Advertising to Children


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Advertising to Children

  1. 1. Should the U.S. Government Regulate Advertising Targeted Towards Children?<br />By: Melinda O’Cañas<br />
  2. 2. Social Problems<br />Child Obesity<br />Materialistic Habits<br />Violence/Harmful<br />
  3. 3. Background and History<br />Two government agencies that monitor the marketplace:<br />
  4. 4. Side A(Proposed government regulation)<br />General Parties:<br />Some parents<br />Some pediatricians & health care professionals<br />Most child psychologists<br />Consumer protection groups<br />Specific Parties:<br /><ul><li>Advertising Educational Foundation (AEF)
  5. 5. American Academy of Pediatrics
  6. 6. Children’s Advertising Review Committee (CARU)
  7. 7. Emily Roberts (Treaty Oak Psychotherapy – Austin)</li></li></ul><li>Side AIssues and Arguments<br />“Childhood obesity is quickly becoming a global health concern as figures reach epidemic proportions” (*Source: Advertising to Children 2).<br />“Children create and begin to model a lifestyle based on the advertisements they view” (*Source: Wright 51).<br />“Advertisers expose too many negative and potentially harmful advertisements to children (*Source: Gunter, Oats, & Blades 81).<br />
  8. 8. Side B(Opposed government regulation)<br />General Parties:<br /><ul><li>Some advertising agencies
  9. 9. Some global economists
  10. 10. Some parents
  11. 11. Some television stations</li></ul>Specific Parties:<br /><ul><li>American Association of Advertising Agencies (AAAA)
  12. 12. Child’s Play Communications
  13. 13. Children’s Food & Beverage Advertising Initiative
  14. 14. Hilary Fox (LatinWorks Advertising Agency)</li></li></ul><li>Side BIssues and Arguments<br />“It is the parents or guardians responsibility to monitor what their children view” (*Source Toops 3).<br />“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).<br />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).<br />
  15. 15. Analysis of Side A’s Arguments<br />Values<br />Health, family, self-esteem, fairness, & education<br />Obligations<br />Protecting their children, pushing for more gvnt. regulation<br />Consequences<br />Statistics will begin to show the decrease of child obesity, the fall of child/adolescent violence, and less materialistic habits<br />Normative Principles: <br />The Principle of Act (or direct) Utilitarianism & <br />The Principle of Human Well-Being<br />
  16. 16. Analysis of Side B’s Arguments<br />Values<br />National & global economy, the right to freedom of speech, currency, competition, fairness, and education<br />Obligations<br />To distribute their informative ad campaigns to children & parents to sell their goods and create awareness of their brand<br />Consequences<br />The national economy will suffer tremendously as advertising is a billion dollar industry<br />Normative Principles: <br />Milton Friedman’s Principle of Compensation & <br />The Principle of Autonomy<br />
  17. 17. Side A – Field Research<br />Emily Roberts – Treaty Oak Psychotherapy <br />Children, Adolescent, & Family Therapy<br />Neurogistics Practitioner<br />Educational Public Speaker<br />Published Author<br />“…Children are unable to identify how advertising influences their decision making, or how advertisements make them feel…”<br />
  18. 18. Side B – Field Research<br />Hilary Fox– LatinWorks Advertising Agency<br />Head of Kimberly-Clark account<br />Huggies, Pull-Ups, Kotex, Kleenex, & Cottonelle <br />“…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…”<br />
  19. 19. Civic Engagement<br />Bethany Prescott – Private Practice<br />Parenting coach<br />Workshop trainer<br />School Consultant<br />Volunteer by assist in prepping and getting ready for upcoming workshops, in both her services to schools and parents.<br />
  20. 20. Final Solution<br />Educating children about advertisements, what the effects are, and the different ways we can change how current messages are sent out.<br />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.<br />
  21. 21. “That’s All Folks!”<br />Questions?<br />