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MMR Assignment

The document discusses the significant impact of advertising on children, highlighting how it shapes their consumption habits, behaviors, and perceptions. It outlines both the negative consequences, such as unhealthy eating habits and materialism, and the importance of media literacy and regulations to mitigate these effects. The essay emphasizes the need for education and stricter advertising guidelines to protect children in an increasingly digital landscape.

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24 views5 pages

MMR Assignment

The document discusses the significant impact of advertising on children, highlighting how it shapes their consumption habits, behaviors, and perceptions. It outlines both the negative consequences, such as unhealthy eating habits and materialism, and the importance of media literacy and regulations to mitigate these effects. The essay emphasizes the need for education and stricter advertising guidelines to protect children in an increasingly digital landscape.

Uploaded by

morep8500
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Name: Prashant Gajanan More

Class: SYBAMMC
DIV: A
Roll No.: 2205008
Subject: Mass Media Research
College Name: Guru Nanak Khalsa College (Autonomous)
Contact no.: 7506162938
Email ID: [email protected]
Professor Name: Prof. Meera Suryanarayanan
Date: 05th December, 2023
Impact of Advertising on Children: Consumption &
Behaviour

It is an indisputable feature of the digital age that kids are exposed to a wide
variety of media outlets. Our younger generation is continuously consuming
media in many forms, from television to the internet. As a result, there is a ton
of advertisement content in this media consumption. Children's exposure to
advertisements has a significant and important effect that should be
understood, given their developing minds. This essay seeks to examine this
influence, focusing in particular on how it affects kid’ media use and behaviour.

The Impact of Advertisement on Children

Advertising leaves a deep and enduring impression on kids. Ads, which are
frequently created with the intention of persuasion, have the power to mold a
child's perception of social standards, sway their choices, and—most
importantly—have an impact on their purchasing patterns. Studies show that
children's inadequate critical thinking skills make them more vulnerable to
advertising. As a result, the effects of advertising on kids are more noticeable,
and they can change their behaviour patterns or lead to increased media use.
For example, children are frequently persuaded to ask their parents for the
advertised toys by toy advertising. Ads for sugary snacks or fast-food
restaurants may also influence children's meal preferences. Therefore, there is
no denying the connection between advertisements and kids' media
consumption habits. But more than simply their consuming patterns are
affected. Children's aspirations, values, and self-image are shaped by
advertising, which fundamentally changes how they perceive the world.

The Negative Impact of Advertising on Children

While advertising has its advantages, there are undeniable disadvantages to it,
especially when it is aimed at children. Advertisements are made to make
products and services seem irresistible. Based on children's impressionable
minds and limited ability to distinguish fact from fiction, they often mistake
these advertisements for what they are. As a result, the negative impact of
advertising on children is significant.
Consider, for example, the aggressive marketing strategies used by the junk
food industry. Colourful and funny advertisements often romanticize the
consumption of unhealthy food, which leads to unhealthy eating habits in
children. This is a worrying consequence of the negative impact of advertising
on children. Also, advertisements that promote a materialistic worldview can
lead to dissatisfaction and a constant desire for goods and services.
Advertisements also tend to present stereotypical images, such as gender
stereotypes, which can lead children to adopt these harmful norms. Thus,
while advertisements can promote consumer behaviour, they can also
stimulate negative behaviour.

Mitigating the Negative Impact of Advertising on Children

Although the negative impact of advertising on children is significant, steps can


be taken to protect their interests. Parents, educators and regulatory agencies
have an important role to play in mitigating the negative effects of advertising.
Media literacy training is essential for parents and teachers. By teaching
children, the purpose of advertising, we can empower them to critically
evaluate the messages they receive. For example, explaining the commercial
motives behind advertisements can help children understand that what they
see is often an exaggerated image to promote sales.
In addition, parents can limit screen time and encourage children to engage in
physical activity, reading and other non-media hobbies. This can reduce their
exposure to advertising and promote a healthier and more balanced lifestyle.

The Role of Regulations

The rules also play an important role in mitigating the negative impact of
advertising on children. Many countries have guidelines that limit the nature
and amount of advertising directed at children. For example, in Sweden,
television advertising aimed at children under the age of 12 is prohibited. But
with the digital age, such regulations must be extended to online platforms as
well.
The ever-increasing presence of advertising in social media, video games and
streaming services is an urgent problem that requires legislative attention. By
ensuring that such platforms have strict policies on age-appropriate content
and advertising, the negative impact on the younger generation can be greatly
reduced.

Future Implications

As technology continues to advance and children's media consumption habits


evolve, the relationship between advertising and children is likely to become
even more complex. It is very important that all concerned continue to monitor
this situation and take the necessary steps to protect the interests of children.

The Impact of Advertising on Children’s Behaviour

In addition to purchasing habits, advertisements strongly influence children's


behaviour. Repeated exposure to certain types of advertising can change
children's attitudes, perceptions and actions. The influence of advertising on
children's behaviour is multifaceted and extends to different areas of their
lives. For example, research shows a correlation between exposure to violent
video game ads and aggressive behaviour in children.
Another effect of advertising on children's behaviour is how they see
themselves and others. For example, beauty and fashion advertisements often
promote unrealistic beauty standards that cause body image problems in the
younger generation.

The Impact of Advertisement on the Younger


Generation
Advertising has also been heavily influenced by the younger generation, including teenagers.
Towards independence, they become more active consumers, and advertisements can
significantly influence their choices.
The influence of advertising on the young generation can be seen in various fields. One of
the most visible effects is on their lifestyle choices. Brands strategically use popular
celebrities and influencers to promote their products, capitalizing on the younger
generation's desire to emulate their idols. This has led to an increase in demand for certain
products, be it fashion, technology or beauty products.
The use of social media for advertising enhanced the effect. The younger generation spends
much of their time online, making them vulnerable to targeted advertising. These ads are
often aimed at encouraging impulse buying, which leads to financial irresponsibility among
teenagers.

Conclusion

In short, it can be stated that the influence of advertising on children and the
young generation is multifaceted and everywhere. While advertising can drive
consumer behaviour and help businesses succeed, the negative impact of
advertising on children cannot be ignored. Educating children about the
purpose and tactics of advertising is crucial to becoming informed consumers.
Also, the rules on advertising aimed at children need to be strengthened, so
that advertisers take responsibility for the content they produce.
Advertisements should not only be a profitable tool, but should also adhere to
ethical standards and ensure the well-being of the minds that influence them.

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