This website uses cookies to ensure you have the best experience. Learn more

Children As Consumers:Discuss The Effects Of Television And Food Advertising On Children

1103 words - 5 pages


In today's ever increasingly changing world, kids have also been victims to this change. Today’s kids are more self-reliant than ever before, with more disposable money in their pockets, which help satisfy their infinite needs. With even more exposure to the world, through increasing technological developments, they now have enough knowledge about the products and brands that are out there. No wonder they are now being considered as consumers, at least in a marketer’s standpoint, they have needs and enough money to satisfy them; also they are enough of them to market too, which itself makes it a profitable segment, hence an interesting target, for companies and marketers. In this paper we look further into why children are targeted by marketers, how are children being affected through advertising. Whether this is ethical and as to why is this issue a heating debate globally.

Marketers have exhibited keen interest in marketing to children over some decades as children not only are a primary market, but they also have a great influence on their family spending and most importantly are life long customers (Hastings et al, 2008). Children’s own spending power has drastically increased over the years. A child in 1987 on an average received 1.18 pound a week, and this contrasts with 6.84 pounds in 2009 (Prabhakar, 2009), but this is apart from the money earned from their part-time jobs. Children in US spend about $24 to $40 billion every year (McNeal, 2007). In the UK children account for about 4.9 billion pounds to the British economy (Prabhakar, 2009) each year. McNeal and Zhang (2000) estimated that only one fourth of children living in cities, in china, alone spend over $6billion of their own money. However, this is just the money spend directly by them, children also have a huge influence on their family spending, from buying pattern of their families to vacations they take. US children influenced about $260 to $700 billion (McNeal, 2007) on family spending every year. Children in UK influence 30 billion pounds each year (Fielder et al, 2007). Parker (2001) pointed out that UK parents spend, on average 7 pounds more when supermarket shopping with children than without them (Shodhganga, 2013). Apart from being a primary market and great influencers, children most importantly are seen as life long customer by marketers. Childhood is just the beginning of one's life, and marketers recognize that and from a very small age try to attract children through advertising and want them to become a part of their brand. Hence persuading them to continuing buying the same brand, as they grow older, viewing long-term profits and a loyal customer for the company rather than just for a period of time. Research shows that when companies are promoting brand-oriented messages to children, kids make very long-lasting and deeply held emotional connections to the brand,” says Andrew Cheyne (Sifferlin, 2013). From these figures we can understand why...

Find Another Essay On Children as consumers:Discuss the effects of television and food advertising on children

The Exploitation Of Children In Television Advertising

4405 words - 18 pages with the observations of other regarded professionals, observe the exploitation of the children's market. According to Cynthia Schiebe, assistant professor of psychology at Ithaca College and director of The Center for Research on the Effects of Television, has the following to say in relation to children as an unfair market "The point is not that advertising is wrong, but it often plays unfair...Children can't distinguish the

Effects Of Violence On Television On Children

420 words - 2 pages Young children and adolescents are very susceptible to the effects of television programming. In the present generation of children, the prominence of television in everyday life is increasing constantly. There have been many studies on the effects of television on the growth of children. The average child or adolescent watches three hours of television a day. At this rate, by the age of seventy, an average person watches seven to ten years


1488 words - 6 pages to television viewing and its effects on children. According to the Britannica Encyclopedia Company Merriam- Webster, television is clearly defined as: An electronic system of transmitting transient images of fixed or moving objects together with sound over a wire or through space by apparatus that converts light and sound into electrical waves and reconverts them into visible light rays and audible sound. A television is a device that

Television Violence and Its Effects on Children

1924 words - 8 pages Television Violence and Its Effects on Children Television violence affects all who view it, but its biggest effect is on children. Children’s minds are like a blank page. Television is writing violence on that page. Television violence is one of the causes of aggression and violent behavior in children. This problem is not new, but in recent years it has gotten worse. In the last few years, violence in television programs has increased

Television Violence and its Effects on Children

1144 words - 5 pages not and willnot reduce the amount of violence in their TV shows. Violence sells, and as long as it continues to do so, violence will always be a major part of television programs (Ledingham, 1993).There are many people who believe that violent acts on television have no effect on children. Many parents often use their own kids as evidence, saying that their child has watched many violent programs with no ill effects. While this may be true, it does

Television Violence's Effects on Children

1018 words - 4 pages Television Violence's Effects on Children Most people read statistics like “Before the average American child leaves elementary school, he or she will have witnessed more than 8,000 murders on television” ( “Does T.V. Kill?” ), and worry about the negative effect viewing violence on television will have on their children. Research into the effects of childhood exposure to violent television programming shows that there is cause for

The Effects of Television on Young Children Ages 2-6

1942 words - 8 pages differences between the children and their television habits, for some would watch a little and then want to run freely, whereas others would rather be sat in front of the television and not budge until a commercial. There is much to see on the effects television can bring on a child from aggressive behavior to gender role stereotyping, to even obesity. From What I have read in the many articles there is a great amount of people that argue that there

On Food Advertising Directed Towards Children

2201 words - 9 pages ., Forsyth, A., MacKintosh, A.M., Rayner, M., Godfrey, G., Carahar, M. & Angus, K. (2003) Review of Research on the Effects of Food Promotion to Children - Final Report and Appendices. Prepared for the Food Standards Agency., C. "Self-regulation of food advertising: what it can, could and cannot do to discourage unhealthy eating habits among children." Nutrition Bulletin 30.4 (2005): 374

The Effect of Television Violence on Children

1940 words - 8 pages and the implications of what they are seeing as well as monitoring the amount of time that they are spending in front of the television set. Without proper control, the television can be a very powerful and very suggestive and dangerous mode of information. The violence that children are constantly subjected to on television can have very harmful effects if not monitored carefully. What kind of world would we live in we all solved our problems by pulling out a sword and fighting to the death, or kicking our opponents until eventually they disappeared into a cloud of dust?

The Negative Impact of Targeted Advertising on Adolescents and Children

2932 words - 12 pages children (Ogden et Al). There is a connection between food advertising, preferences and consumption. According to Kelly`s (2010) research, food advertisings almost all around the world consisted of from 53% to 87% noncore food advertising (high in undesirable nutrients or energy, as defined by dietary standards), which often led to children obesity. Another product having bad impact on children health is candy. No doubt, candies are the most liked

Violence on Television and Children,

1403 words - 6 pages people to see the movie, what good is advertising Terminator, James Bond, and Friday the 13th on Nick Jr and PBS. Some people are against regulating any kind of TV stating that it is censorship and that media violence is freedom of speech. As stated by a New York teacher, “Restricting violence in children's programming should not be considered censorship, any more than is protecting children from exposure to pornography (Carlsson-Paige & Levin

Similar Essays

The Effects Of Television Violence On Children

1479 words - 6 pages models from which he learns. If he canlearn at an early age that violence on television is bad, then he canturn the set off for himself when he is older. Education should startat home.Fixing the problems of children and television violence isn'teasy. There are many factors that have to be considered and people tobe convinced. This problem will, no doubt, never go away and continueto get worse as the years go by. However, there are measures that

The Effects Of Television Violence On Children

728 words - 3 pages earlier study done by the Surgeon General. As a result of these and other research findings, the American Psychological Association passed a resolution in February 1985 informing broadcasters and the public of the potential dangers that viewing violence on television can have for children. Psychological research has shown three major effects of seeing violence on television: ?children may become less sensitive to the pain and suffering of others

The Effects Of Television On Children

1126 words - 5 pages TV. They learn very quickly that the television is the best way to entertain them and soon develop a habit that will be virtually impossible to break.It is my belief that the booming numbers of new divorced families, not to mention two income families, is ultimately causing the overexposure and ill effects of television on children. Needless to say, when a parent allows his children to watch excessive amounts of TV, the result is a lack of

The Effects Of Advertising On Children

2540 words - 10 pages The documentary Consuming Kids: The Commercialization of Childhood by Adriana Barbaro and Jeremy Earp clearly shows how the ever-evolving industry of advertising has targeted children, and the detrimental effects advertising can have on them. As mentioned by Barbaro and Earp (2008) throughout the documentary, once the “floodgates opened”, multiple advertising companies began to do their best to bombard children with as many advertisements as