By Barrie Gunter

Trouble is starting to be in regards to the effectiveness of tv ads legislation within the gentle of technological advancements within the media. the present quick development of television structures in terrestrial, sattelite, and cable codecs will quickly circulate into electronic transmission. those all supply possibilities for higher commercialization via advertisements on media that experience now not formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that would be performed to kids via advertisement messages. This publication explores all of those matters and appears to the long run in contemplating how potent codes of perform and law will develop.

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Five- to eight-year-old children saw an advertisement for a chocolate drink and were then asked to choose one of three pictures to indicate what the advertisement wanted them to do. The three EARLY UNDERSTANDING OF TV ADVERTISEMENTS 41_ pictures were a mother and child buying the chocolate drink, the chocolate drink shown on a shelf in a shop, and children watching the chocolate drink advertisement on television. If children picked either of the first two pictures they were scored as correct. Sixty-nine percent of the children did choose one of those two pictures, and Bijmolt et al.

Parents are possibly more aware of the commercial nature of the programs. Such animations might be seen as deliberately deceiving children by disguising the advertising content under a cloak of neutral program material. Kunkel (2001, p. 376) noted that these "program-length commercials" allow advertisers to promote products directly THE NATURE OF ADVERTISING TO CHILDREN 29 within the body of the program, thus blurring the boundary between commercial and noncommercial content. SUMMARY There are many issues around children's advertising, ranging from the products advertised to more subtle means of reaching children.

Robertson and Rossiter (1974) illustrated these stages in a study of boys aged between six- and 11-years-old. By asking the children questions about the existence of commercials and their purpose, Robertson and Rossiter identified several antecedents of attributions of advertising intent. These included discrimination between programs and commercials, recognition of commercial source, and personal experience of a discrepancy between products as advertised and products in reality. They found awareness of assistive intent across all age groups but only half of the six- and seven-year-olds were able to attribute persuasive intent to advertisements.

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