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Advertisement has become an inevitable part of our daily life now and has created a great deal of negative impact on the life of teenagers. Ads have expanded their roots due to numerous platforms available today because of internet and social media. As discussed by Moore, children spend almost about 4 hours\day watching television which consists of 2500 advertisements in a year (Moore,2004). This paper talks about the various adverse effects of advertisements in children's lives and the extent to which it has affected their lives.
According to Moore, children are specifically targeted during the making of an advertisement; estimate suggests that $ 15 billion has been spent in the United States for advertisements which directly targeted the children (Moore, 2004). Exposing the children in the world of advertisement is not right because they do not have the life experiences and abilities to resist persuasive claims made by the commercials. Calvert in his article, Children as consumers: Advertising and marketing, says that advertisements make children who are aged below eight extremely vulnerable (Calvert, 2008). They end up stepping in the web of commercials believing their claims and spend an enormous amount of money buying products which does not even serve its purpose. After buying products that hardly serve their purpose, they feel betrayed and cheated. Advertisement is done in such a manner that they appeal to the children and persuade them to buy products. Children are vulnerable and do not understand the value of money since most of them do not have to earn, so they can be easily persuaded to spend large amounts of money to buy products.
Obesity in teenagers and even young children is one of the biggest challenges that has been haunting the health of children for a very long time now. According to a study produced by Harris, 35% of American teenagers are obese ( Harris et al., 2009). One of the major reasons for teenage obesity is the increasing advertisements regarding food that contain sugar or fat in them. Online food delivery has also considerably affected the health of children. Advertisements for discounts on junk foods impress consumers and result in the massive consumption of foods. According to Schwartz, more than $ 1.79 billion is spent in the year 2009, in food marketing which directly targets the children (Schwartz, Kunkel and Delcutia, 2013). As discussed by Harris, other health issues such as type 2 diabetes which is majorly caused by poor diet and obesity are expected to rise by 36.5% in the U.S, 75.5% in China and 134% in India ( Harris et al., 2009).
According to Moore, children lack the necessary life experience and skills to understand and resist the persuasive claims of the advertisements so parents should counsel them and make them understand the concept of advertisement (Moore, 2004). Children should not have access to the credit or debit card with which they can purchase products online without anybody's permission. There should be proper communication between the children and parents so that they understand that it is all a scam. Proper counselling of parents is necessary for the children to understand the whole concept of advertisement and why it is necessary to resist them. It is also imperative for parents to limit or control the time their children spend on social media or television because most of the commercials appear on televisions and social media.
Parents counselling alone cannot solve this problem, and the involvement of government is necessary to solve this problem effectively. The government should limit the number of advertisements targeted directly to the children. Government should also add some age limit to some advertisements on social media platforms. According to Harris, Canadian province of Quebec, Sweden and Norway has banned the advertisement of any goods or products to children who are below 13 years. This will limit the number of advertisements that a child is exposed to.
It is safe to conclude from the above discussion that marketing schemes like advertisements or commercials have caused a lot of damage to the life of teenagers and children. Some steps on the part of parents and government are required to solve this emerging problem before it is too late. It is necessary that both the government and parents take their responsibilities because many young lives are at risk.
Calvert, S.L., 2008. Children as consumers: Advertising and marketing. The future of children, 18(1), pp.205-234.
Harris, J.L., Pomeranz, J.L., Lobstein, T. and Brownell, K.D., 2009. A crisis in the marketplace: how food marketing contributes to childhood obesity and what can be done. Annual review of public health, 30, pp.211-225.
Moore, E.S., 2004. Children and the changing world of advertising. Journal of business Ethics, 52(2), pp.161-167.
Schwartz, M.B., Kunkel, D. and DeLucia, S., 2013. Food marketing to youth: pervasive, powerful, and pernicious. Communication Research Trends, 32(2), p.4.
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