By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Predicament is starting to be in regards to the effectiveness of tv advertisements law within the gentle of technological advancements within the media. the present fast progress of television structures in terrestrial, sattelite, and cable codecs will quickly circulate into electronic transmission. those all provide possibilities for larger commercialization via advertisements on media that experience now not formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that may be performed to childrens via advertisement messages. This e-book explores all of those matters and appears to the long run in contemplating how powerful codes of perform and law will develop.

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Such animations might be seen as deliberately deceiving children by disguising the advertising content under a cloak of neutral program material. Kunkel (2001, p. 376) noted that these "program-length commercials" allow advertisers to promote products directly THE NATURE OF ADVERTISING TO CHILDREN 29 within the body of the program, thus blurring the boundary between commercial and noncommercial content. SUMMARY There are many issues around children's advertising, ranging from the products advertised to more subtle means of reaching children.

These programs, often cartoons, have been criticized as no more than program-length commercials, designed as vehicles to market brands to young children (Kunkel, 2001). The use of alternative marketing communications such as sponsorship may also lead to confusion, although this is an underresearched area. However, such forms of marketing are an increasingly popular way to break through the clutter in traditional advertising media (see chap. 2). Other factors may make it easier for children to differentiate between programs and advertisements.

Programs were developed with the consultation and financial backing of toy manufacturers and licensing agents. This genre of program, usually animated, was linked to existing or new toys, for example, He-Man and the Masters of the Universe, and Transformers. However, Pecora also pointed out that the seeds of sponsorship were sown as far back as the 1930s, during the era of children's radio, when 50% of programs were sponsored by the major cereal manufacturers and another 40% by other product affiliations.

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