The negative impact of advertising on the child
Today, people are subject to a huge selection of goods, and therefore their manufacturers are trying to offer products that stand out from the rest. Companies spend a lot of money on advertising, and it’s hard to miss.
Advertising can carry useful information and help the buyer with a choice. But at the same time, she is able to exert a strong influence on children, their preferences and even character.
How advertising affects a child
Advertising can have both positive and negative effects on children. It depends on the content, quality of advertising and how it is presented in a particular product.
1. Positive impact
advertising can serve as a source of useful information. It may be about innovation and advanced technology. Looking through such advertising, the child learns new things. In addition, thanks to advertising, the child gets acquainted with what new products appear on the market;
advertising of natural products can promote the development of healthy eating habits in a child;
hygiene product advertising can also form a number of good habits in a child;
advertising can be motivational in content, encouraging the child to achieve life goals or think about choosing a profession. Thanks to such advertising, a child can from an early age think about what he wants to achieve in life;
an advertisement in which children help parents at home, take care of nature, etc., can motivate the child to do the same;
advertising of a certain content can contribute to the social development of the child – the formation of his empathy, sense of public duty, etc .;
social advertising is able to draw the attention of the child to important social problems and contribute to the fact that he will take part in solving them;
An advertisement may contain warnings (for example, about the dangers of alcohol, smoking, etc.). This helps children recognize the dangers of certain phenomena and avoid them in the future.
2. Negative effect
Although advertising has a number of advantages for children, its negative impact is much stronger. Consider exactly what dangers advertising can expose to children:
advertising uses various strategies aimed at persuading to buy a product. A child exposed to this influence may begin to require parents to buy him the goods that he saw in the advertisement;
the child may misinterpret advertising messages, perceiving their negative aspects, and not positive ones;
Advertising often uses manipulations that can be dangerous for the child. Although such manipulations may be prohibited by law, often these prohibitions are ignored;
companies use vibrant advertising designed to increase sales of goods. Under the influence of such advertising, children develop a tendency to impulsive purchases;
in advertising, products and images of people are often presented improbably or exaggeratedly. Often children perceive such images as real;
advertising instills in children materialistic views of the world. Perceiving advertising, children conclude that for a comfortable and happy life you need to have expensive things;
watching advertising, children can develop the desire to have things only famous and expensive brands. At the same time, they will negatively relate to inexpensive, but high-quality things;
advertising can develop unhealthy eating habits in a child. For example, food advertisements typically display large portions of food. Fast food and other unhealthy foods are also advertised too often. Frequent use of such products is a way to obesity;
parents often choose toys, clothes and other items for the child under the influence of advertising;
children’s self-esteem sometimes decreases due to the fact that they cannot have the things that they see in advertising, especially if their classmates or friends have these things;
Advertising often shows a vibrant glamorous life. By viewing such advertisements, children may lose touch with reality;
advertising is often based on comparison. At the same time, people who do not use the advertised goods are ridiculed. This can lead to the fact that the child will compare himself with others and feel inferior;
Sometimes advertisements show examples of bad behavior – for example, lying, cheating, etc. The child may conclude that such behavior is acceptable.
How to protect your child: tips for parents
If a few years ago, advertising for children’s products was aimed primarily at parents, today it is aimed at children. Therefore, parents should teach children to be critical of advertising, explaining that not only the material side is important in life.
To reduce the negative effects of advertising, follow these guidelines.
1. Reduce the time your child spends on the computer and TV screen. And even after that, watch what kind of content your child is viewing on the Internet.
2. When a child asks you to buy him something, ask him why he wants this thing. This will give you the opportunity to explain to him how the ad works.