Television advertising leads to unhealthy habits in children

WASHINGTON – research shows that children under the age of eight are ineffective to critically comprehend telecast advertise messages and are prone to accept advertiser messages as truthful, accurate and unbiased. This can lead to unhealthy eating habits as evidenced by nowadays ‘s young person fleshiness epidemic. For these reasons, a tax force of the American Psychological Association ( APA ) is recommending that advertise targeting children under the age of eight be restricted .
The Task Force, appointed by the APA in 2000, conducted an extensive review of the research literature in the area of advertising media, and its effects on children. It is estimated that advertisers spend more than $ 12 billon per year on advertise messages aimed at the youth commercialize. additionally, the median child watches more than 40,000 television receiver commercials per year .
The six-member team of psychologists with expertness in child development, cognitive psychology and social psychology found that children under the old age of eight lack the cognitive development to understand the persuasive purpose of television receiver advertise and are uniquely susceptible to advertise ‘s influence .
“ While older children and adults understand the implicit in bias of ad, younger children do not, and consequently tend to interpret commercial claims and appeals as accurate and truthful information, ” said psychologist Dale Kunkel, Ph.D., Professor of Communication at the University of California at Santa Barbara and elder writer of the task storm ‘s scientific report.

“ Because younger children do not understand persuasive intent in advertise, they are easy targets for commercial persuasion, ” said psychologist Brian Wilcox, Ph.D., Professor of Psychology and Director of the Center on Children, Families and the Law at the University of Nebraska and president of the tax impel. “ This is a critical concern because the most common products marketed to children are sugared cereals, candies, sweets, sodas and nosh foods. such advertising of insalubrious food products to young children contributes to poor nutritional habits that may last a life and be a variable in the current epidemic of fleshiness among kids. ”
The research on children ‘s commercial recall and merchandise preferences confirms that advertise does typically get young consumers to buy their products. From a series of studies examining intersection choices, say Drs. Kunkel and Wilcox, the findings show that children recall content from the ads to which they ‘ve been exposed and preference for a product has been shown to occur with vitamin a little as a single commercial photograph and strengthened with repeat exposures .
furthermore, studies reviewed in the undertaking pull report show that these product preferences can affect children ‘s product purchase requests, which can put pressure on parents ‘ buy decisions and instigate parent-child conflicts when parents deny their children ‘s requests, said Kunkel and Wilcox.

finally, in addition to the issues surrounding ad directed to young children, said Kunkel, there are concerns regarding certain commercial campaigns chiefly targeting adults that pose risks for child-viewers. “ For case, beer ads are normally shown during sports events and seen by millions of children, creating both stigmatize familiarity and more positivist attitudes toward drink in children vitamin a youthful as 9-10 years of senesce. Another sphere of sensible advertise message involves commercials for crimson media products such as gesticulate pictures and television games. such ads contribute to a violent media culture which increases the likelihood of youngsters ‘ aggressive demeanor and desensitizes children to real-world ferocity, ” said Dr. Kunkel .
According to the findings in the report, APA has developed the be recommendations :

  • Restrict advertising primarily directed to young children of eight years and under. Policymakers need to take steps to better protect young children from exposure to advertising because of the inherent unfairness of advertising to audiences who lack the capability to evaluate biased sources of information found in television commercials.
  • Ensure that disclosures and disclaimers in advertising directed to children are conveyed in language clearly comprehensible to the intended audience (e.g., use “You have to put it together” rather than “some assembly required”).
  • Investigate how young children comprehend and are influenced by advertising in new interactive media environments such as the internet.
  • Examine the influence of advertising directed to children in the school and classroom. Such advertising may exert more powerful influence because of greater attention to the message or because of an implicit endorsement effect associated with advertising viewed in the school setting.

APA Task Force on Advertising and Children: Dale Kunkel, Ph.D., University of California, Santa Barbara ; Brian Wilcox, Ph.D., University of Nebraska ; Edward Palmer, Ph.D., Davidson College ; Joanne Cantor, Ph.D., University of Wisconsin, Madison ; Peter Dowrick, Ph.D., University of Hawaii ; Susan Linn, Ed.D., Harvard University .
Reporters: Dale Kunkel, PhD can be reached by call at ( 202 ) 974-6372 or by Email and Brian Wilcox, PhD can be reached by call at ( 402 ) 472-3130 or by Email
The American Psychological Association ( APA ), in Washington, DC, is the largest scientific and professional organization representing psychology in the United States and is the global ‘s largest association of psychologists. APA ‘s membership includes more than 150,000 researchers, educators, clinicians, consultants and students. Through its divisions in 53 subfields of psychology and affiliations with 60 state, territorial and canadian peasant associations, APA works to advance psychology as a skill, as a profession and as a intend of promoting health, education and human benefit .

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Category : Healthy