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Effects of television advertising on children

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About the document

Lawrence W.
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documents in English
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term papers
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5 pages
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  1. Introduction.
  2. McAllister and Giglio's investigation into the business of advertising to children on television.
  3. The techniques used by broadcasters.
  4. Legislation against some advertising practices.
  5. Growing concern over the effect on children of advertisements for alcohol.
  6. Conclusion.
  7. Bibliography.

In their article, The Commodity Flow of U.S. Children's Television, authors Matthew P. McAllister and J. Matt Giglio argue that commodity flow is one of the most prominent aspects of television programming for children, and that this commodity flow and corporate brand imaging builds into the genre of children's programming a reasonably lucid selling culture. What comes from this flow of commodities is a blurring of the distinction between television content and promotional content, and shows how there exists a high level of commercialism targeted at this segment of the population. This essay will examine research concerned with advertising to children on television in an attempt to get a better understanding of how children respond to advertising, how the television industry and the companies behind them efficiently target children through the use of ?television flow? (McAllister et al, 2005: 27), and how this should be a matter of concern for all people, especially now in this new age of digitization, where the television content consumer have access to an unprecedented amount of channels, content, and of course, advertising.

[...] There is no doubt that those in charge of television advertising are well aware of the concept of flow, as manifested in audience viewing patterns and programming strategies, since the beginnings of commercial broadcasting. According to Raymond Williams, ?television is a technological and cultural experience that brings together discrete phenomena by framing them in a continuous stream of images and sound channeled through television.? (Williams, 1975: 86). This can be done through the se of ?cliff-hangers? or other methods, targeted at holding the attention of the viewer, so as to expose them to powerfully targeted, multi- pronged advertising. [...]


[...] This essay has examined the research concerned with advertising to children on television in an attempt to get a better understanding of how children respond to advertising, how the television industry and the companies behind them efficiently target children through the use of ?television flow? (McAllister et al, 2005: and how this should be a matter of concern for all people, especially now in this new age of digitalization, where the television content consumer have access to an unprecedented amount of channels, content, and of course, advertising. [...]


[...] While initially they are more critical of the lack of realism of the product in comparison to its image on television, gradually they learn to focus on the persuasive nature of advertising and the possible tactics of manipulation employed. (Valkenburg et al., 2002). Of the many products advertised on television, special concern has been directed to those deemed inherently harmful to children. Unhealthy food is one such domain, particularly those containing high levels of sugar (sweets, cereals, and soft drinks) and unhealthy fats. [...]

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