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Children and Advertising

 Advertising Standards Agency
Learning Outcomes

All (C) : I can research and plan
appropriately. My findings are well
presented and I can identify the
target audience

Most (B) : I can research
successfully. My findings are
presented effectively and I can
understand the needs of a target
audience

Some (A): I can research
independently. My findings are
presented imaginatively and I can
understand how ads are tailored
to audiences needs
What do they do?
Common issues surrounding children and advertising are:

• Making children desire things they cannot afford or would not be able to
  use

• Pester power: encouraging children to pester their parents for advertised
  products or services

• Showing children in unsafe or dangerous situations that other kids might
  emulate

• Making children feel inferior, especially if they don’t buy the products or
  services shown in the ads

• Showing children in a sexual way. I.e. wearing make-up and glamorous
  clothes

• Advertising soft drinks & high fat / sugar foods to children
Activity

• Find a range of ads featuring
  children: what do they have in
  common? How, in general, are
  children REPRESENTED in
  advertisements in the UK?

• Some charities have used the
  same sort of shock tactics that
  commercial advertisers use.

• For example, what do you
  think about this government
  campaign using babies and
  children to persuade people to
  give up smoking?
Activity

• In a campaign, the National Society for the Prevention of
  Cruelty to Children produced a series of posters that
  included the ones on the next slide. The strapline was “Real
  children don’t bounce back”. The campaign was designed
  to encourage people to report suspected child abuse.

• Look at the ads on the next slide and discuss the points
  below:
• Do you think the posters are effective?
• Are the NSPCC justified in campaigning against the effects
  of violence using such imagery?
• What is the evidence?
Learning Outcomes

All (C) : I can research and plan
appropriately. My findings are well
presented and I can identify the
target audience

Most (B) : I can research
successfully. My findings are
presented effectively and I can
understand the needs of a target
audience

Some (A): I can research
independently. My findings are
presented imaginatively and I can
understand how ads are tailored
to audiences needs
Reasons why children appreciate or reject adverts.
What do they reveal about their ability to read advertisements?
Appreciated features                    Rejected Features
•Humour                                 •“Idiotic” adverts
•Cartoons                               •Claims that appear too amazing to be
•Slogans or songs                       true (even if they are true)
•The presence of animals                •Exaggeration of the qualities of products
•Action or their favourite heroes       •Adverts that are too long or slow
•Reinforced myths                       •Unoriginal arguments
•The presence of older children or an   •Ads where the link between the images
older person                            and the product is not direct or seems
•A well known star or celebrity         confused
                                        •Abstract adverts
                                        •Frightening adverts
                                        •Serious statements that remind them of
                                        school
                                        •The use of reference
Analyse the way that it has been constructed to
         persuade its target audience
• What effect does the water have?
• What atmosphere does it create?
• How effective is the slogan: new
  thinking, new drinking ?
• What does it suggest?
• Can you think of any
  consequences of trying to drink
  underwater?
• How does the layout lead the eye
  of the consumer and link the
  product to the activity?
• What is the name of the product?
  Is it effective?
• Why might this advertisement be
  more problematic if displayed in a
  leisure centre?
Activity

Parents and people generally
agree that it is very important
for the intellectual
development of children to
read as much as possible.
Penguin Books have
harnessed this idea in the
advertisement on the
opposite page. However, the
advertisement itself was
judged to be ambiguous and
possibly harmful to
children. The complaints
against it were upheld.
Do you agree with this
adjudication?
Analysis and discussion




•   What is the effect of the black and white photography?
•   Where are the two young people? What kind of location?
•   Look specifically at the younger of the two boys. What is his ethnicity?
•   How is he behaving?
•   Look at the layout of the advertisement: the gun is absolutely in the middle
    of the frame. What is the effect of this?
•   What references are there to books in the advertisement?
•   The meaning of the advertisement relies exclusively on understanding the
    logo. How likely is it that children will recognize it and therefore understand
    the intended meaning?
TV Advertising
Find three thing that’s wrong with this
            TV advertising
•it was inappropriate to show
children being coerced into doing
something illegal

•parents and children might
emulate the activity

•the ad trivialised gun culture
The Kellogg's advertisement featured on the previous slide is attempting to
persuade children and young people to eat cereal for breakfast rather than
     snacking on less healthy food. How successful do you think it is?

                                       Analysis and discussion


                                       • What is the effect of the black
                                         and white photography?
                                       • What kind of location is this?
                                       • What is the effect of isolating
                                         him from anyone else?
                                       • How does the slogan work?
                                       • How effective is what the
                                         advertisement says about the
                                         problem?
                                       • Does it convince you, for
                                         example?
Learning Outcomes

All (C) : I can research and plan
appropriately. My findings are well
presented and I can identify the
target audience

Most (B) : I can research
successfully. My findings are
presented effectively and I can
understand the needs of a target
audience

Some (A): I can research
independently. My findings are
presented imaginatively and I can
understand how ads are tailored
to audiences needs
Children and Food advertising
     The ASA has had to look into the issue of how advertisers address
                children’s diets on a number of occasions.

Research and presentation activity

• Find at least 3 advertisements for food that feature young
  people. Analyse the target audience.
• How are they represented?
• Where is the location? What does it suggest?
• What is the appeal of the product to the target group?
• What techniques does the advertiser use e.g. photography,
  colour, slogan, celebrities, logo or brand name, layout?
• Do you think that the advertisement is responsible or
  misleading?
• You are to make a short presentation of your findings to the
  class.

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media studies gcse - Institutions children and advertising

  • 1. Children and Advertising Advertising Standards Agency
  • 2. Learning Outcomes All (C) : I can research and plan appropriately. My findings are well presented and I can identify the target audience Most (B) : I can research successfully. My findings are presented effectively and I can understand the needs of a target audience Some (A): I can research independently. My findings are presented imaginatively and I can understand how ads are tailored to audiences needs
  • 3. What do they do? Common issues surrounding children and advertising are: • Making children desire things they cannot afford or would not be able to use • Pester power: encouraging children to pester their parents for advertised products or services • Showing children in unsafe or dangerous situations that other kids might emulate • Making children feel inferior, especially if they don’t buy the products or services shown in the ads • Showing children in a sexual way. I.e. wearing make-up and glamorous clothes • Advertising soft drinks & high fat / sugar foods to children
  • 4. Activity • Find a range of ads featuring children: what do they have in common? How, in general, are children REPRESENTED in advertisements in the UK? • Some charities have used the same sort of shock tactics that commercial advertisers use. • For example, what do you think about this government campaign using babies and children to persuade people to give up smoking?
  • 5. Activity • In a campaign, the National Society for the Prevention of Cruelty to Children produced a series of posters that included the ones on the next slide. The strapline was “Real children don’t bounce back”. The campaign was designed to encourage people to report suspected child abuse. • Look at the ads on the next slide and discuss the points below: • Do you think the posters are effective? • Are the NSPCC justified in campaigning against the effects of violence using such imagery? • What is the evidence?
  • 6.
  • 7. Learning Outcomes All (C) : I can research and plan appropriately. My findings are well presented and I can identify the target audience Most (B) : I can research successfully. My findings are presented effectively and I can understand the needs of a target audience Some (A): I can research independently. My findings are presented imaginatively and I can understand how ads are tailored to audiences needs
  • 8. Reasons why children appreciate or reject adverts. What do they reveal about their ability to read advertisements? Appreciated features Rejected Features •Humour •“Idiotic” adverts •Cartoons •Claims that appear too amazing to be •Slogans or songs true (even if they are true) •The presence of animals •Exaggeration of the qualities of products •Action or their favourite heroes •Adverts that are too long or slow •Reinforced myths •Unoriginal arguments •The presence of older children or an •Ads where the link between the images older person and the product is not direct or seems •A well known star or celebrity confused •Abstract adverts •Frightening adverts •Serious statements that remind them of school •The use of reference
  • 9. Analyse the way that it has been constructed to persuade its target audience • What effect does the water have? • What atmosphere does it create? • How effective is the slogan: new thinking, new drinking ? • What does it suggest? • Can you think of any consequences of trying to drink underwater? • How does the layout lead the eye of the consumer and link the product to the activity? • What is the name of the product? Is it effective? • Why might this advertisement be more problematic if displayed in a leisure centre?
  • 10. Activity Parents and people generally agree that it is very important for the intellectual development of children to read as much as possible. Penguin Books have harnessed this idea in the advertisement on the opposite page. However, the advertisement itself was judged to be ambiguous and possibly harmful to children. The complaints against it were upheld. Do you agree with this adjudication?
  • 11. Analysis and discussion • What is the effect of the black and white photography? • Where are the two young people? What kind of location? • Look specifically at the younger of the two boys. What is his ethnicity? • How is he behaving? • Look at the layout of the advertisement: the gun is absolutely in the middle of the frame. What is the effect of this? • What references are there to books in the advertisement? • The meaning of the advertisement relies exclusively on understanding the logo. How likely is it that children will recognize it and therefore understand the intended meaning?
  • 13. Find three thing that’s wrong with this TV advertising
  • 14. •it was inappropriate to show children being coerced into doing something illegal •parents and children might emulate the activity •the ad trivialised gun culture
  • 15. The Kellogg's advertisement featured on the previous slide is attempting to persuade children and young people to eat cereal for breakfast rather than snacking on less healthy food. How successful do you think it is? Analysis and discussion • What is the effect of the black and white photography? • What kind of location is this? • What is the effect of isolating him from anyone else? • How does the slogan work? • How effective is what the advertisement says about the problem? • Does it convince you, for example?
  • 16. Learning Outcomes All (C) : I can research and plan appropriately. My findings are well presented and I can identify the target audience Most (B) : I can research successfully. My findings are presented effectively and I can understand the needs of a target audience Some (A): I can research independently. My findings are presented imaginatively and I can understand how ads are tailored to audiences needs
  • 17. Children and Food advertising The ASA has had to look into the issue of how advertisers address children’s diets on a number of occasions. Research and presentation activity • Find at least 3 advertisements for food that feature young people. Analyse the target audience. • How are they represented? • Where is the location? What does it suggest? • What is the appeal of the product to the target group? • What techniques does the advertiser use e.g. photography, colour, slogan, celebrities, logo or brand name, layout? • Do you think that the advertisement is responsible or misleading? • You are to make a short presentation of your findings to the class.

Notas del editor

  1. expLAIN THE MARKING PROCESSv