摘要:本文是一篇在美国留学生的课程作业Assignment,总的来说,很多的电视商业广告内容对儿童的身心都有很大的影响,如果这些电视广告的是很健康的,必须通过管理条例来约束,以防伤害儿童的身心健康。
he advertisers seldom consider about children’s health. Studies have found that “the heavy
Marketing of high-calorie and low-nutrient foods and fast food outlets represents a probable increased risk for childhood obesity” and the U.S. Department of Agriculture also recommended that a diet consisting of foods viewed by children in advertisements would exceed the fat, saturated fat, and sodium content (Susan Linn & Courtney Novosat, 2008). Consequently, it is really harmful to inflict advertisement on children. Owing to this reason, advertising regulations are important to protect children from advertising hazards.
Research questions
Does advertising regulations effectively protect children? And are there any improvements we can do for advertising regulations?
Significance/Contribution to the discipline
To do this research can help people to get to know that whether advertising regulations are useful and efficient to be applied for children’s protection. If it does, we would be happy with the current children protection law; if it doesn’t, there must be something we can do or some ways we can find out to use to improve the legislation in order to work more efficiently.
How can I tackle the issue?
a. Why we should protect children from the harms caused by ads?
Firstly, a study found that children as young as 3 years were able to make the distinction but had no understanding of the selling motives of advertisers; and it is not until 8 years of age that children begin to understand the selling purpose of an advertisement (Levin, Petros & Petrella, 1982, p.933). It is likely to be a process that children can fully understand advertisers’ motives, which have to take a number of years. It means almost all people will be affected by advertising when he or she was a younger child, and at that time, they are unaware of production techniques and representational nature of advertising, they will believe that the products are exactly as it is showed in advertisements. Specifically, most advertisements aimed at children are fast food products, which are harmful for children’s health, and may lead children to eat fewer healthy foods like vegetables and fruits; it is one of the most direct causes of obesity and health problem in children (Ramsey, William A, 2006, p.368). In the United States, advocates, government officials, and parents have expressed concern over the drastic increase in the weight of children. In just three decades, the rate of childhood obesity in the U.S. has more than tripled, from about 4% of six- to eleven-year-olds in the 1970s to more than 15% of the same age group in 2004 (Brooks Barnes, 2007, para.1 ).
Secondly, the TV commercials are effect on children’s materialistic and consumer-orientated nature. (Ward, 1977) Children who watched more advertisements were more likely to request not only more branded goods, but also more items generally. Some of the children are enticed to want products that their parents cannot afford or when parents reject their requests for products, they may become angry, such situation will offend the relationship between parents and children.
Last but not least, advertisements aimed at children may also encourage racist tendencies or reinforce existing racial stereotypes. The c
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