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Advertising and Children
Transcript of Advertising and Children
Annual number of alcohol ads seen by youth increased from 217 in 2001 to 366 in 2009, approx 1 alcohol ad per day
Leading drug problem among youth
4,600 deaths per year (under 21)
The greater the exposure to alcohol ads, the more likely to start drinking
Youth are more likely to see an alcohol ad than an ad warning against underage drinking
The earlier one starts drinking, the more likely one is to have health and social problems later Food in Advertising Basic Facts: the typical American child will see about 40,000 ads each year
advertising is everywhere - even in classrooms and at school
every week children spend more time in front of a screen than doing any other activity
it is easy for children to develop product preferences from ads
young children can't tell the difference between advertisements and TV shows
Children referred to as "consumer culture" - they have the power of purchase more than ever before
Music, repetition, slogans, visual effects and animation attract young viewers Gender Stereotypes Commercial advertising places children into traditional binary sex roles
Pink v. blue, Barbie v. Spiderman, beauty v. strength, domestic v. inside work, Venus v. Mars
Boys and girls are not very different until puberty, yet they are taught what their interests should be Laws & Regulations Marisa Licandro and Anna Carey Advertising & Children half of ads seen by children are for food
34% are for candy and snacks, 28% for cereal, 10% for fast food, 4% for dairy products, 1% for fruit juices, and 0% for fruits or vegetables Types of Advertisements Movie Tie-ins Celebrity Endorsements Product Placement in Movies Product Placement in Music Videos In-Game Advertising Food children who watch more TV generally eat more unhealthily, and are more likely to be obese reducing the number of fast food commercials could limit the amount of overweight children by 18% food brands also advertise using heavily branded online games advertisers would not target children if they didn't have an impact on sales children who see food ads while watching TV are more likely to eat snacks while watching Brand Recognition debate whether advertising restrictions infringe on First Amendment rights
Children's Television Act- as of 1990, programming for children on TV can only have 10.5 minutes per hour of ads on weekends, 12 on weekdays (regulated by the Federal Trade Commission)
FTC has an extensive, 10 year rule making process - difficult to exercise authority because of worries of repressing commercial free speech
various groups work to combat ads geared toward children - National Policy and Legal Analysis Network to Prevent Childhood Obesity (NPLAN), the Rudd Center, the Strategic Alliance, the Center for Science in the Public Interest (CSPI), and the American Psychological Association (APA)
Supreme Court (Central Hudson Gas case) established 4 part test to see when commercial speech restrictions inflict on free speech rights (not one case on the issue of food advertising toward children has been brought to the Supreme Court using this test case)
Ginsberg case established the government "has an independent interest in the well-being of its youth"