Advertising is, as a rule, a call to buy something or use the offered service. Advertising is based on the knowledge of human psychology, bypassing logic, it comes into play with our emotions and the subconscious, to put in our heads the right reaction to a certain product, trademark, person. Especially successful in this television advertising.
The creators of the commercials promoting various products are doing everything possible to ensure that their “little cinema” touches the souls and the viewers’ wallets. They honestly earn their bread, while children sit in front of the screens like a sponge, absorbing bright images, sounding music, and catchy slogans.
A commercial is created so that the potential buyer can see and remember it. Modern commercials on television are almost short films or cartoons: they have a plot, a beautiful picture, pleasant music. But it is precisely the children who perceive the advertising information as something incredible, undeniable, and unquestionable.
Why it happens?
If we, adults, are able to draw the line between the real world and the virtual world of advertising, then children cannot do this. A small child understands everything that he sees and hears, literally.
The advertising characters for him are real characters, bright and attractive. And their way of life, tastes, preferences, manner of speaking become the standard, often quite doubtful.
An important place in the development of a child is occupied by aesthetic feelings: the sense of the beautiful and the ugly, the sense of harmony, the sense of rhythm, the sense of the comic. At an early age, the child learns to navigate in such concepts as truth and lie.
But advertising images can violate the child’s correct ideas about such concepts.
On the other hand, a full taboo on advertising is hardly feasible and, frankly, not very desirable. Everything is simple – the heroes of the television series (Smeshariki, Red Ap, etc.) or images of idols (famous football players, actors or musicians), whom they seek to emulate, and the products advertised by them form the basis of the children’s subculture, outside of which it is difficult for the child to build communication with peers.
For children and teenagers, advertising is information about what is currently relevant and fashionable.
Children are the ideal target audience for advertisers. They do not disappear all day at work, and if they are accustomed to watching TV, then, visiting the store with their parents, they will “extort” chupa-chups, chocolate bars, toys, yoghurts and gum, which advertisements have seen on TV.
And for children aged 6-12 years old, who often already have their own pocket money, advertising that offers something without effort is especially attractive (“send 10 product labels and get a baseball cap”). It is difficult to convince the younger generation that such lotteries do not guarantee the receipt of a prize and that the quality of such “gifts” very often leaves much to be desired.
Modern advertising is often created with the aim of influencing the child himself, who will definitely begin to ask what he saw on the TV when he visits the store. From the advertisement, children from their early years firmly assimilate that a person can become happy by buying a new cell phone, healthy – drinking a jar of yogurt or a glass of canned juice, strong – eating a Snickers bar or a pack of chips, beautiful – using wrinkle cream or a remedy for acne. Such commercials undermine a healthy lifestyle, distract the attention of children from the true values of life that their parents want to teach.
Why? Yes, because mainly semi-finished products are advertised with which to eat at the first feeling of hunger, and carbonated drinks, which quickly quench thirst and “give energy to the whole day.”
Unfortunately, very often advertising significantly affects the child’s psyche – it makes the child more aggressive and irritable. What are the reasons for this?
* First, many commercials are repeated too often, interrupting interesting films or cartoons (kids usually do not need a “commercial break” to run to the kitchen for tea and a sandwich).
* Secondly, such goods as mountain bikes, travels or cars are not yet available to the child, and he wants to have them now. Since desires and opportunities do not coincide, there is a feeling of frustration, and often anger at parents who cannot buy an expensive “toy” (“Mitin’s parents have a cool new VOLVO, but we still have some kind of stupid KIA”).
* Thirdly, the advertisement itself may be different aggressiveness (“You do not like cats? Yes, you just do not know how to cook them!”).
And yet, despite the large number of disadvantages, advertising has some advantages.
* First, it gives the child information about what is now fashionable and relevant (and this knowledge is important for the children’s subculture!). Children learn a lot of new things, begin to better navigate the vast world of goods, understand their functions, advantages and disadvantages.
* Secondly, advertising develops the memory of the child. In addition, children easily remember advertising slogans and quotes, thus expanding their vocabulary — albeit in a somewhat passive manner.
* Thirdly, advertising makes you dream and strive for the ideal. Often the hero of the commercial is a successful person, a positive hero, to whom – why hide? – even we, adults, really want to be like.
And in order to achieve this, it is necessary to strive for something, set goals and think about how they can be achieved.
And to protect the child from the excessive influence of advertising, you can:
- Dose his time at the TV. Let the TV not turn for it into the only way of spending time – together with your child you can come up with interesting activities both for him and for you;
- Explain to the child on the example of advertising characters, how to behave and how not to behave;
- Treat commercials with humor. You can find a convenient moment to joke on the actions or phrases of advertising characters. The most important thing is that a child should not perceive advertising heroes as real personalities!
- Demonstrate to the child that advertising needs to be selective. Think about how to explain and show your kid that the advertised product may not have the qualities that are praised in the video.
Remember that parents for kids are the best example to follow. Do not hesitate and do not be lazy with your children to play snowballs or catch up, ride a sled or roller skate, arrange joint campaigns in the woods or fishing.
Only you can show your child how interesting and diverse the world is “outside” of the TV!
Whether we like it or not, advertising has firmly entered our lives. Spectacular pictures, posters and videos activate children’s curiosity and awaken a passionate desire to get hold of – by all means. And you hear more often: “I want!” And “Buy!”.
What to do? And is it possible to resist this harmful process? Read more
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