BÀI ESSAY ĐẦU TIÊN...

.TOPIC: TELEVISION ADVERTISING AIMED AT CHILDREN IN AUSTRALIA SHOULD BE BANNED.



“Australia is fattest country in the world”( Stark, 2008) with 33 percent of children obese and 66 percent overweight (Lavelle, 2004). Obesity is only one in many drawbacks that television advertising affects future generations. Nowadays, children are becoming targets for advertisers wanting to exploit this potential market. People can not disclaim that television advertising aimed at children is disadvantageous to children’s health and development. On the other hand, there are also many opponents who support that television advertising for children should be maintained. They argue that babysitters are not responsibilities to television advertising and these children’s parents should guide and analyse information that children see on television (Kid& Advertising, 2009). Television advertising for children is very important because it helps people recognize harmful effects that they have on children. Therefore, this essay will argue that television advertising aimed at children should be banned because it affects children’s health, behavioural development and advertisers exploit abilities children’s distinguish and understand.










- Firstly, television advertising may affect children’s health problems. There are a lot of diseases that may originate from television advertisements such an increased risk of obesity. A survey conducted by Young Media (n.d) states that Australia has the highest rate of television food advertising per hour in the 13 developed countries and Brown (2008) states that in which 81 percent of the products are high in fat, sugar or salt and low in nutritional values. Moreover, the rate of childhood obesity in Australia is highest in the world and 2-3 times greater compared with ten years ago (Vic Health 2007). As a result, overweight and obesity are now considered a grave disease which is rising in occurrence. For example, in 1985 to 2004 the rate of overweight and obesity rose quickly from 10.8% to 26.1% with boys and 12 percent to 23.7 percent with girls (New South Wales, 2007). Additionally, television food advertising has also been shown to contribute to increases in childhood dental decay. Australia Dental Association INC (2007) suggests that as television food advertising becomes more common, childhood dental decay also increases because 48-49 percent of television food advertising high in fat or sugar with 36 percent for core foods such as dairy breads, pasta and so on (Australian Communications and Media Authority, 2007). As a result, since 1996, the proportion of 5 year olds with tooth decay has increased by 21.7 percent and the rate of children hospitalised for dental treatment has increased as well (ADA 2007).






- Secondly, television advertising can affect a child’s behavioural development. There is a connection between violence on television advertising and aggression in children. Developing children are easily influenced by what they see on television especially violence. YMA (2003) states that follow some theories under 8 year old children will attend to violent actions and imitate not thinking, but the older children are affected by reality violent actions and notice the success of using violence. Children who often watch violent television programs tend to copy violent characters and they do not understand or consider that these actions can hurt other people because they believe it is normal Healey (2004). For example, children will learn aggressive if they see television advertised violence is used by heroes to wining someone or violence is showed to funning for everyone and violence is never pain (YMA, nd). Furthermore, in some cases television advertising relies on a child’s pestering to overcome parental disapproval towards a product. As, the bigger active purchase is affected by children on typical children’s products such as juice, soft drinks, cereals (Martensen & Grønholdt, 2008). For example, one advertising company said that 20- 40 percent of purchases were made because children pestered their parents (Grose, 2009), because as Martino (Advertising Executive) argues that "We're relying on the kid to pester the mom to buy the product, rather than going straight to the mom". As a consequence, a great deal of money is spent on advertised food purchase compared with other products.


Thirdly, television advertising on children should be banned because advertisers exploit abilities children’s understanding about television advertising. Advertisers rely on ability that children can not distinguish between a commercial and another television program. As evidence, under 6 to 8 year old children do not have power to discriminate advertising and programs until they are 10 years old (Bjurström, 1994). Children will think that because programs teach them how to sing, play and study, commercials will teach what they should buy and eat. Consequently, “children accept advertising as is truthful and as fact value” Glicksman (2008). These are such outcomes that advertisers aim at children. Moreover, advertisers also exploit ability that children can not comprehend the purpose of television advertising is sell products. under 8 year old children think that television advertising contributes to help them choose products, they do not recognize commercials only with purpose that convincible they buy particular products (Calvert, 2008). In a research, the people find out that children with almost three quarters willing buy advertised products on television such as food or beverage if rewards or free gifts attached with those products such Ice Age 2 toys from Hungry Jack’s, King Kong toys from KFC, and Chicken Little toys from McDonalds. (Chapman, 2007).






On the opposite side, some believe that television advertising should not be banned because it helps to provide plentiful choices for children. With a large range of products available nowadays, children have a greater number of opportunities to choose products that suit their budget and demands. Children watch an average of 2 and a half hours to television daily but in this time there are 30 commercials per hour related to soft drinks, cereal and fast food (Healey, 2004). However, television advertising for children should be banned because children do not have the knowledge and judgment to choose the correct product. Children only choose subjectively and rely on colors or images which are advertised in lieu of looking after to product’s quality. Therefore advertisers commonly attract children’s attention through lively images and color. As YMA states specialists will research to create commercials for children and use tinkles and jocosities to attract children’s attention (2006). For example, in a McDonald’s commercial, they only show merry images and colors such as dancing, singing, and smiling instead of displaying nutritional components (Kunkel, et al, 2004). Moreover, advertised products choices of children can be originated from desire to have something like their friends. This means when children see their friend’s toys and food, add more those toys or food are also advertised on television lead to children will have more trend to pester their parents buy those things for them. “They are most likely to imitate those acts over which they feel some uncertainty regarding their ability to perform” (Britannica, 2009). For example, a survey in America investigated that with 54 percent out of 12 to 13 year old children said that they feel pressure when they see clothes and CDs from their friends and want to have them (New American Dreams, 2009).






In conclusion, ban children television advertising is necessary because it affects children’s health, behavioural development and ability to distinguish and understand. Furthermore, television advertising for children should be also banned because children do not have the knowledge and judgment to choose the correct product. Therefore, if television advertising aimed at children continues to be broadcasted, it means that future generations could be severely affected mentally and physically.