IMAGES OF CHILDREN FROM ADVERTISING: Public Policy Implications

According to literature, there are indications that advertising and commercialization do exert considerable influence to the children behaviors and attitudes which impact the desire of moving form one product to the other (Sheehan, 2013). In general, the evidence has a direct point toward the crucial concerns indicating that adverts that target children aged below 8 years tends to be intrinsically unjust since it take advantage of the young children incapacity of attributing persuasion intention of the advert (Gunter, Oates & Blades, 2004).

Due to the limitations, children aged below this age tend to understand the information delivered by television commercial uncritically. As well, they tend to accept most of the advert claims and appeals and consider them as truthful, unbiased and accurate. However, recently, the advertisers have viewed such children to be off limit of the adverts targets with industrial practice changes since new developments in media have facilitated age-niche programs and other connected advertising (Cortese, 2015).

Concern related with aspect of fairness set to target the children has not been a new development. According to research, it is indicated to have started back in 1960s. In 1970s, Federal Communication Commission made a proposal of banning adverts that targeted children. However, it agreed upon a modest policy which was limiting the amount of advert time in which the children program and would restrict the advert practices would make it challenging for the children to have attributions on persuasion intention (Calvert, 2008).

In addition, in the same period, Federal Trade Commission targeted to ban all television adverts to children considering the exact type of……..

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