The government is launching an inquiry into the possible harmful effects of advertising on children.
The probe, part of a 10-year plan for children in England to be published next week, comes amid fears about the commercialisation of childhood.
It will look at evidence of links between adverts and dissatisfaction, anxiety, eating disorders and drinking.
Children see some 10,000 TV adverts a year and recognise 400 brands by age 10, Children's Secretary Ed Balls says.
'Sexualisation' of girls
He said many parents were concerned about youngsters being bombarded with adverts and media images that encouraged the "sexualisation" of girls.
Mr Balls said the inquiry would be carried out by leading child psychologists and academics.
They would look at the cumulative impact of advertising on different aspects of childhood and well-being, to see whether commercial pressure had a "negative impact".
"We need to look at the evidence around commercialisation before we jump to any conclusions," he said.
Mr Balls said a ministerial group would examine the links between advertising and binge-drinking among children, including the effects of a "spike" of alcohol adverts on television between 4pm and 6pm.
Mr Balls said he would not rule out introducing new regulations, but stopped short of suggesting a ban on alcohol advertising before the 9pm watershed.
10-year plan
A survey by education inspectors Ofsted last month found that one in five 10 to 15-year-olds regularly got drunk.
The BBC's James Westhead suggested that, rather than trying to ban adverts targeted at children, the government was more likely to try to foster a sense of responsibility among advertisers.
"Advertising during children's TV schedules is completely out of hand. " - Clive Hamilton
The details of the inquiry and the rest of the 10-year children's plan are due to be announced by Mr Balls on Tuesday.
It is set to look at all aspects of children's lives and could include changes in the design of schools, as well as attempts to get parents more directly involved in school activities and to improve the provision of safe play areas.
It is also expected to include a review of Sats tests and the primary school curriculum as well as an announcement of free nursery care for children as young as two from poorer families.
Monday 14 January 2008
Sunday 13 January 2008
An article from the times newspaper
The article is called: Celebrity adverts for fast food 'risk children's health'
January 27, 2003 article. By Rbin young and Sam Coates
The article is about celebrities promoting junk food to children. Watchdog are concerned that celebrities are promoting the wrong types of food and this is causing children to want the wrong types of food.
"with rising levels of obesity and diabetes in children, top footballers could be excellent role models for children, demonstrating the link between a good diet and health" said Annie seeley, the nutritionist for the Food Commission.
"But instead we see adverts showing players from Manchester United and Blackcurn Rovers drinking pepsi, the Premier League logo on walkers crisps, and the Football association encouraging children to eat chocolate and wear McDonald's football kit"
This article shows how advertising uses techniques to make children want to eat 'junk' food. This can lead to obesity and effect body image.
January 27, 2003 article. By Rbin young and Sam Coates
The article is about celebrities promoting junk food to children. Watchdog are concerned that celebrities are promoting the wrong types of food and this is causing children to want the wrong types of food.
"with rising levels of obesity and diabetes in children, top footballers could be excellent role models for children, demonstrating the link between a good diet and health" said Annie seeley, the nutritionist for the Food Commission.
"But instead we see adverts showing players from Manchester United and Blackcurn Rovers drinking pepsi, the Premier League logo on walkers crisps, and the Football association encouraging children to eat chocolate and wear McDonald's football kit"
This article shows how advertising uses techniques to make children want to eat 'junk' food. This can lead to obesity and effect body image.
Saturday 12 January 2008
Body image key to healthy habits BBC
Motivation
Both groups were then shown advertising posters on having a healthy breakfast - one urging children to slim down, the other providing educational information about the benefits of eating well.
Three-quarters of the children who had been asked to draw pictures of themselves said they felt encouraged to eat more healthily and do more exercise after seeing the adverts.
Getting young people to think about themselves frequently makes them much more receptive to campaigns giving information about how to eat more healthily
Ekant Veer
But of those who had not been asked to draw a picture, only 58% said the adverts had an effect.
Mr Veers, a marketing lecturer at the university, said the key message of the findings was that campaigns which portray a negative image of overweight people are not actually encouraging them to slim down.
Both groups were then shown advertising posters on having a healthy breakfast - one urging children to slim down, the other providing educational information about the benefits of eating well.
Three-quarters of the children who had been asked to draw pictures of themselves said they felt encouraged to eat more healthily and do more exercise after seeing the adverts.
Getting young people to think about themselves frequently makes them much more receptive to campaigns giving information about how to eat more healthily
Ekant Veer
But of those who had not been asked to draw a picture, only 58% said the adverts had an effect.
Mr Veers, a marketing lecturer at the university, said the key message of the findings was that campaigns which portray a negative image of overweight people are not actually encouraging them to slim down.
Junk food adverts
Advertisements for foods high in fat, sugar and salt have been banned by Ofcom during or around TV programmes made for children, or programmes that would particularly appeal to seven to nine year olds, since the start of this month.
Restrictions are due to be extended to children aged up to 15 next year, along with an outright ban on promoting junk food on dedicated children's channels.
'Greater influence'
CAP said there was no need for similar restrictions on ads in non-broadcast media.
A committee spokesman said: "All of the limited evidence that exists for the effect of advertising of food to children relates to TV and not to other media."
He added it was appropriate for broadcasters to face tougher rules because of the greater influence of TV.
Other groups that signed the letter to Ms Flint were the National Heart Forum, National Consumer Council, National Children's Bureau, National Federation of Women's Institutes, Diabetes UK, Sustain and Netmums.
Restrictions are due to be extended to children aged up to 15 next year, along with an outright ban on promoting junk food on dedicated children's channels.
'Greater influence'
CAP said there was no need for similar restrictions on ads in non-broadcast media.
A committee spokesman said: "All of the limited evidence that exists for the effect of advertising of food to children relates to TV and not to other media."
He added it was appropriate for broadcasters to face tougher rules because of the greater influence of TV.
Other groups that signed the letter to Ms Flint were the National Heart Forum, National Consumer Council, National Children's Bureau, National Federation of Women's Institutes, Diabetes UK, Sustain and Netmums.
Books on Body image
I read two books as part of my primary research: one called 'Body Image' By Sarah Rogan - Understanding body dissatisfaction men, women and children. This book helped me to learn more about what body image is according to the book Fisher 1990 said it is 'a persons perception, thoughts and feelings about his or her body'. This book contains research carried out in Britain and America therefore is more valid as it contains British perspective aswell as American. It contains various perspectives from psychology, sociology, women's studies and media studies. In section 5 of the book it says Media effects on body image, this helped me as it gave me information on the negative messeges that advertising conveys and also that advertising is very effective from a young age to even older ages. It says advertising creates body dissatisfactionfrom young children, from the age of 8 and upwards on their body image, this is more relevent in the western world, where body image is an important factor.
The second book I read was 'Advertising to children - Concepts and controversies' By M. Carole Macklin and Les Carlson. This book particularly helped me as it gave me a ideas about the ages that children believe adverts and the ages that advertising is more unrealistic to children. This helped me to carry out my primary research, as from the information provided on the ages of children, I tested children on ages that were relevant to my study. The research is carried out by the American academy of advertising. It said that advertisers are willing to spend large amounts on children, as they know the children's market is huge. According to Blatt, Spencer and Ward 1972, young children have little understanding of the persuasive intent of advertising, viewing it as informative, truthful and entertaining.
Studies were carried out to see if children are affected by advertising: Butter et al (1981) reported that 70% of his sample of 4 year olds and 90% of 5 year olds can tell the difference between a tv program and a commercial. He concludes that they are watching something different from a program but do not know that the intent of what they are watching is to invite them to purchase a product or a service.
Another study from this book was by Bever et al he said that after the age of 8, children no longer believe that commercials tell the truth. This is relevant to my topic as I wanted to carry out primary research on children who think advertising does affect them and I wanted to find out how this affects their body image.
The second book I read was 'Advertising to children - Concepts and controversies' By M. Carole Macklin and Les Carlson. This book particularly helped me as it gave me a ideas about the ages that children believe adverts and the ages that advertising is more unrealistic to children. This helped me to carry out my primary research, as from the information provided on the ages of children, I tested children on ages that were relevant to my study. The research is carried out by the American academy of advertising. It said that advertisers are willing to spend large amounts on children, as they know the children's market is huge. According to Blatt, Spencer and Ward 1972, young children have little understanding of the persuasive intent of advertising, viewing it as informative, truthful and entertaining.
Studies were carried out to see if children are affected by advertising: Butter et al (1981) reported that 70% of his sample of 4 year olds and 90% of 5 year olds can tell the difference between a tv program and a commercial. He concludes that they are watching something different from a program but do not know that the intent of what they are watching is to invite them to purchase a product or a service.
Another study from this book was by Bever et al he said that after the age of 8, children no longer believe that commercials tell the truth. This is relevant to my topic as I wanted to carry out primary research on children who think advertising does affect them and I wanted to find out how this affects their body image.
Monday 7 January 2008
Advertising effects to children in other countries
Research on Television viewing of children in India
The west has a strong body of research on television viewing and also on how advertising on television affects children…but in India we have few reliable surveys on the subject.
One such rare survey on television viewing in India was carried out by the Mumbai Grahak Panchayat and funded by Consumers International Federation, a consumer body with affiliations with over 250 consumer organisations from all over the world. The survey was carried out in Mumbai and 1000 children in the 5-15 age group were sampled along with 300 parents. Four out of five families interviewed had a cable connection.
Children were easily influenced
The findings would make any food advertiser jubilant because it was found that testimonials by stars, and tacit promises of academic success on consumption of the advertised food went down well with kids. The survey revealed that that 33.3 per cent of the children felt that they would become successful or would score better marks by consuming the advertised foods, while 23.3 per cent of the parents believed the same.
The west has a strong body of research on television viewing and also on how advertising on television affects children…but in India we have few reliable surveys on the subject.
One such rare survey on television viewing in India was carried out by the Mumbai Grahak Panchayat and funded by Consumers International Federation, a consumer body with affiliations with over 250 consumer organisations from all over the world. The survey was carried out in Mumbai and 1000 children in the 5-15 age group were sampled along with 300 parents. Four out of five families interviewed had a cable connection.
Children were easily influenced
The findings would make any food advertiser jubilant because it was found that testimonials by stars, and tacit promises of academic success on consumption of the advertised food went down well with kids. The survey revealed that that 33.3 per cent of the children felt that they would become successful or would score better marks by consuming the advertised foods, while 23.3 per cent of the parents believed the same.
Definition of a child
Definitions vary the majority say that a child is aged to 12 years and turns into a teenager at 13 so is no longer considered a child. There are many definitions:
The legal definition of "child" varies from government to government, and has varied over time within the same government. It is interchangeable with minor.
The United Nations Convention on the Rights of the Child defines a child as "every human being below the age of 18 years unless under the law applicable to the child, majority is attained earlier".[3]
(http://en.wikipedia.org/wiki/Child#Legal_definition)
For the purposes of the NESCPC Child Protection Guidelines, a child is defined as a person under 16 years of age.
Note: For persons over the age of 16 years there is no requirement to follow the NESCPC guidelines. However, where protective action is thought to be appropriate e.g. vulnerable young person/adult, the agencies involved may find some of the practices and principles underpinning the guidelines provide a helpful framework for considering how best to protect that person.
(http://www.nescpc.org.uk/nescpc/definition.html)
A person 6 to 12 years of age. An individual 2 to 5 years old is child, preschool.
(http://cancerweb.ncl.ac.uk/cgi-bin/omd?child)
The legal definition of "child" varies from government to government, and has varied over time within the same government. It is interchangeable with minor.
The United Nations Convention on the Rights of the Child defines a child as "every human being below the age of 18 years unless under the law applicable to the child, majority is attained earlier".[3]
(http://en.wikipedia.org/wiki/Child#Legal_definition)
For the purposes of the NESCPC Child Protection Guidelines, a child is defined as a person under 16 years of age.
Note: For persons over the age of 16 years there is no requirement to follow the NESCPC guidelines. However, where protective action is thought to be appropriate e.g. vulnerable young person/adult, the agencies involved may find some of the practices and principles underpinning the guidelines provide a helpful framework for considering how best to protect that person.
(http://www.nescpc.org.uk/nescpc/definition.html)
A person 6 to 12 years of age. An individual 2 to 5 years old is child, preschool.
(http://cancerweb.ncl.ac.uk/cgi-bin/omd?child)
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