Benefits to reduce the impact of advertising on children. The impact of advertising on teenagers. Showing children in dangerous situations

Even no doubt we can say that children are very affected the world. This is taken into account in advertising messages aimed at children. It cannot be said that this Code takes into account all aspects of the creation of advertising products aimed at children, because it is more difficult to take into account all the psychological traits of a child to the end than an adult. True, separate, they can be called the main ones in this Code, features are present in it. As proof that even a small video clip can cause a negative reaction in children, we can recall the case when in Japan a TV company released a short cartoon for children, which was filmed using a modern computer technology calculation of human movements. At first glance, this product did not pose any danger to watching it on television. It provided for all aspects related to the creation of an advertising message aimed at children, but it turned out that after watching such an active video, the children simply began to go crazy. Since it later turned out that the character that was invented evoked a very strong sense of presence (looked like a living one). This proves to us that even the use of the Code is not able to protect consumers from a negative reaction.

Advertisements that are sent for viewing by children must be carefully processed for psychological fusion into the child's still unformed mind. In the West, and in principle now in our country, on the product (toys, computer games, films) they began to put an age permit on the use of this product. True, in our country this is not observed as it should be, but nevertheless it is necessary for the correct use of goods and services aimed at children.

The code provides for the following features: identification, violence, human values, security, hard sell, truthfulness, price. Advertising messages should not exploit the gullibility of children, as well as their sense of devotion. Advertising messages aimed at children, as well as capable of influencing them, must not contain any statements or images that can lead to mental, moral or physical injury.

An advertising message should not destroy universal human values, including suggesting to a child that the possession of this product or its use can give physical, mental or social superiority over peers. The message should not encourage disregard for authority, power, parental opinions and other norms and rules in force in society.

The indication of the price of the goods should not lead the child to misunderstand the true value of the goods, for example: by using the word "only". No advertising message should give the impression that the product being advertised is easily accessible to any family of any wealth.

Advertisers are developing new ways to lure consumers into buying their products. A beautiful advertisement for a product attracts consumers, and they tend to buy it often, or at least try it at least once. If a company is to survive in this competitive world, it must project the image of its products in such a way as to maximize sales. The best way persuading a consumer to buy a particular brand of product from the many options available on the market is an attractive advertisement. Attractive advertising to acquaint children with latest products in the market and instill some good habits in them, such as those related to dental hygiene. But advertising can also Negative influence people, especially small children. In this article, we have presented some of the most notable effects of advertising on children, both positive and negative.

The positive impact of advertising on children

Advertising makes children aware of new products available in the market. Advertising helps increase their knowledge of the latest innovations in technology.
Persuasive advertising that centers attention around healthy foods nutrition, can help improve a child's diet if they are attractive enough.
Some commercials motivate children to pursue their future prospects, such as becoming a doctor, scientist, or engineer. They give children a passion to evaluate their future and make them aware of the importance of education.
Some advertisements instill good habits in children, for example, all toothpaste companies help to learn the importance of oral hygiene in children.

The negative impact of advertising on children

Advertising encourages children to convince their parents to buy the products shown in commercials, whether they are healthy or not. Toddlers, as a rule, after a beautiful advertisement light up with the desire to buy this product.
Children often tend to misinterpret the messages conveyed in advertisements. They lose sight positive side and focus more on the negatives.
A lot of advertisements now include dangerous stunts that are specially performed by stuntmen. Despite the fact that commercials warn of danger, children often try to repeat the tricks at home, sometimes with a fatal outcome.
Screaming advertising broadcast on television generates a shopping impulse in children.
Children, after watching commercials, often lose the opportunity to live without material joy. Gradually, they get used to the lifestyle that is reflected in TV and other media.
Children are usually more attracted to expensive branded products such as jeans and accessories. They ignore the inexpensive but useful ones that aren't featured in commercials.
Advertising has an indirect effect on children's behavior. They may develop temperamental tantrums when deprived of the latest toys and clothing shown in commercials.
Children's personal preferences in clothing, toys, food and drink are largely altered by advertising.
Junk food such as pizza, hamburgers and soft drinks are heavily promoted during children's programs. This develops cravings in children for fatty, sweet and fast food, thereby negatively affecting their health. Unhealthy eating habits lead to diseases such as obesity. It even influences how children think about the actual taste of food.
Commercials shown on TV are sometimes associated with the use of tobacco, alcohol, which negatively affects children. Such advertising gives the feeling that drinking beer makes you a cool person. The vulnerability of children to such advertising is a matter of serious concern.
Advertising can affect children's self-esteem as they feel inferior to others if they don't have the endless array of products shown on television.
Some commercials that show women as sex objects through catchy imagery have a bad effect on children.
Almost all advertisements do not convey the whole clear meaning of the message, or children cannot understand all the information. This may adversely affect children.
As more and more commercials become animated, it seems to children that there is no difference between real life and television commercials. As a result, children cannot understand the difference between the real world and fantasy. Thus, these commercials distort children's sense of reality.
Studies have shown that those children who frequently watch television commercials find it difficult to complete tasks that require much more attention, such as solving puzzles and reading.
The more time children spend watching television commercials, the less time they spend socializing, playing, reading and exercising, which are very important for general development children.

N. Avdeeva, N. Fominykh

N.N. Avdeeva, N.A. Fomins

Avdeeva Natalia Nikolaevna- Cand. psychol. Sciences, Scientific Secretary of the Institute of Man of the Russian Academy of Sciences.
Fominykh Natalya Alexandrovna- post-graduate student of the Moscow State Psycho-Pedagogical University.

Advertising today is not only a means of informing about a new brand, consumer properties of a product, etc., but also an integral element of mass culture. Since its inception, it has constantly worked out ways to influence the behavior of an individual and groups of people, and over a very long history it has qualitatively evolved, going from informing to exhortation and further to the development of a conditioned reflex, to subconscious suggestion and, finally, to the projection of a symbolic image.

Advertising is increasingly interfering in a person's life, controlling him at the conscious and unconscious levels. At the same time, it goes beyond commercial interests and imposes on consumers a system of certain standards, a starting point for life values, worldview ideas and ideas.

V.G. Zazykin identifies four components psychological impact advertising: 1) cognitive (obtaining new information through the processes of information processing: sensation, perception, attention, associative thinking, memory); 2) affective (the formation of an emotional attitude that induces desires, experiences); 3) regulatory (incitement to specific actions); 4) communicative (integration into the processes of information communication, vigorous activity, exchange of opinions, etc.).

There are several options for television advertising: commercials, placement of the logo, emblem, advertiser's slogan on the screen, running line, sponsoring popular programs, etc. According to experts, commercials have the most powerful psychological impact.

S.G. Kara-Murza notes the "lulling effect" of television advertising, which ensures the passivity of perception. From his point of view, the combination of text, images, music and home environment promotes relaxation, reduces mental activity and critical perception of information.

Some authors pay attention to the ethical side of advertising. In particular, E.Ya. Malyshev notes that advertising of expensive products, luxury items that are inaccessible to the majority of the population, leads to negative emotional reactions. Very often, in modern domestic advertising, things appear that, according to the laws of ethics, are not publicly discussed. Repeated repetition of such stories can also create an oppressed mental state of viewers. If we also take into account the general psychological background of domestic television broadcasting, which introduces an imbalance in the social and interpersonal relations of people, reduces a person's resistance to various diseases, then this also becomes a medical problem. In a word, it would not be an exaggeration to say that, by launching the subtle mechanisms of human emotions and motivation, advertising, in essence, forms a modern person.

The purpose of our experimental study, conducted in Moscow, was to study the perception of television advertising by children of different age groups, its influence on their behavior, as well as the peculiarities of perception and attitude of parents towards television advertising. The study involved 20 children of senior preschool age and 20 of their parents; 13 first grade students and 13 parents and the same number of second grade students and their parents; 16 students of middle school age (sixth grade) and 12 students of senior school age (tenth grade).

Table 1. The ratio of children of different age groups to television advertising (%)

Attitude	Age group
Attitude	5–6 years	7–8 years	8–9 years old	11–12 years old	16–17 years old
positive	55	38,4	38,4	18	0
Selectively Like	10	15,4	15,4	25	8
negative	35	46,2	46,2	57	92

As Table 1 shows, the critical attitude increases with age. In the group of preschoolers, more than half of the children have a positive attitude towards advertising, they like to watch it. In junior school age there are already fewer of them - about 38%, among children of 11-12 years old - only 18%, and older teenagers categorically do not like advertising. At the same time, selectively, 10%, 25% and 8% of the surveyed children like certain commercials, respectively. Negative attitudes towards TV advertising are steadily increasing with age.

And what are the ideas of children about the purpose of advertising?

Half of the smallest respondents simply refuse to give any definition of the phenomenon of advertising. But about 40% of children in the preparatory group, 69% in the first grade, 46% in the second grade are well aware of the real purpose of advertising - to inform potential buyers about various products. The following responses are quite common: "TV break"(about 15% of preschoolers), “fun, relaxation”(about 23% of second-graders). The majority (75%) of younger teenagers understand the informing function of advertising, and only 8% of children do not know what it is for. 18% of respondents answered: “to torment people”, “to take time”. It is noteworthy that 40% of older teenagers point to the aggressive manipulative function of advertising - “this is an impact on the human psyche, they fool their heads so that they buy their goods”, “this is an attempt to shove the buyer what he does not need”.

Answering the question: “Would you like there to be no commercials on TV?” 35% of preschoolers, 69% of first graders, 54% of second graders, 50% of younger teenagers and 40% of older teenagers answered in the affirmative, and, respectively, 55%, 15.5%, 38.5%, 50% and 60% of the respondents, although they consider advertising necessary, but we are sure that it must be limited in time and frequency of repetition of the same information.

Whether the child believes what is reported in the commercial can be judged from the data in Table 1. 2.

Table 2. Percentage of children in different age groups who trust advertising (%)

Trust in advertising	Age group
Trust in advertising	5–6 years	7–8 years	8–9 years old	11–12 years old	16–17 years old
Yes	55	23	30	0	0
Some trust	–	23	16	25	16
No	45	54	54	75	84

Most of all (55%) preschoolers believe in advertising. The attitude of younger schoolchildren is more conscious and critical, only 23–30% of children trust advertising, and more than half do not trust it at all. Younger and older teenagers generally do not trust advertising messages. The number of children who trust certain promotional products decreases with age.

When comparing the answers to the question about the trust in advertising of parents and children, the coincidence of their assessments was found: 60% - in the preparatory group; 69.2 - in the group of first-graders and 77% - in the second-graders. This undoubtedly indicates a significant influence of parents on the child's perception of television advertising. This conclusion is also confirmed by the data that children judge their parents' attitude to advertising quite accurately.

The topics of the most popular advertising among children are presented in Table. 3.

Advertising	Age group
Advertising	5–6 years	7–8 years	8–9 years old	11–12 years old	16–17 years old
food	30	31	31	16	8
drinks	30	-	8	16	8
cartoons	10	-	-	-	-
places for children*	10	8	-	-	-
films	5	-	8	-	-
cosmetics	5	8	8	-	-
with animals	5	-	23	8	-
household appliances	-	8	-	8	-
sports	-	-	23	-	8
toys	-	-	8	-	-
screensavers	-	-	15	-	-

*McDonald's, Disneyland, etc.

The most popular advertising is food, drinks, toys (they were named by about a third of children). Approximately a quarter of those surveyed liked sports ads and ads featuring animals. The next most popular are advertising screensavers, “places for children”, cartoon advertisements. A small number of children mentioned such areas as cosmetics, film advertising, household appliances.

There were no obvious differences between boys and girls, except for one thing: only boys named household appliances.

In addition to the most preferred, the children also named the least liked commercials that caused a negative attitude. For preschoolers, these are: Chupa Chups, children's Orbit, weight loss products, dandruff shampoo. The explanations were as follows: “stupid”, “uninteresting”, “not funny”, “adult”, “about dandruff - unpleasant”, “boring”.

Among junior schoolchildren, advertisements caused a negative attitude: Orbit, Aerovolny, Trick, Shock, Nesquik, Comet, as well as advertising of alcohol (beer). The following prevailed in explaining the reasons: “not true”, “show 100 times”, “sick, disgusting”, “uninteresting”.

Younger and older teenagers negatively evaluate advertising of hygiene products for women, as well as “beer with football players”, Brook Bond tea.

Comparison of the answers to the questions of parents and their children showed that parents of preschoolers are the least adequate judge of the attitude of children to advertising. The majority of parents (55%) gave estimates that did not match the answers of their children. Estimates of younger schoolchildren and their parents are more consistent, and parents' ideas about the preference of children are more adequate.

By the way, more than 50% of the parents who participated in the study have a negative attitude towards advertising; 15% like only individual commercials, only about 10% of parents expressed a positive attitude towards advertising.

Advertising does not have a systematic effect on the life of children - such a conclusion can be drawn based on the answers of parents to the corresponding question of the questionnaire. As a rule, children memorize individual expressions or unusual plots. It is noteworthy that the majority of schoolchildren and younger schoolchildren could not remember any television advertisement, individual phrases, songs of characters.

Do children ask to buy advertised products? Among preschoolers, the majority (80%) experience the motivating effect of advertising. At the same time, the answers of the fourth part of the parents do not coincide with the answers of the children. In other age groups, the figures are as follows: 46.2%, 60, 12, 10%. This is exactly the proportion of children who ask their parents to purchase advertised goods among first graders, second graders, younger and older teenagers. Judging by the answers of their parents, most children react calmly to their parents' refusal, that is, such situations are not traumatic for them. Perhaps this is due to the situational nature of children's desires or good understanding with parents.

The conducted research showed that TV advertising certainly affects children of various age groups, especially preschoolers and younger students. According to parents, most children recognize commercials by their visuals, sound accompaniment, reproduce individual statements, expressions, and melodies. However, children do not interrupt their activities because of advertising, do not prefer advertising to other programs.

Approximately half of the surveyed preschoolers and a third of primary school students trust the content of advertising, perhaps using it as a cultural standard of consumption. However, the older the children, the more meaningful and critical they are about television advertising, they evaluate the impact of advertising on the psyche, the human mind as a purposeful manipulation. Positive, in our opinion, is the fact that many teenagers disapprove of beer advertising, especially in combination with sports stories.

More than half of the parents and children surveyed positively evaluate only a few of the commercials and would like to see less advertising in order to improve its quality. At the same time, about half of older teenagers and their parents consider advertising to be a necessary component of television, as it informs about new goods and services. According to 50% of the parents surveyed, advertising has a negative effect on their children, and therefore it is necessary either to prohibit children from watching advertising, or to dose it. It is also important to form the right attitude towards it.

The results of the study showed that, in general, advertising still does not play a decisive role in shaping consumer preferences, and does not serve as a means of manipulating the minds of children. Many of them perceive television advertising quite critically and argue their perception of certain advertising products. Nevertheless, it seems necessary to introduce ethical and legal standards and restrictions for television advertising, to develop a humanitarian examination of the impact on human consciousness of this new social technology.

Better assimilate information that is remembered for a lifetime. Advertisers use it that create aimed at children- bright funny pictures, funny characters, cartoons - every child likes it. It's not for nothing that parents can't take their kids away from the TV screen when the ads are on.

But young children still cannot understand that advertising is not always reliable and truthful. Therefore, they require their parents to buy a widely advertised product. ? And is the impact of advertising always negative? The women's site is being sorted out.

The negative impact of advertising on children

What does a child see in each advertisement? What can be happy by buying a phone of the latest brand. Can be healthy drinking a jar of yogurt a day. Can be beautiful using a deodorant or acne remedy. To work people go to drink coffee and eat chocolate, at lunch- soup . On the street I wanted to eat - it’s enough to buy a chocolate bar, but it torments thirst- soda on hand. In the evenings people drink beer with crackers. And most importantly, if there is not enough money for all the joys of life, then they will definitely be given out on credit good aunt in the bank. It turns out that everything in life comes easily!

Many advertised products generally contraindicated for small children: chips, crackers, soda, chewing gum, etc., as they contain harmful substances and additives ( ). But since chewing crackers or chewing gum - it's cool", children beg to buy them from their parents, and sometimes parents are unable to refuse. If the parents resist, then they immediately become "bad" because in advertising buys the advertised chocolate for his child.

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Romashkina Ekaterina

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Municipal budgetary educational institution

secondary school "Evrika-Development"

Voroshilovsky district of Rostov-on-Don

(research work in psychology)

Romashkina Ekaterina Olegovna,

9th grade student

Supervisor

Maslova Elena Vasilievna

biology and chemistry teacher

Rostov-on-Don

year 2012

INTRODUCTION ………………………………………………………………………….......3

PURPOSE OF WORK …………………………………………………………………….3
OBJECTIVES OF THE WORK …………………………………………………………………3
WORKING METHODS ……………………………………………………………...3

ADVERTISING PSYCHOLOGY……………………………………………………………4

WHAT IS THE PSYCHOLOGY OF ADVERTISING?………………………………………4-5
HISTORY OF PSYCHOLOGY OF ADVERTISING………………………………………...6-8

IMPACT OF ADVERTISING ON CHILDREN……………………………………………………9-17
THE BASIC PRINCIPLES OF THE IMPACT OF ADVERTISING ON THE PSYCHOLOGY OF A TEENAGER….................................................. ................................................. ............ 18-21
STUDY OF THE IMPACT OF ADVERTISING ON TEENAGERS…………….. 22-26
CONCLUSION……...………………………………………………………………………….......27
REFERENCES……………………………………………………………….28

INTRODUCTION

Today it is impossible to imagine life without advertising. It surrounds us everywhere. We learn from it about new developments and products that appear from different companies. In this regard, advertising does not pose a particular danger, but when it becomes too much, it begins to harm a person.

Then advertising turns into a way of psychological influence on the consumer, who is imposed with one or another point of view about the product for a specific purpose: the acquisition of not always the right product. That is why the topic research work"The impact of advertising on adolescents" is becoming relevant.

Object of study: the psychology of advertising.

Subject of study: the impact of advertising on adolescents.

Target: find out if advertising affects teenagers and how they feel about advertising in general.

To achieve the goal, the following tasks :

1. explore theoretical basis psychology of advertising;

2. develop a questionnaire and conduct a survey among school students

3. analyze the received data and draw conclusions.

4. determine which TV channel is more dependent on advertising.

Research methods:

1. analysis of the literature on the problem under study;

2. questioning students;

3. analysis of the results of the survey.

The research work consists of an introduction, theoretical and practical parts, conclusion, list of references.

There are several definitions of the concept of "advertising psychology". To understand the principles of the influence of advertising on a teenager, it is necessary to clearly understand what the “psychology of advertising” is. One of the popular Internet resources gives the following definition:

Psychology of advertisingis a branch of psychology devoted to the study of the influence of various factors on the purchasing power of an individual, as well as the creation of methods and means that influence the consumer in order to create a strong motivation for him to purchase goods.

In simple terms, the psychology of advertising is aimed at creating the most productive promotional products that promote sales. And strange as it may seem, the psychology of advertising involves great amount a wide variety of factors. Or it would be more correct to say that the psychology of advertising is tightly connected with almost all subsections of psychology, borrowing their research and theoretical calculations. But her most serious and strongest connections are with the psychology of motivation.

Indeed, after all, every action of a person is guided by a motive. Understanding how a motive is formed, how it acts and affects human behavior, as well as ways to form the necessary motivation, is required by the psychology of advertising most of all. It is also important to understand the gender characteristics of both sexes. For example, when creating advertisements for women, it is necessary to take into account the fact that women prefer environments rich in small details, bright colors, movement and the presence of a large number of characters in the commercial. Whereas men tend to perceive information directly and require clarity, stinginess and accuracy in its presentation. Thus, when advertising goods for men and women, it is necessary to draw up an advertising offer in completely different ways.

The psychology of advertising also includes educational seminars and trainings aimed at shaping the correct behavior of sellers, mastering the basics of communication with any buyer. This is a whole industry, which includes both the psychology of relationships and the psychology of education, because it is not so easy to teach a person something.

S.Yu. Golovin, in The Dictionary of a Practical Psychologist, defines advertising psychology as a science that "deals with assessing the needs or expectations of consumers, creating demand for a marketable product - from toothpaste to a politician's program."

Thus, we can conclude that the psychology of advertising is a branch of psychology that studies the factors that influence the buyer's choice of goods, and creates various ways to influence the consumer's decision to buy a product.

As an independent branch of applied science, the psychology of advertising arose more than a hundred years ago. For example, Americans consider the functionalist psychologist Walter Dill Scott (\V.G. Scott) to be its founder. In 1903, he published a work entitled The Theory and Practice of Advertising, which dealt with its impact on consumers. In 1908, the same author published the book Psychology of Advertising, which examined the effect of the size of an advertisement in newspapers and magazines on attention and memory. It should be noted that some materials on the psychological aspects of advertising appeared even earlier. So, for example, A. Verigin's work entitled "Russian Advertising", published in 1898, is well known to specialists.

Quite concretely, the theoretical foundations of the psychology of advertising within the framework of the German tradition were identified in 1905 in an article by B. Vytis. In this publication, the author substantiated the possibility of the mental impact of advertising on the consumer, tried to explain “why advertising continues to have a decisive influence on the public, despite the fact that the same public theoretically perfectly understands the selfish interests and goals of advertising, and because of this, as well as due to her experience, she is distrustful and skeptical of all the promises and enticements of advertising.

In 1923, the German scientist T. Koenig, supporting the views of his contemporary Bauch, wrote that, from their point of view, “commercial advertising is a systematic impact on the human psyche in order to cause in it the most complete volitional readiness buy the announced items."

At the end of the 50s. XX century on the basis of the ideas of marketing, which was intensively developed in the United States and strongly recommended to produce "not what you know how, but what people need", a different idea of the tasks of advertising psychology is gradually being formed and consolidated. In this case, psychologists were instructed to study the psychological characteristics of consumers necessary to better meet their objective needs and requirements. The impact in this case was aimed not at suppressing the will of the buyer in order to “artificially create his need for the advertised product”, but at managing the decision to choose a product or service offered by the customer from among similar ones available on the market, at the processes of objectification of objective potential needs, their updating and strengthening by means of advertising.

Since the 30s. XX century, a powerful movement of consumers for their rights (consumerism) arises and develops. As a result of a surge in the social activity of consumers, laws have appeared that prohibit open manipulation of the consciousness and subconscious of a person in advertising. There are also international ethical codes which helped to create a system of public self-regulation, which contributed to the establishment of dialogue relations between advertisers and consumers, the successful development of market relations.

The American tradition received additional confirmation after the unsuccessful attempts of a number of authors to develop methods for influencing the subconscious of consumers using technical means. So in the early 50s. In the 20th century, a certain James Vikeri suggested projecting an image on film in the form of the 25th frame so that “the brain fixes what the human eye does not see” to create the “déjà vu” effect known in psychology. Vikeri reported that several tens of thousands of viewers in one theater were subconsciously presented with two messages, "Eat popcorn" and "Drink Coca-Cola" while watching the film, resulting in an alleged 58% increase in popcorn sales. and Coca-Cola - by 18%. In the late 1950s, Vaikeri, wishing to obtain a patent, showed a film with inserts of an advertising message in front of a specially assembled commission, but the commission recognized this experiment as a fraud. Vaikeri himself later confessed to the deceit. The failures of subliminal technologies in advertising once again convinced many American entrepreneurs of the need to marketing strategy organization of advertising activities, in that advertising effectively affects the consciousness and behavior of a person only through internal conditions, in particular, through his needs. Today it has become obvious that this idea finds theoretical confirmation in the works of Russian psychologists, primarily S.L. Rubinshtein, who, analyzing the issues of motivation of human activity, pointed out the role of internal psychological conditions for a correct understanding of its mechanisms.

Gradually, the American tradition spreads around the world. Many professionals who have received good psychological education begin to engage in marketing, professional marketers study in detail the basics of psychological science. The tradition finds numerous supporters in Germany as well.

For example, today the activities of such major German advertising specialists as Z. Fegele, the founder and head of the well-known direct marketing institute, are largely carried out within the framework of the American psychological tradition, not directed towards suggestion and the search for methods of generating a buyer’s need for the advertised product. out of nothing, but on managing the processes of decision-making, choice, on creating favorable ergonomic conditions for consumers when they perceive advertising. The psychologist in this case more deals with diagnosis and evaluation rather than manipulation and influence.

Advertising influences children, children influence the market. American marketers estimate the "consumer value" of a child at $100,000, which is exactly how much one American should spend on purchases throughout his life. Every year, the average American child sees 40,000 TV commercials.

In the early 1990s, when the United States spent no more than $100 million annually on advertising targeted at children, American parents and teachers worried that a generation was growing up that would prioritize money and possessions. In the 2000s, advertising for children in America spent $12 billion annually.

Allen Kanner, a psychologist, believes that consumer sentiment is on the rise among children.

“Children become greedy consumers,” says the psychologist. - When I ask them what you will do when you grow up, they answer that they will make money. When they talk about their friends, they talk about their clothes, the brands of clothes they wear, and not about their human qualities at all.

The age at which advertising is designed is constantly decreasing. Now a two-year-old child is a full-fledged object of influence of television and other types of advertising. And such advertising does not go unnoticed. According to recent research by Dr. Kanner, the average three-year-old American child knows 100 different brands. Every year the American teenager spends on fashionable clothes and shoes $1.4 thousand.

The strategy of companies is clearly determined by the psychology of children. Marketing professor James McNeil believes that the child is interesting to the market and advertising producers for three reasons: first, he has his own money and spends it, often obeying advertising; second, it influences parents' decisions about what to buy; and thirdly, by the time the child grows up, his consumer needs and habits are already formed, thanks to the advertising that he saw in early childhood.

In the 1960s, parents of children aged 2 to 14 spent a total of $5 billion a year under the influence of their children. In the 1970s, this figure was $ 20 billion, in 1984 it rose to $ 50 billion, in 1990 - up to $ 132 billion. James McNeill cites the following data: elementary school(children aged 6 to 12) have approximately $15 billion of their own money at their disposal, $11 billion of which they spend on toys, clothes, sweets and breakfast. In addition, parents spent about $160 billion a year, influenced by their children's preferences. Just a few years later, there was a significant increase in these spending. In 1997, children under the age of 12 spent more than $24 billion of their own money, while under their direct influence, the family spent an additional $188 billion.

In 1999, a group of 60 psychologists approached the American Psychological Association with open letter, in which she demanded that the Association express its opinion on advertising aimed at children, which, according to the authors of the letter, is unethical and dangerous. Psychologists called for research into the psychological techniques used in commercial children's advertising, the publication of the results of these studies and an ethical assessment of these technologies, and the development of strategies that would protect children from commercial manipulation.

Later, similar studies were carried out. One of the Association's conclusions is that TV ads instill unhealthy habits in children. Studies have shown that a child under the age of 8 is not able to critically perceive such advertising and tends to treat it with complete confidence.

Considering that candies, sugary cereals, sugary drinks and all sorts of snacks are among the most advertised products, advertising thus misrepresents a healthy balanced diet. The American Psychological Association has recommended a ban on all types of advertising directed at children under the age of 8. However, no serious measures were taken to restrict children's advertising. Advocates for children's advertising cite the rights of children as consumers. Officials - to freedom of speech and entrepreneurship.

Russian psychologists also cite not comforting data.

“Kids really love watching ads. "Little children are primarily attracted to a bright picture and a fun story, and only then the advertised product," - say representatives of the research company. Moreover, the older the child becomes, the less he watches ads. According to data obtained by ITAR-TASS, if at the age of 9 years 44.8% of children watch a TV commercial to the end, then by the age of 19 - only 15.9%. A little more active is the youth audience from 20 to 24 years old - 18.2% of respondents watch TV ads”.

First, time and money. Advertising is an expensive pleasure, and the price does not dispose the advertiser to the detailed characteristics of the product, its goal is to state the essence as concisely as possible. The consumer also does not have time for lengthy discussions about the product, his goal is to get as much information as possible in a short time. Advertising is informative and easy to remember. Moreover, children remember it easier than adults, since their head is not so full of various information.

Secondly, the frantic pace of life in a modern metropolis. Parents simply do not have the time or energy to raise their children, for long explanations of what is good and what is bad. Adults are accustomed to short chopped phrases, and children adapt to them and, as a result, begin to think in slogans in the same way that their parents once thought in sayings and proverbs.

Thirdly, it is human nature to save strength, including mental ones. Proverbs, sayings, advertising slogans are clichés, stereotypes. "Mercedes is cool", "Time flies with Fat Man", etc. - slogans are categorical. Which, in turn, leaves no room for endless childish "why?".

Advertising, being a simplified scheme of behavior, gives the child the opportunity to develop. He constantly masters the stereotype of adult behavior, and games and fairy tales help him in this. In fairy tales, children are offered decisions about what is right and what is not, how to act in certain situations. Through play, children develop their own scenarios of behavior. Advertising in the perception of a child is a synthesis of a game and a fairy tale. The heroes of commercials are simple and linear, their desires and actions are devoid of nuances, understandable to the child.

The desire to protect children from the harmful effects of advertising, television, the Internet is just the result of the fact that parents do not pay due attention to children and do not cope with their duties.

Children dream of expensive toys because they see them in the store and other children, not because they saw an advertisement.

The child's nervous system can be negatively affected by any element of any advertisement, such as a kitten, puppy or hedgehog that the child dreams of, or a friendly atmosphere in the advertising family.

Anti-tobacco, anti-alcohol and any "anti-harm" advertising overloaded useful tips and stories about the dangers of the product, scares and repels children and adolescents.

Children start smoking and drinking alcohol sooner than statistics suggest, and actively advertised beer among the drinks consumed is a completely harmless thing.

First of all, the child imitates the nearest adults or tries to behave differently from them. The financial situation and social status of the family, ways to spend leisure time, relationships in the family - this is what affects children. Advertising plays a minor role.

Each age period has characteristic features of the development of the child, the formation of his idea of the world, his understanding and acceptance of what is happening.

Early childhood (age from 2 to 6 years) is characterized by the active development of all cognitive processes - the methodology of analysis, synthesis of information, understanding of the processes that take place around, the development of associative thinking.

An important place in the development of the child's personality during this period is occupied by aesthetic feelings: a sense of beauty and ugliness, a sense of harmony, a sense of rhythm, a sense of the comic.

Due to the fact that at this age the so-called social emotions are formed - a person's feelings of his attitude towards people around him, the child receives his main life experience from participating in communication and from observing people around him. As soon as an advertisement enters the field of view of a child, he, because of its attractiveness, brightness, begins to analyze, trying to shift the behavior patterns that he sees in short videos to his own behavior as much as possible.

Commercials offer simple problem-solving methods: if you can't do your homework, eat chips; if you are ugly, put on jeans of a famous company - and all men will fall at your feet. No need to do anything, no need to think - just eat and wear what is offered to you from the screen. All decisions for the child have already been made, and this limits the work of thinking and, in the end, negatively affects the intellect. Advertising information has an incredible power of suggestion and is perceived by children as something indisputable. If adults are able to draw a line between the real world and the virtual world of advertising, then children cannot. A small child literally understands everything he sees and hears. Heroes of advertising for him are real characters - bright and attractive. And their way of life, tastes, addictions, manner of speaking become the standard - often rather dubious

An important place in the development of the child is occupied by aesthetic feelings: feelings of beauty and ugliness, a sense of harmony, a sense of rhythm, a sense of the comic. At this age, the child begins to navigate in such concepts as truth and lies. But, advertising images can violate the correct ideas of the child about such concepts.

On the other hand, the heroes of television series (Smeshariki, Ryzhiy Ap, etc.) or the images of idols - famous football players, actors or musicians whom they seek to imitate and the goods they advertise form the basis of a children's subculture, outside of which it is difficult for a child to build communication with peers. For children, this is information about what is currently relevant and fashionable. Advertising from an early age teaches a child to navigate the adult world of commodity-money relationships.

Young children are primarily attracted to the movement on the screen and a bright picture, and not the meaning of the advertising message, psychologists say. - The flow of semantic information is perceived by them unconsciously. This is based on the physiological characteristics of perception: a person's attention is focused on changes in the surrounding space, and not on what is unchanged. Without additional volitional effort, a person cannot concentrate on a stationary object for a long time. Fatigue accumulates and attention switches spontaneously. And vice versa - the greater the change, the stronger the attention to them.

In this regard, it should be noted that advertising adversely affects the health of the child. The fragile organism is affected by radiation from the screen, flashing of bright color spots, frequent change of images. Flickering pictures negatively affect the child's visual apparatus as a whole (and not just the eyes), the functioning of the heart and brain, and frequent image changes weaken attention. And yet - advertising persistently accustoms children to the consumption of harmful products. In addition, the rapid change of video frames, changing the scale of the image and the volume of sound, freeze frames and audiovisual special effects injure the nervous system and cause increased excitability in young children. Advertising has a negative impact on personality development. Ideals of beauty, life goals, a way of existence are imposed on children, which are extremely far from reality. Nevertheless, they are forced to strive for this, to compare themselves with the “ideal”. The mind of a child gradually turns into a repository of stereotypes.

Considering the older age period (from 6 to 12 years old), it should be noted that this is the period when the general growth of the child takes place - expanding the circle of his interests, developing self-awareness, new experience of communicating with peers - all this leads to an intensive growth of socially valuable motives and experiences, such as sympathy for someone else's grief, the ability to selfless self-sacrifice, etc.

During this period, logical thinking is formed, the ability to build logical chains, analyze ongoing processes. Memory develops. And, in principle, the intellectual potential of the child is formed - a characteristic of his mental development.

Thus, false values will be formed in the child: advertising of expensive products, luxury items that are inaccessible to the majority of the population, leads to negative emotional reactions. Very often, in modern domestic advertising, things appear that, according to the laws of ethics, are not publicly discussed. Repeated repetition of such stories can also create an oppressed mental state of viewers. If we also take into account the general psychological background of domestic television broadcasting, which introduces an imbalance in the social and interpersonal relations of people, reduces a person's resistance to various diseases, then this also becomes a medical problem. In a word, it would not be an exaggeration to say that, by launching the subtle mechanisms of human emotions and motivation, advertising, in essence, forms a modern person.

A child, thanks to advertising, may have life stereotypes: a Mercedes or an apartment on Rublyovka, this can be changed, the worse is that the child sees around him a lot of advertising that promotes the so-called. narcotics. Some public figures argue that advertising alcoholic beverages and cigarettes makes young people smoke and drink. But, psychological attachment to this is formed in childhood. The child sees flashy, bright images in front of him. Some beer advertising is based on controversy. The inquisitive mind of a child remembers such images.

March 13, 2006 was adopted the federal law Russian Federation No. 38-FZ "On advertising". For the purposes of the law, it is noted: the development of goods and services, the realization of the consumer's right to receive fair and decent advertising.

And Article 6, which has the wording "Protection of Adults in Advertising", discusses legal framework“… protecting minors from abuses of their trust and lack of experience in advertising…”

While stating the fact of the significant influence of advertising on the formation of preschoolers, schoolchildren, and later young people, one cannot fail to note its destructive role in the process of socialization of the younger generation, in the formation and strengthening of positive social and moral qualities children.

The information provided indicates that advertising has a negative impact on the development of the child, although some find positive aspects in viewing advertising by children. To make sure that advertising is harmful to teenagers, we conducted a survey among schoolchildren and adults, the results of which are presented in the next chapter.

persuasive words

Almost all words carry not only semantic, but also emotional stress. For some, the words evoke vivid images: "real rest is the blue sea, blue sky, bright sun and tanned people." For others, the words are more associated with feelings, sensations: real relaxation is the pleasant warmth that the skin feels from the sun's rays, and the feeling of a relaxed body. For others, words are associated with certain logical constructions. The spoken word actualizes the associations and experiences associated with it in some way.

Individual words have a convincing effect on a person if they evoke positive associations.

The persuasive power of a word is best illustrated by examples using "wrong" words. One of the Russian confectionery factories produces marmalade, which includes carrots. The director of the company store shared his observations: “When my salespeople say: “Our marmalade is very tasty and healthy, it contains carrots,” customers shake their heads in dismay and move away from the counter, adding: “What they don’t think of.” So I advise them to use a different phrase:“Our marmalade is very tasty and healthy, it consists of natural products With high content of carotene.Such a statement is well received by those buyers who care about their health.

Activity, Aroma, Cheerfulness, Call of the times, Taste, Delight, Delicious, Expressive, Harmonious, Profound, Brilliant, Home, Spiritual, Unique, Wonderful, Health,Quality, Beauty, "Cool", Delicious, Personality, Love, Trendy, Youth, Reliable, Real, Natural, Irreplaceable, Inexpensive, Scientific, Courteous, Huge, Original, Sociable, Progress, First-class, Popular, Pride, Prestige, Attractive , Reasonable, Recommends, Joy, Entertainment, Luxurious, Self-reliance, Shining, Bold, Modern, Style, Sporty, Confidence, Passion, Successful, Clean, Value, Chic, Exclusive, Time-saving, Economical, Spectacular, Elegant.

Do not use "hackneyed", common words. Now on every corner you can hear about the "highest quality" product at the "best prices". The use of familiar cliché words creates wariness and distrust in the buyer.

There are phrases that evoke positive images at clients. Instead of "trading" and "selling", one should"to provide services",“help in choosing the necessary thing”, “look for acceptable options and ways of mutually beneficial cooperation”. Phrases: "This purchase will be beneficial for you", By purchasing our product, you will receive.,.", "Will you buy?" very accurately determine the positions that the participants occupy business conversation. The seller and the buyer always have opposing interests. It is better to use the phrases: "The purchase of this model is in your interests", "When you become the owner of this item, you will receive ...".

Reception "Emotionality"

IN In the process of research that studied the effect of expressive and inexpressive intonation on the interlocutor, the following results were obtained. Information conveyed to the listener in an expressive tone (the text was read by drama theater actors) was remembered 1.4-1.5 times better than dry, inexpressive information. In addition, the accuracy of reproducing emotionally read information was 2.6 times higher than the accuracy of reproducing "emotionless" material.

There is nothing easier than using this technique for managers who are in tune with their emotions. They are not afraid to express their feelings, so it is easy for them to understand the mood of their interlocutor. These salespeople talk cheerfully and casually to buyers who are in the mood for cheerful mood, warmly and caringly with buyers who are concerned about the burden of their own concerns, assertive and energetic with purposeful, determined customers.

It is emotionality that allows the seller to “tune in” to the client, to establish trusting contact with him. Expressive intonation carries for the client important information. An optimistic intonation informs the client: “I believe that everything in this life will be fine, including our interaction with you”; caring intonation tells the client: “I sincerely care about the interests of other people, and for me it is pleasant and natural”; intonation, full of enthusiasm, makes it possible for the client to understand: "The seller knows and loves his product well." A strict "information summary" about the product leads the buyer to the conclusion: "This product cannot really interest anyone." Such: the conclusion makes the customer indifferent to the product even before he understands how it can be useful to him.

Managers who work in a dry, informative style usually believe that a customer makes a purchase as a result of well-thought-out logical constructions. Following this view, the buyer only needs to provide more information, and he will weigh everything, justify and make a decision. Of course, there are people who are guided in making decisions, mainly by logical arguments. At the same time, any logical arguments are based on the need (benefit) that makes the client buy the right thing. Emotional intonation allows you to directly address the needs of the client.

Using numbers and concrete facts

Lately advertising posters they are simply full of such phrases: “10 years of excellent work”, “25 years on the market”, “47 branches across the country”. A specific number is associated with accuracy and reliability. The appearance of a "non-circular" or fractional number in our minds is associated with a long painstaking calculation.

The use of numbers increases the reliability and validity of the seller's statements.

Like honey, a wholesaler's arguments sound persuasive if they talk about the profit that he will receive, and at the same time use specific numbers. “Let's take a look at how much profit you can get on this product. You buy it from us at 2.5, and you will sell it at 3.7 - now this is a stable retail price. From the box you will receive a profit of 1200, minus the costs. The demand for the product is good, so you will sell it within three weeks. Now the only question is, what profit would suit you?

Concrete facts, as well as figures, appeal to our consciousness, logic. It is especially important to use specific information when working with customers who emphasize clear characteristics and detailed product descriptions. Usually such people are not emotional, ask specific questions, carefully study instructions and descriptions. specifications. In a conversation with them, you should not “crumble” with such adjectives as amazing, delightful, wonderful.

The purpose of the study is to study the peculiarities of the perception of advertising by schoolchildren and its influence on their behavior, to compare the data obtained from the survey of children with the answers of adults.

The study involved 42 student of the school "Eureka-Development"

The following questions were asked during the survey:

Does advertising influence your decision to buy a particular product? (yes, sometimes, no).

Analyzing the survey results:

Respondents responded differently to the first question. It turned out that the majority of adolescents (67%) like some advertising, 24% have a positive attitude towards advertising, only 9% have a negative attitude towards advertising.

According to the majority of adolescents surveyed, advertising is necessary in order to

1. distribute goods;

2. follow the news;

3. to promote goods on the market;

4. present the goods to the consumer;

5. promote the brand;

6. increase demand;

7. attract customers;

8. get information about the goods;

9. to sell a product;

10. to take a break while watching a movie;

11. to deceive buyers.

Movies
cellular communication
perfumery
sports advertising
electronics and home appliances
baby food and products for children
yogurt
phones
hygiene products
chewing gum
clothes and cars
pet food

Judging by the respondents' answers to the seventh question, it can be concluded that adolescents are not sufficiently aware that advertising influences their choice. 43% of respondents gave a negative answer to this question, 43% answered that advertising sometimes influences their choice, 17% of respondents spoke about the influence of advertising on the purchase of goods.

6. Conclusion

A study has shown that advertising has an impact on adolescents. But despite the fact that the survey involved a generation of children who grew up on advertising, nevertheless, they can distinguish good from bad and do not completely trust what is said in advertising. Among the respondents, although not many, there were respondents who do not like any advertising. This indicates that adolescents are critical of what they want to impose on them from the outside.

Advertising marketers can find a lot of psychological ways to deceive the buyer and create all conditions for the purchase of the product. However, a thinking person who has his own opinion on what is happening around him and in his life is almost impossible to deceive. This is also confirmed by the answers to the survey questions. Teenagers see the meaninglessness of advertising for many products, they can analyze and realize what they do not like both in advertising and in the product that is offered to them.

7. REFERENCES

1. Volkova O. Children's health. The impact of advertising on children. My baby and me, No. 7, 2007.

2. Dudareva A. Attention! Children! - http://rupr.ru/art/raznoe-vnimanie_deti.php

3. Lebedev A.N. Two methodological traditions in the psychology of advertising. - http://www.advertology.ru/article17506.htm

4. Cognitive on-line magazine "Question-Answer" http://www.otvetim.info/nlp/995

5. Rean A.A. Human psychology from birth to death. Full Course in Developmental Psychology: tutorial. Golden Psyche - 2001.

6. Dictionary of a practical psychologist / Comp. S.Yu. Golovin - Minsk: Harvest, 1998.

8. Washington ProFile - http://4btl.ru/info/news/4083

9. http://alleksandrik.livejournal.com/9595.html