Review of Research Literature: Health Effects of Advertisements on Children

2150 Words 9 Pages
It is no secret that so many children in the United States watch too much television. Corporations are cashing in on this lucrative opportunity because television is the “primary medium used to advertise to children” (Desrochers & Holt, 2007, p. 198). Watching television means also watching advertisements and commercials. With children being such an easy group to make impressions on, it is no wonder that advertising geared towards children costs companies billions of dollars each year. Granted these advertisements are not limited to television, it still shows how lucrative advertising towards children can be. Children are such a captive audience that they will believe what they want to believe and whatever people they trust tell them …show more content…
If this proved to be true, children would be much less likely to request certain food products that are not good for their health. The study suggests that the effects of advertisements can be reduced if an adult who is also watching the advertisements properly mediates the children. It also investigates three effects of advertising including children’s liking, desires, and intended requests for products advertised. The conclusion was that the factual mediation by adults was not effective and only made the children like the products advertised less than they did before. Although the children could understand and learn from the factual comments, they could not apply their cognitive defenses and understand the commercial at the same time. According to Fosu, Warren, Wicks, and Wicks (2009), disclaimer plugs such as “part of this nutritious breakfast” could educate children about nutrition and decrease childhood obesity. Desrochers and Holt (2007) claimed that the authors of a study “concluded that television advertising specifically targeted to children is fundamentally unfair, because of young children’s limited comprehension of the nature and purpose of television advertising, and therefore warrants governmental action” (p. 184). Advertising to children can be unfair because advertisements can manipulate children. They are