Attracting children to advertising certain goods, as a rule, has a positive effect on their promotion. Advertising addressed to children can also increase sales, because it is much easier to convince them of the positive qualities of the advertised product than adults. Understanding this, the legislator introduced many restrictions and prohibitions regarding the participation of children in advertising and the focus of advertising on a children's audience. Let's talk about them in detail.
Article 6 of Federal Law No. 38-FZ of March 13, 2006 “On Advertising” (hereinafter referred to as Law No. 38-FZ) provides an extensive list of prohibitions designed to protect children from harmful information contained in advertising. Prohibitions are provided in order to prevent advertising from disrespectful attitude towards elders, humiliation of parents and educators, the emergence of unwanted emotions (for example, envy) in children themselves, as well as the formation of various complexes in them.
In addition, certain provisions of Law No. 38-FZ establish additional prohibitions that protect minors from certain types of advertising.
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Discrediting parents
In paragraph 1 of Art. 6 of Law No. 38-FZ says that advertising does not allow discrediting parents and educators, as well as undermining the confidence of minors in them.
For example, the Ninth Arbitration Court of Appeal, in its decision of January 28, 2014 No. 09AP-46924 / 2013-GK in case No. A40-39112 / 13, noted the inadmissibility of ““exposing” the soullessness of an educator.”
Here is another example posted on the official website of the FAS Russia. In 2010, the antimonopoly authority found it improper to advertise services for the sale of mobile content. The advertisement contained the following text: “Your dad has allergies and will never buy you a puppy? Send an SMS to 5555 and a puppy will appear on your phone!”.
The inspectors came to the conclusion that such advertising discredits the parent, because. he is characterized as a sick person, unable to buy a puppy for his son. In addition, advertising encourages the child to commit an act bypassing the decision (opinion) of the sick parent (nothing is brought to his attention). And this undermines the trust in the parent.
Encouragement to convince parents to buy a product
The prohibition on inducing minors to persuade their parents or other persons to purchase the advertised product is established in paragraph 2 of Art. 6 of Law No. 38-FZ. As an illustration, we can cite the decision of the FAS of the East Siberian District of November 22, 2011 in case No. A69-337 / 2011.
The advertisement for a bank loan showed a smiling child holding a bicycle. And the text of the advertisement itself read: “There are more and more happy people!”. The court considered that such advertising "may be a significant message to children about the need to demand from their parents the purchase of a bicycle or other product by virtue of their desire."
In addition, the arbitrators noted that advertising gives a minor a distorted idea of the availability of goods purchased on credit for a family with any level of income. After seeing this advertisement, the child will want to "be happy" and be like the hero of the advertisement. And for this, he will need to convince his parents to purchase the advertised product (in this case, to get a loan).
Similarly, a violation of paragraph 2 of Art. 6 of Law No. 38-FZ, one can consider an advertisement for a pub with the text "When ordering parents - children are free." Such a text is perceived as an encouragement to parents to bring their children to the pub.
Another example is given in paragraph 17 of the Review of the practice of resolving disputes related to the application of advertising law ( information mail Presidium of the Supreme Arbitration Court of the Russian Federation dated December 25, 1998 No. 37). Trade Organization- the advertiser used in the landline outdoor advertising phrase: "In my school, many children have a computer." The antimonopoly authority considered that this advertisement inspires minors with the idea of persuading parents or others to purchase the product. The company, on the other hand, tried to prove that the advertisement did not contain any direct proposals calling on a minor to convince adults to buy him the advertised product. In her opinion, the slogan is a narrative and impersonal sentence, therefore, it cannot be considered as a suggestion addressed to minors.
The court upheld the antimonopolists. The arbitrators emphasized that it clearly follows from the context of the advertising slogan that we are talking about children - students of the school (i.e. about minors), and the advertisement itself is intended for their attention and addressed to them. Advertising attracts the interest of minors to an expensive product that increases the prestige of the child among peers. At the same time, such advertising inspires children with the idea that many schoolchildren they know already have a computer, and, therefore, it is affordable for most families. The distribution of such advertising is clearly aimed at arousing in the child the desire to belong to those "many guys" who own computers.
Creating a distorted view of product availability
In accordance with paragraph 3 of Art. 6 of Law No. 38-FZ in advertising, it is not allowed to create a distorted idea among minors about the availability of goods for a family with any level of income.
In the already considered decision of the FAS of the East Siberian District, in its decision dated November 22, 2011 in case No. A69-337 / 2011, the company managed to violate this provision of the law. The court emphasized that the advertisement (a child with a bicycle) creates a distorted idea in a minor about the availability of a product purchased on credit for a family with any level of income.
Another example. The bank in its advertising used the following text: “Vozrozhdeniye Bank. A bank that is always with you. Yesterday they chose a car…”, which was accompanied by an image of three young children sitting in the open trunk of a car. The antimonopolists considered that this advertisement violated the requirements of paragraph 3 of Art. 6 of Law No. 38-FZ. In their opinion, the combination of the text “Yesterday they chose a car” and the images of children creates a distorted idea in minors about the availability of goods for a family with any level of income. The court agreed with this point of view (decision of the Arbitration Court of the Stavropol Territory dated April 15, 2014 in case No. A63-20 / 2014).
Giving the impression that owning the product makes the child better than their peers
In paragraph 4 of Art. 6 of Law No. 38-FZ says that advertising does not allow the creation of the impression among minors that the possession of the advertised product puts them in a preferable position over their peers.
From the practice of the antimonopoly authorities, a case is known when an organization placed an advertisement on television in which two schoolgirls discuss their classmate: “Fu, he is dressed unfashionably and yesterday he got a deuce in a lesson.” And the advertising slogan read: “Down with the deuce with new smartphones!” The inspectors considered that this advertisement violated paragraph 4 of Art. 6 of Law No. 38-FZ.
Formation of an inferiority complex in children who do not possess goods
Thus, the Federal Antimonopoly Service of the Volga District, in its decision dated April 12, 2012, in case No. A55-8744 / 2011, declared the advertisement of the following content to be inappropriate:
“- Look at Masha's jacket! From last season!
And I also saw her deuce in her diary.
Fuuu. “Deuce” is not fashionable now!
Get ready for the school year with Mediamarkt! Only from 12 to 24 August. Lenovo all-in-one laptop: Processor: Intel Pentium T4400, NVIDIA graphics. In total for 14444 rubles ... ".
The arbitrators emphasized that the use of an image that evokes negative associations (failure in school, lack of branded clothing) subconsciously creates an attitude to the need to purchase a product (namely, a Lenovo universal laptop).
Showing children in dangerous situations
Paragraph 6 of Art. 6 of Law No. 38-FZ prohibits showing minors in dangerous situations. Dangerous situations include, in particular, situations that induce them to take actions that could endanger their life and (or) health (including causing harm to their health).
An example is the decision of the Moscow Arbitration Court dated October 4, 2011 in case No. A40-67828/11153-599. In this case, the violation was the image on the cover of a music album of an underage girl with a gun pointed in front of her. The image was accompanied by the text "THE MOST SCANDALY "HEAVY" ALBUM OF SPRING" and an image of blood.
The court held that the use of a child's likeness in such an environment was regarded as a violation of the rights of the child and advertising legislation. And the deliberate creation of a threatening atmosphere around the child is contrary to his normal upbringing and development.
Note that the offender tried to convince the court that the advertisement was not a realistic depiction of a child. However, the arbitrators did not take this argument into account.
Also a violation of paragraph 6 of Art. 6 of Law No. 38-FZ, the image of a child with a cigarette in his mouth can be considered (decree of the Supreme Court of the Russian Federation of June 15, 2015 in case No. 307-AD15-3751, A13-7185 / 2014).
By the way, the advertisement already reviewed, which depicts children sitting in the open trunk of a car (decree of the Arbitration Court of the Stavropol Territory dated April 15, 2014 in case No. A63-20 / 2014), is also a violation of paragraph 6 of Art. 6 of Law No. 38-FZ. The company, in its defense, stated that children sitting in the trunk of a car were not in danger. They smile as the car stands still. Therefore, the onset of adverse effects for children is excluded.
To this the court replied that children are practically defenseless against external psychological impact because of naivety, lack of life experience, knowledge, resourcefulness and formed own opinion. Therefore, their presence in the trunk is a dangerous situation, regardless of whether the car is moving or standing still.
Downplaying the Skills Required to Use the Product
This prohibition (clause 7, article 6 of Law No. 38-FZ) is designed to protect children from goods whose use may be dangerous. That is why if the results of using the product are shown or described, then the advertisement should contain information about what is really achievable for children of the age group to which this advertisement is addressed (Resolution of the Federal Antimonopoly Service of the East Siberian District dated May 6, 2004 No. A78-5583 / 03-C1 -28/293-Ф02-1479/04-С1).
Formation of an inferiority complex due to external unattractiveness
The prohibition of advertising with such an impact is established in paragraph 8 of Art. 6 of Law No. 38-FZ. It would be a violation, for example, to demonstrate the disappointment of a young man when meeting a girl (presumably underage) wearing braces. Such advertising forms an inferiority complex in children, associated with their external unattractiveness, tk. the presence of braces in a girl causes a young man's dislike and unwillingness to get acquainted.
Children in alcohol advertising
Clause 6, Part 1, Art. 21 of Law No. 38-FZ contains a ban on the use of images of people (including minors) in advertising of alcoholic products.
In addition, alcohol advertising should not be addressed to minors (clause 5, part 1, article 21 of Law No. 38-FZ). Accordingly, advertising alcoholic products may not be placed in stationary trade facilities specializing in the sale of goods for children, or be aimed at attracting the attention of minors (letter of the Federal Antimonopoly Service of Russia dated 02.12.2011 No. AK/44977 “On Clarification of Certain Provisions of the Federal Law “On Advertising””).
Other violations
In addition to the list given in Art. 6 of Law No. 38-FZ, the legislator highlighted some other prohibitions, in particular, on:
- advertising in textbooks and manuals (part 10 of article 5 of Law No. 38-FZ);
- appeal to minors and the use of their images in advertising of weapons and military products (clauses 2 and 3 of part 6 of article 26 of Law No. 38-FZ);
- appeal to minors advertising medicines, risky gambling and betting (clause 1, part 1, article 24, clause 1, part 1, article 27 of Law No. 38-FZ);
- placement of advertisements containing advertising information prohibited for children near (i.e. at a distance of at least one hundred meters from their borders) children's educational, medical, sanatorium, sports and sports organizations, as well as organizations of culture, recreation and health improvement of children ( Part 10.2, Article 5 of Law No. 38-FZ). What information is prohibited for dissemination among children is stated in the Federal Law of December 29, 2010 No. 436-FZ “On the Protection of Children from Information Harmful to Their Health and Development” (hereinafter referred to as the Law on the Protection of Children);
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Part 2 Art. 5 of the Child Protection Act
Information prohibited for distribution to children includes information:
- inciting children to commit acts that pose a threat to their life and (or) health, including harm to their health, suicide;
- capable of causing children to desire to use narcotic drugs, psychotropic and (or) intoxicating substances, tobacco products, alcoholic and alcohol-containing products, take part in gambling, engage in prostitution, vagrancy or begging;
- substantiating or justifying the permissibility of violence and (or) cruelty, or inciting to carry out violent actions against people or animals, with the exception of cases provided for by this Federal Law;
- denying family values, promoting non-traditional sexual relations and forming disrespect for parents and (or) other family members;
- justifying illegal behavior;
- containing foul language;
- containing information of a pornographic nature;
- about a minor who suffered as a result of unlawful actions (inaction), including last names, first names, patronymics, photo and video images of such a minor, his parents and other legal representatives, the date of birth of such a minor, an audio recording of his voice, his place of residence or place of temporary stay, place of his study or work, other information that allows to directly or indirectly establish the identity of such a minor.
- placement of advertisements for information products subject to classification in accordance with the requirements of the Law on the Protection of Children, without specifying the category of this information product (part 10.1, article 5 of Law No. 38-FZ). In a letter dated August 28, 2012 No. AK/27944, the FAS Russia explained that this requirement applies only to advertising of information products, and not to advertising of other goods or services (for example, bank deposits, car showroom, restaurant, etc.).
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Paragraph 5 of Art. 3 Law No. 38-FZ
information products - mass media products intended for circulation in the Russian Federation, printed products, audiovisual products on any type of media, programs for electronic computers(computer programs) and databases, as well as information disseminated through entertainment events, through information and telecommunication networks, including the Internet, and mobile radiotelephone networks;
Not only a whip, but also a gingerbread
According to some experts, one of the shortcomings of modern advertising legislation is a significant "skew" towards the establishment of various prohibitions and restrictions.
In this regard, one cannot fail to mention a three-year moratorium (for 2016-2018) on scheduled inspections of small businesses (part 1 of article 26.1 of the Federal Law of December 26, 2008 No. legal entities And individual entrepreneurs when exercising state control (supervision) and municipal control”, hereinafter referred to as Law No. 294-FZ). This prohibition also applies to verifications of compliance with advertising laws. This was recently reminded by the FAS Russia in a letter dated 08.12.2015 No. AK/41908/15 "On inspections in the field of advertising in the period 2016-2018".
At the same time, the FAS Russia drew attention to the fact that this moratorium applies only to scheduled inspections, and does not apply to unscheduled ones.
You can find out if an audit is planned for the company on the website of the Prosecutor General's Office (http://genproc.gov.ru/). The relevant information is posted on the website no later than December 31 (part 7 of article 9 of Law No. 294-FZ). Finding her is easy. You can enter the section "Consolidated plan of inspections" with home page site.
Of course, failures and errors are possible in the operation of any electronic system. Therefore, it cannot be ruled out that a small business entity will still find itself in terms of inspections. In such a situation, he can submit an application to the antimonopoly authority (in the manner established by the Government of the Russian Federation) for exclusion from the plan.
It is possible that the anti-monopolists will still come to a small business entity with a scheduled inspection. In such a situation, it must be remembered that before it begins, they must explain to the representative of the company the provisions of Art. 26.1 of Law No. 294-FZ. If after that the firm submits documents confirming that it is a small business entity, then the verification is immediately terminated. In this case, the inspectors must draw up an act to terminate the inspection.
When the check continues no matter what, the controllers should recall the content of Part 7 of Art. 26.1 of Law No. 294-FZ. It says that conducting an audit of companies in respect of which a moratorium is established is considered a gross violation of the law and entails the invalidity of the results of the audit.
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 of the psychological impact of advertising: 1) cognitive (obtaining new information through the processes of information processing: sensations, 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, sponsorship of 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 pilot 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 older children. 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 | ||||
| 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. At primary 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 approximately 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 | ||||
| 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 |
| Not | 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 | ||||
| 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 junior 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 study showed that television advertising certainly affects children of various age groups, especially preschoolers and younger schoolchildren. 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, assess the impact of advertising on the psyche, human consciousness as a targeted 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 of this new social technology on human consciousness.
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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It is believed that young children better absorb information that is remembered for a lifetime. This is used by advertisers who create advertisements 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. How to deal with the influence of advertising on children? And is the impact of advertising always negative?
What does a child see in each advertisement? That you can become happy by buying a phone of the latest brand. You can become healthy by drinking a jar of yogurt a day. You can become beautiful by using deodorant or an acne remedy. People go to work to drink coffee and eat a chocolate bar, for lunch - instant soup. I wanted to eat on the street - just buy a chocolate bar, but I'm thirsty - soda is at 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 a kind aunt in the bank will definitely give them on credit. It turns out that everything in life comes easily!
But that's not all. Commercials undermine healthy lifestyle life that parents strive to instill in their children. After all, mostly semi-finished products are advertised, calling for a bite to eat at the first feeling of hunger. As a result of such hearty and high-calorie snacks, the total number of meals increases, and this affects the work of the stomach and leads to excess weight.
Many advertised products are generally contraindicated for small children: chips, crackers, soda, chewing gum, etc., because they contain harmful substances and additives (read what manufacturers write in the composition). But since chewing crackers or chewing gum is “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 the advertisement the “good” mother buys the advertised chocolate for her child.
In addition, now advertising creates an image of a “beautiful life” - travel, clothes, cars, jewelry and accessories that are not available to every family, but to a child and, especially, to a teenager, I so want to have it! Thus, advertising can also influence family relationships when a child does not want to put up with the inability of parents to buy the attributes of a “beautiful life”. This leads to misunderstanding, anger, conflict, disappointment and resentment.
And one more negative impact of advertising on children, which almost everyone has encountered. Advertising of adult products raises many questions: what are pads, menopause, condom, prostate, impotence? How to explain this to a 4-5 year old kid? What can be answered in general? Thanks to advertising, our children are becoming much more enlightened in "adult" matters than we were in our time, and this is far from always a good thing.
Along with all the negative aspects of the impact of advertising on children, there are several positive ones that cannot be ignored:
Sometimes images are used in advertising famous people, artists, athletes, which children tend to be like. A kind of positive example is shown that teaches something good in life. Advertising helps to keep abreast of new products. From advertising, children learn a lot of new things: that you need to brush your teeth 2 times a day and visit the dentist regularly, shoes need to be treated with a special shoe polish so that they last longer, it is useful to eat fermented milk products, etc. Unfortunately, there are very few such examples. Therefore, as we can see, the negative impact of advertising on children is greater than the positive one, and therefore it is important to control the viewing of advertising by children.
How to deal with the effects of advertising on children
One of my acquaintances switches the TV to the Culture channel for the time of advertising, because there is never any advertising there. And he says to the child: “The actors (or cartoon characters) decided to take a break and went to drink some water.” The child got used to it, and now he always runs to the toilet or to drink some water during advertising.
So that the TV does not drag out the child, try to make your child's pastime varied - reading books, walking, playing with friends, small hobbies, educational games on the computer or educational cartoons on DVD.
Set a clear time for watching TV - an hour or two a day at a certain time.
Tell your child what this advertisement is about: how NOT to do it, but how to do it. What happens if you do it like this. And most importantly - who benefits from this advertisement. Show what tricks advertisers use. That doesn't always happen exactly as it says ads. Let the child find inconsistencies on his own.
If the child demands to buy something, for which there is not enough money, tell the child so. It's better than coming up with new excuses every time.
If the child is old enough to understand the harm of some advertised products, tell him about it.
For every advertised product, there is an alternative that is more affordable and worthy of quality. Always keep this in mind and tell your children about it: it is important for advertisers to sell their product, so it comes with a markup and an advertising margin, while a similar (for example) chocolate bar may lie nearby, only Russian production and without extensive advertising on television. Therefore, it is almost half the price, and it may even taste better!
Advertising influences children, children influence the market. American marketers estimate the "consumer value" of a child at $100,000 - that's 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 aimed 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, and in 1990 to $132 billion. 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 - for freedom of speech and entrepreneurship Washington ProFile - http://4btl.ru/info/news/4083.
Russian psychologists also cite disappointing 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 a TV commercial is watched to the end by 44.8% of children, 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.
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, can have a negative effect on the nervous system of the child.
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 also plays a minor role Alina Dudareva. Attention! Children! - http://rupr.ru/art/raznoe-vnimanie_deti.php.
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 A.A. Rean, Human psychology from birth to death. Full Course in Developmental Psychology: tutorial". Golden Psyche - 2001..
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 occur 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. Small child He literally understands everything he sees and hears. Heroes of advertising for him are real characters - bright and attractive. And their way of life, tastes, passions, manner of speaking become the standard - often rather dubious Olesya Volkova. Children's health. The impact of advertising on children. My baby and me, No. 7, 2007.
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 on this moment relevant and trendy. 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 more changes, 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 - the expansion of his circle of interests, the development of self-awareness, the 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 abuse of their trust and lack of experience in advertising ..." Federal Law No. 38 "On 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 http://alleksandrik.livejournal.com/9595.html.
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.
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