Essay about Negative Impact of Advertising to Children

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The Negative Impact of Advertising to Children
As citizens in the modern world, we are used to being bombarded with over 3,000 advertisements over the course of our day (American Academy of Pediatrics, 2006). Advertisements are so common that we often do not realize we are viewing them. Originally, an advertisement was a way to reach the world. In the early days of television, the programming had to be entertaining for many demographics, because there were only a few channels that targeted a mass audience. During this time, a focus was not placed on audience segmentation, because there were not enough media channels to segment an audience. Today, audiences are segmented through all forms of media. Through this increased segmentation,
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Through sponsorships, advertisers would buy an hour or half hour program and use that time to promote their product. A radio club was beneficial to both the advertisers and the radio networks because a child would listen to the radio program and buy a specific number of products to join the club (Children and Advertising, 2010). With the creation of television, advertisers built on the practice perfected by radio of weaving sponsorships into the programming. In 1955, Mattel was one of the first companies to advertise to children on television. Mattel bought a year worth of sponsorships on the Mickey Mouse Show. The sponsorships often included an advertorial and plugs from the programs characters. Today, advertising is everywhere and directed at nearly everyone (Table and Home, 2004). A 1999 study found that children, on average, spend three hours per day watching television and six hours and thirty-two minutes per day in front of a screen. As this study was presented over ten years ago and technology has rapidly advanced, these numbers have undoubtedly grown. At this rate, by the time a person reaches seventy years old, they will have spent 7 to 10 years just watching television (American Academy of Pediatrics, 2010). Advertisers reach children through all of the media they access and just about everywhere outside of that media as well.

A young child is not mentally equipped to understand point of view and persuasion like a
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