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The case for and against control on advertising aimed at children - Essay Example

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The case for and against control on advertising aimed at children

Television content analyses undertaken by Leeds University have shown that child-orientated adverts are more frequently repeated and are more likely to use animation, pace and central characters, magic and fantasy, together with a wide range of emotional appeals (fun, action, adventure and achievement). The researchers conclude that children’s television adverts are designed in a manner to engage attention and emotional response. Reviews of related research confirm that young children, especially, do not grasp the motives behind advertising or realise that the products advertised may not be good for their immediate or long-term health. Advertising is often viewed as either entertainment or as a source of reliable information, or both. Children have a right to grow up free from commercial pressures to buy – or pester their families to buy – fatty and/or sugary and/or salty foods that put their current and future health at risk. The UK Government needs to introduce legislation to protect children from advertising and promotions, targeted directly at children, which promote foods that contribute to an unhealthy diet. These include confectionery, crisps, savoury snacks, soft drinks and other processed products containing high levels of fat, sugar or salt, excessive consumption of which is known to be detrimental to children's health. Voluntary approaches are not working, so statutory controls are needed to end commercial activities which promote these foods specifically to children.

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Summary

Children in the United Kingdom spend more time watching television than they spend on any other single daily activity except sleeping, and the average adolescent spends more time watching television each year than attending school…
Author : teagandooley
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The case for and against control on advertising aimed at children
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