Advertising and Ethics: Targeting Children

Liam Cunningham

lc218118@ohio.edu 

 

We live in a world where we are constantly being exposed to advertising at the tip of our fingers. Wherever you live, you see advertising in several ways: radio, TV, newspaper, billboards and social media. It is unavoidable and omnipresent everywhere we look. 

At a young age we are altered by advertising, it is unlikely that young children will understand the intention but it is still present. According to the American Psychological Association, "mature comprehension of advertising occurs no earlier than age 7-8 years on average." But how do these major companies target children's minds? 

Picture source: The Better Mom 

One of the most popular influencers target schools. This is frightening because advertising messages have invaded where a child's mind is the most open. At all academic levels, students are exposed to a variety form of advertising.

Secondly, major companies target young children watching the television. The University of Michigan Medicine states that, "On average, children ages 2-5 spend 32 hours a week in front of a TV - watching television. Kids ages 6-11 spend about 28 hours a week in front of the TV." After reviewing this statement, it was identified that children watch more ads than adults. Children view more than 40,000 commercials each year. 

Thirdly, companies target grocery stores for advertising. Planograms are placed in grocery stores, which are a useful marketing technique to increase sales. For example, by placing the most eye-catching, bright box at eye level for children. This box is placed at about three feet high, to be reachable to young consumers.

Lastly, advertising on other screens seems to be targeted at children. Children now have access at their fingertips to mobile phones, tablets and computers. These devices are a hot spot for target marketing. Psychology Today, mentions that highly active social media platforms expose children to the latest advertisements available. 

What are ways to limit advertising to children? Limiting the exposure to screen-based advertising. Choosing educational public television is beneficial to a young child. Lastly, educating a child about basic advertising strategies. This allows a child to understand the point behind advertising. 

In conclusion, the environment of advertising is rapidly expanding. Children are being exposed to advertising in ways that we have never seen before. Without understanding the effects ads have on the young mind, allows the risk of harmful influences to develop .