Adverse Effects of Advertising on Children
Abstract
Commercials featuring celebrities are more likely to be remembered by viewers. When an endorsement deal is in place between a public figure and a company, any negative press about the celebrity might potentially affect sales of the endorsed goods for children. A child's choice for a brand and subsequent actions may be influenced by advertising. There is evidence that exposure to advertising aimed at children (particularly those younger than eight) may increase parent-child disputes when the children in the commercials are denied their perceived needs or wants. A child's susceptibility to health issues like diabetes and obesity may be influenced by exposure to advertisements for junk food. And sophisticated cigarette and alcohol marketing that sidestep local regulations may encourage minors to indulge in these vices. Public service announcements are one way that advertisements may help kids. Alcohol companies have prepared commercials that caution viewers about the perils of drinking and driving and promote the consumption of healthy foods like milk.
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