced. In fact, these children chose candy over
fruits as snacks. They preferred candy rather than a healthy food like fruits.
When the commercials were eliminated and the children
watched them less it had a positive effect. It encouraged them to pick the
fruits over the candy.
Recent statistics show that obesity of children under the
age of five is increasing at a high rate. Childhood obesity is on the rise and
one of the main reasons for this has been seen as excessive consumption of fast
foods and junk foods.
Not surprisingly, it has been seen that childhood diabetes
is also on the rise.
Resulting in the Nag Factor
Children may pester their parents for the products
advertised. They may insist on a particular pair of branded jeans only and be
against the other brands of clothing in the store. They may also insist on
living a life as portrayed in advertisements.
Children may make excessive demands on their parents for the
products they see in the advertisements. At times, they cry, pinch, pull and
will not keep quiet till the parents purchase the product. Some parents who
cannot control their children may give in to the tantrums of children left with
When children see these advertisements it gives a wrong
impression on their young minds and they start giving a lot of importance to
What Parents Can Do?
Nowadays, with so much openness and exposure in media and
commercials parents are often worried about what all their children
It has been noticed that children are often able to remember
messages targeted towards adults also. Kids remember the content in
advertisements aimed at adults.
A few countries have banned marketing and advertising
targeted at children below the age of twelve. One country has banned
advertising of toys before 10 p.m. as it is at this time that children are
Previously advertisers marketed children’s products towards
parents. Parents were their target audience for these products. But nowadays,
marketers aim their messages directly at children. Advertisements are made
specifically in such a way that they draw the attention of children. The
marketing messages are aimed directly at the children.
Parents should teach their children of how to be critical of
ads and how to become less influenced by the messages in the ads. Parents
need to teach their children the importance and value of money.
Do your Children often make constant demands for products they see in ads? Do you think advertising aimed at children is right?
Advertisements do have srious impacts on the way kids think.... and also if proper ads are viewed by the child then the child can actually learn good things... as in my child likes the colgate toothpa...
Yes, a lot of times children make demands for products they see in advertisements. I have seen a toy being frequently advertised on T.V. I have seen a child in a mall crying till the parents broug...
Advertisements can have negative effects on children. They can have a negative influence on children if parents are not careful. Parents must say a firm No, if the demands of children increase. Advert...