This document discusses advertising to Chinese children. It provides background on China's large advertising market and how it has grown significantly in recent decades to focus on youth. The purpose of the study is to address issues around advertising to children. The document outlines China's one-child policy and how it has led to children being the main focus of spending by parents and grandparents. It also discusses gaps in children's ability to understand advertising and potential cultural impacts like inducing children to pressure parents to buy products. The legal framework for advertising to children in China and rules around controlling media ads are described.
3. Purpose of this study
China youthful advertising industry has change a lot
little more than a quarter century. The purpose of this
study is to address this issue
4. Introduction
China’s 60 billion advertising market is the third
largest market in the world.
This huge market focused on youth.
5. Background of study
In 1979
It was nothing but after that communist government lifted its ban on
advertisement .
The industry change a lot in last 30 years.
Revenue was only 1o million and workforce were less then 1000 people.
In 2007
Growth was 174.1 billion Yuan and workforce was 1.11 million
There were 274 million children under 14 year old and they were the 21
% of total population
The Chinese one child policy has produce so called “emperor factor”
Parents belong to hunger generation
Children are the main focus of their parents, grand parents
Money is not a problem for these children
Noble mission of parents to fulfill the want, needs
6. Gap of the study
The main problem is that children have lack of
experience, objectivity and they don’t know the
manipulative dimension of advertising
7. Legal frame work of advertisement
for children in china
Advertising industry adopting the following laws
1. The administration of advertising regulation
2. The administration of advertising regulations
implementing rules
8. Cultural impact of advertisement
on children
Harmful for mental and physical health
Induce children to put pressure on parents to buy
the product
Impact on education
Develop the sense of superiority and inferiority
Behave badly
Deceive children
Use the name of ideal personality
9. Special issue :internet publishing in
china
The administration of internet publishing tentative
impose a degree of self regulation in sector
10. Rules for controlling the media
adds
Approval requirement (article 6)
Control restriction (Article 18)
Self discipline
11. Design /methodology /approach
The Chinese one –child policy has produced the so
called “emperor factors,” Chinese children
approximately 68% of their parents spending ,perhaps
the highest rate of influence in the world
FINDING
The advertiser should be aware of these rules played
by the self regulation
12. Conclusion
Self regulation become more important in china and
they can regulate themselves and display sensitivity to
prevailing cultural and social realities
They cannot produce that add which are harm full for
children
13. Conclusion
Self regulation become more important in china and
they can regulate themselves and display sensitivity to
prevailing cultural and social realities
They cannot produce that add which are harm full for
children
thanks
