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Advertising to Children
 

Advertising to Children

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    Advertising to Children Advertising to Children Presentation Transcript

    • Should the U.S. Government Regulate Advertising Targeted Towards Children?
      By: Melinda O’Cañas
    • Social Problems
      Child Obesity
      Materialistic Habits
      Violence/Harmful
    • Background and History
      Two government agencies that monitor the marketplace:
    • Side A(Proposed government regulation)
      General Parties:
      Some parents
      Some pediatricians & health care professionals
      Most child psychologists
      Consumer protection groups
      Specific Parties:
      • Advertising Educational Foundation (AEF)
      • American Academy of Pediatrics
      • Children’s Advertising Review Committee (CARU)
      • Emily Roberts (Treaty Oak Psychotherapy – Austin)
    • Side AIssues and Arguments
      “Childhood obesity is quickly becoming a global health concern as figures reach epidemic proportions” (*Source: Advertising to Children 2).
      “Children create and begin to model a lifestyle based on the advertisements they view” (*Source: Wright 51).
      “Advertisers expose too many negative and potentially harmful advertisements to children (*Source: Gunter, Oats, & Blades 81).
    • Side B(Opposed government regulation)
      General Parties:
      • Some advertising agencies
      • Some global economists
      • Some parents
      • Some television stations
      Specific Parties:
      • American Association of Advertising Agencies (AAAA)
      • Child’s Play Communications
      • Children’s Food & Beverage Advertising Initiative
      • Hilary Fox (LatinWorks Advertising Agency)
    • Side BIssues and Arguments
      “It is the parents or guardians responsibility to monitor what their children view” (*Source Toops 3).
      “Since we live in a capitalistic society, advertising is a business that sustains a way of life and economic success for the U.S.” (*Source: United States 4).
      People rely on it to work, businesses rely on it to sell their products, and consumers rely on it to choose products they identify with” (*Source: United States 9).
    • Analysis of Side A’s Arguments
      Values
      Health, family, self-esteem, fairness, & education
      Obligations
      Protecting their children, pushing for more gvnt. regulation
      Consequences
      Statistics will begin to show the decrease of child obesity, the fall of child/adolescent violence, and less materialistic habits
      Normative Principles:
      The Principle of Act (or direct) Utilitarianism &
      The Principle of Human Well-Being
    • Analysis of Side B’s Arguments
      Values
      National & global economy, the right to freedom of speech, currency, competition, fairness, and education
      Obligations
      To distribute their informative ad campaigns to children & parents to sell their goods and create awareness of their brand
      Consequences
      The national economy will suffer tremendously as advertising is a billion dollar industry
      Normative Principles:
      Milton Friedman’s Principle of Compensation &
      The Principle of Autonomy
    • Side A – Field Research
      Emily Roberts – Treaty Oak Psychotherapy
      Children, Adolescent, & Family Therapy
      Neurogistics Practitioner
      Educational Public Speaker
      Published Author
      “…Children are unable to identify how advertising influences their decision making, or how advertisements make them feel…”
    • Side B – Field Research
      Hilary Fox– LatinWorks Advertising Agency
      Head of Kimberly-Clark account
      Huggies, Pull-Ups, Kotex, Kleenex, & Cottonelle
      “…It is essentially the parents’ responsibility to monitor what their children watch or come in contact with; advertising does benefit children because it basically teaches them consumerism habits…”
    • Civic Engagement
      Bethany Prescott – Private Practice
      Parenting coach
      Workshop trainer
      School Consultant
      Volunteer by assist in prepping and getting ready for upcoming workshops, in both her services to schools and parents.
    • Final Solution
      Educating children about advertisements, what the effects are, and the different ways we can change how current messages are sent out.
      Both sides to merge together in effort to agree that organizations like CARU will serve as a review committee that will have experts from areas such as: education, communication, child development, child mental health, marketing and nutrition.
    • “That’s All Folks!”
      Questions?