Child Psychology- Advertisement - The influence of television advertising on children (Intro) Flashcards
To learn key factors used in advertisement for children
What are the TV stats of children who watch TV?
- 2/3 of children under the age of 1 have watched TV
- 1/3 of children under the age of 1 watch TV everyday
- nearly 1/3 have a TV in their bedroom
How does Bandura and follow up resreach help explain the impact of advertisement on children?
Bandura’s research showed that children learn through observation and imitation. Follow up resreach shows that children are more likely to copy live models than what they see on TV - with the exception of interactive models on TV
How is operant conditioning used in advertisement?
“If you buy this you will get a reward”, for example if you buy Lynx you will get women and if you buy a certain brand of beer you will gain friends.
How is classical conditioning use in advertisement?
The coke advert allowed people to associate the drink with happiness
How is social learning theory used in advertisement?
“Copying role models”, for example peers talk about a certain product or you see a role model/celebrity using or wearing a certain product.
What advert did the ITC ban and why were they concerned about adverts like this?
A fizzy drink advert which involved a man in an orange suit slapping people around the face - this action was then copied in the playground. Children were reported to have perforated eardrums. It is a concern because children copied violent behaviours.
What were the statistics of children asking for toys they had see on adverts for Christmas?
67% of 7-8 year olds
49% of 9-10 year olds
40% of 11-12 year olds
asked for at least one advertised product
What key features of an add cause pester power?
They see children "get away with it" Its humourous Its easy to copy High production value Forbidden
Why are the Power Rangers influential?
They consist of mix genders and ethnicity which allows most children to identify with them and imitate fights
Why are children more influenced when alone?
They have less distractions and are fully impacted by the advert
What is active mediation?
It involves parents voicing their own opinions, for example “I think that’s a lot of money.”
What is concept-orientated communications?
It involves getting the child to challenge other people’s beliefs/ For example, “Don’t you think you’re too young to play with that?”
