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By Barrie Gunter

Main issue is starting to be concerning the effectiveness of tv advertisements legislation within the gentle of technological advancements within the media. the present fast development of television structures in terrestrial, sattelite, and cable codecs will quickly stream into electronic transmission. those all supply possibilities for higher commercialization via ads on media that experience no longer formerly been exploited. In democratic societies, there's a rigidity among freedom of speech rights and the damage that would be performed to childrens via advertisement messages. This booklet explores all of those matters and appears to the longer term in contemplating how powerful codes of perform and rules will develop.

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Extra resources for Advertising to Children on TV: Context, Impact, and Regulation

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However the five-year-olds in Macklin's study only performed better than chance if all 10 pictures were equally likely to be chosen (in which case chance was 10%). But Macklin's study is open to the same criticism that was leveled at Donohue et al. (1980). Only three of the 10 pictures she used included the product, and if the five-year-olds simply chose a picture because it included the product they had just seen in the television advertisement, they had a 33% chance of picking the shopping picture by chance.

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.

In a content analysis of British children's television commercials, Young (1990) found that nearly a third featured metaphors. As an example of a metaphor, Pawlowski et al. " Metaphors are used to create strong visual images that can stimulate the imagination and therefore aid recall of the product. There is some debate as to whether children understand metaphors, but nevertheless, they are common in children's advertising. Metaphors are popular because they relate an unfamiliar product or attribute to something that is familiar and which constitutes shared knowledge between the advertiser and consumer.

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