Johnson And Young Application

Question 1

Role models

Answer 1

Children are easily affected by role models as they don’t differentiate reality from imagination
Parents should be mindful about which ads they let their children watch

Question 2

Banning advertising to children

Answer 2

Children should not be seen as consumers
Research has linked the commercialisation of childhood with low self-esteem, unhappiness, bullying and premature sexualisation

Hard to ban every advert

Question 3

Taxes on advertising

Answer 3

Behaviourist approach - negative reinforcement to the damage they cause to society.

Punishment is the least effective method to reduce behaviour

Question 4

Educating children in the intent of adverts

Answer 4

Pine and Nash. Guidelines on how to educate children at 7-11 years:

1) can understand that advertisements are trying to sell themselves
2) can remember advertising messages
3) can understand advertising techniques
4) adverts may not be telling them any of the bad stuff