The Influence Of Advertising On Children

813 Words 4 Pages
Every time a kid watches television or is on some sort of social media they’re being exposed to the many unknown tactics of advertising and marketing done by companies. Since advertisement’s began, one of their main focuses was to persuade children into purchasing their product. Data has proven that children are one of the largest consumers. This is due to the influence companies have over children and their clever marketing skills used to attract children. These young consumers are being trained to purchase the newest gadgets and toys, because they are accustomed to buying products they want. This is especially true for corporations like Mcdonald’s, because they tend to spend huge amounts advertising towards the public, especially children. …show more content…
For instance, McDonald’s appeals to kids by using colorful images and using a catchy slogan “I’m lovin’ it”. Companies specifically advertise to the age group between 2 to 18 years of age, because they are known to be heavy consumers and impact how their parents spend their money (Calvert, 2009). Due to kids being heavy consumers, companies use very effective techniques in advertisements targeted towards children. For example, according to Sandra Calvert, Director of the Children’s Digital Media Center, some of these techniques are repetition, branded characters and premiums, celebrity endorsements, product placements, viral marketing, and integrated marketing strategies. A few ways Mcdonald’s accomplish these marketing techniques are through television, social media, banners, and many more ways. A very popular marketing technique being done by Mcdonald’s is branded characters, because Ronald Mcdonald is a huge icon to children and when children see him they associate him with Mcdonald’s. Kids are known to be vulnerable targets to big corporations, like McDonald’s, because young children often times can’t tell apart the television show they are watching and the advertisements. They also tend to believe the commercials that they watch to be true, because they don’t know the real intentions of …show more content…
Exposure to advertisements could influence children to have “negative outcomes, including parent-child conflict, cynicism, obesity, and possible materialistic attitudes”(Calvert, 218). Not only do the advertisements from McDonald’s have negative outcomes on children, it could also cause health problems to people eating their food. McDonald 's isn’t like other big corporations because the product that people want and demand is fast-food that is clinically proven to have unhealthy food that could cause health issues. According to Matthew Lee, a research writer with a master’s degree in psychology, “Coupled with low nutritional value, the high fat, calorie and sodium content of these foods can lead to a variety of health problems.” Lee was discussing the dangerous effects of eating at fast food places like Mcdonald’s, and eating at places like these could affect children more than adults. That is why this is a serious issue because children are more susceptible to health risks. Children , unlike adults, aren’t aware or do not have the capacity to understand what the purpose of these advertisements. People under the age of 13 shouldn’t be exposed to these types of advertisements because they don’t fully understand the manipulative tendencies of

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