In the last decade, with the recent insurgence in media consumption, there has been an abundance of advertising of every kind. Much of this advertising is specifically directed at children. Because of this, it is beneficial that we learn to teach children how to properly view advertisements, and add and Advertising Literacy unit to Elementary School curriculum.
It is proven that at such a young age, children have not developed enough mentally to make educated decisions and judgements of products based on how they are advertised 2. In addition to children’s improper judgement, advertisers have also begun to target more specific groups of children as their influence on parent purchases is becoming stronger. Last year companies spent 5 billion dollars on fast food advertising in the US alone 3. Such a large portion of these advertisements is directed at children and youth. From branded filters in Snapchat, wacky commercials on YouTube, to company-spokesperson cartoon characters, meals with toys included, and prizes in cereal boxes, children are targets of many marketing campaigns.
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| The first print advertisement |
Ever since the beginning of organized society, people have traded and sold products. With the invention of the printing press, the first print advertising campaign plan was born in 1468 5. Since then advertising has touched so many different mediums. Nowadays, with the internet fostering interconnectivity between various networks across the globe, advertising has even become a widespread and international affair 6. Today we not only see advertising in print ads and television commercials, but it has evolved to influencers, events, stunts, and just about anything one can think of.
In 1970, congress banned cigarette advertising from airing on television and radio 7. Since then there have been a number of regulations and restrictions placed on the advertising industry. Even so, it is impossible to regulate all advertising or shield any targeted campaign from the eyes of children. So what can be done? We can help children be prepared for this strong influence of advertising by teaching them how to critically view the media and make more informed consumer decisions. Everyone has agency and the power of choice, and we can more freely choose if we are knowledgeable in various subjects 8. In order to help children make informed decisions, we must inform them. In the enlightenment period, Immanuel Kant emphasized the importance of authority and liberty and taught that man should choose right and wrong for himself 9. Today, technology and media can be scary, but just like anything else, the more familiar you become with something, the less frightening it is 10. The task to help children make correct choices can be daunting, but teaching and informing them is the most important thing we can do for them.
Advertising has existed for centuries, has evolved over time, and is a part of day-to-day life that will likely not diminish anytime soon. I think we can all agree that digital literacy is increasing in important in this day in age, and this includes advertising literacy. It is beneficial that we teach children how to recognize advertisements, the motives of advertising, and how to be informed consumers.
In 1970, congress banned cigarette advertising from airing on television and radio 7. Since then there have been a number of regulations and restrictions placed on the advertising industry. Even so, it is impossible to regulate all advertising or shield any targeted campaign from the eyes of children. So what can be done? We can help children be prepared for this strong influence of advertising by teaching them how to critically view the media and make more informed consumer decisions. Everyone has agency and the power of choice, and we can more freely choose if we are knowledgeable in various subjects 8. In order to help children make informed decisions, we must inform them. In the enlightenment period, Immanuel Kant emphasized the importance of authority and liberty and taught that man should choose right and wrong for himself 9. Today, technology and media can be scary, but just like anything else, the more familiar you become with something, the less frightening it is 10. The task to help children make correct choices can be daunting, but teaching and informing them is the most important thing we can do for them.
Advertising has existed for centuries, has evolved over time, and is a part of day-to-day life that will likely not diminish anytime soon. I think we can all agree that digital literacy is increasing in important in this day in age, and this includes advertising literacy. It is beneficial that we teach children how to recognize advertisements, the motives of advertising, and how to be informed consumers.
Thank you for your
concern and consideration,
Isabella Boss
References:
2. https://www.tandfonline.com/doi/full/10.1080/02650487.2016.1196904?scroll=top&needAccess=true (Reference 1 Establishing
Currency/Importance)
3. https://www.booklistreader.com/2019/02/14/bookends-childrens-literature/eat-this-marketing-junk-food-to-children-and-teens/
(Reference 2 Establishing Currency/Importance)
4. https://www.quora.com/What-was-the-first-print-ad
(Additional
image)
5. http://www.historyofinformation.com/detail.php?id=4292
(Historical Theme Reference 1, The
Printing Press)
6. (Historical Theme Reference 2, Network/Unit)
7. https://www.politico.com/story/2018/04/01/congress-bans-airing-cigarette-ads-april-1-1970-489882
(Historical Event Reference)
8. https://www.churchofjesuschrist.org/study/general-conference/2007/10/good-better-best?lang=eng
(Reference to self-directed
learning, on 10/28)
9. (Historical Theme Reference 3, Authority and Liberty)
10. (Reference to peer insight, Joseph
Pratt, on 11/21)
When I was reading this post, I didn't feel persuaded to do something about child advertising. I think you need to discuss more of the negative effects that advertising can have on children. We know that children don't have money, so they can't necessarily be consumers. Parents are the consumers so the negative effect of advertising to children would need to be more psychological or how it effects them later in life if they are not taught good consumer principles. I think that the group your letter was addressed to was extremely broad and that it needs to be toned down a little. I think that it is safe to address the parents of children but it is not yet a concern of public schools to teach children how to be smart consumers. That is more of a parenting concern and I think that it would be a better solution to try and encourage parents to teach their children good judgement instead of immediately proposing the school system take that on as a responsibility.
ReplyDeleteI think it's so important for us to adjust our educational curriculum according to whatever is going on in the world. Media has become a huge part of our lives, yet there isn't a lot of training in how to navigate it. However, I think a whole advertising course is a little niche--I would have appreciated an argument pushing for media-literacy at large. Advertising is everywhere, media is everywhere, our children are ill-equipped to enter this new-age consumerism. I think it’s more appealing to parents to have a more holistic, comprehensive approach rather than just the narrowness of being wary of advertisements. Then, as an added bonus, your supporting arguments could be more broad and have a stronger basis.
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