By Barrie Gunter
Trouble is transforming into concerning the effectiveness of tv ads legislation within the mild of technological advancements within the media. the present quick progress of television systems in terrestrial, sattelite, and cable codecs will quickly flow into electronic transmission. those all provide possibilities for larger commercialization via advertisements 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 will be performed to little ones via advertisement messages. This booklet explores all of those concerns and appears to the longer term in contemplating how potent codes of perform and law will develop.
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Extra resources for Advertising to Children on TV: Context, Impact, and Regulation
In the recent past, the role of celebrities in advertising to children has often been conflated with the concept of host selling. Kunkel (1988a) showed that the practice of host selling, which involves the appearance of characters from adjacent programs in an advertisement, reduced children's ability to distinguish between advertising and program material, and it was found that older children responded more positively to products in host-selling advertisements. THE NATURE OF ADVERTISING TO CHILDREN 23 Regarding the appearance of celebrities who do not feature in surrounding programs, the evidence is mixed.
One of the 10 pictures showed a shopping trip. The children in her experiment saw a television advertisement for cereal and were then asked to point to a picture that showed what advertisements "want you to do after you watch them" (1987, p. 235). 40 CHAPTER 3 Macklin (1987) found that none of the three-year-olds in her study pointed to the shopping trip, and only 8% of four-year-olds and 20% of fiveyear-olds chose this picture. 's (1980) original study and lend support to Macklin's suggestion that the young children in Donohue et al.
Aitken, Leathar, and Squair (1986a, b) suggested that it is not until the age of 10 or 11 years that children have some understanding of the meaning of sponsorship. A more recent study confirmed that young children do not understand the concept of sponsorship or recognize its purpose. Oates et al. (2003) found that although children at the age of eight can recall many examples of programs and their sponsors, it is not until the age of about 10 years that the relationship between the two is identified in terms of promotional or financial meaning.
Advertising to Children on TV: Context, Impact, and Regulation by Barrie Gunter