Television has now been regarded as the most powerful mass media which indicated proved by the its various programs it has to catering for numerous audiences. And what would be more powerful to children than the 24-hour cycle play of advertisements aimed at them on TV?
To begin with, the bad effect of these advertisements for children outweighs the benefits. We always see a little girl with a crown smiling while using the products that the ad aims to sell, easily misleading children to believe that only by having these products can they be happy and beautiful like a princess, not to mention the deliberate contrasts in those ads which exagerrate the functions of the commodities.
Besides the exaggeration and misleading effect of many children advertisements, the different collections of gifts attached with these products also cause problems. Fast food chains like KFC and McDonald always attach toys with their meals aimed at children, and take attractive pictures to show them on TV. Once children see them, it's easy for them to beg their parents to buy those meals for them, and as the tempo of advertising new meals quickens, children naturally indulged in collecting these toys and showing off among peers, thus causing the even more serious problem of vanity. The same case can be seen in the pasters attached with Bibabo bubble gums--unhealthy food is usually eagerer to use gifts to attract children.
We can see from above that even though advertisements aimed at kids provided certain information for parents and children, the harm they brought shouldn't be neglected. Children are the future of the world while they are so vulnerable both physically and mentally, so control measures towards ads for children should be put out. Government should initiate laws and regulations to first assure that there are less exagerrations in these children-targeted advertisements, and then put frank words to tell children what would be the possible bad outcomes of having too much fried chickens and other unhealthy food. Education should also be carried out with supervision to tell children not to trust TV blindly but to have their own judgement.
雅思1-兒童廣告問題與防治
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