IO1 – Advertising to Children
Advertising and Culture
I do not think that advertising should be allowed. Advertising as Culture mentions that children’s brains are not developed enough yet to make up their own views (Wharton, 2013). Children’s brains are like a sponge and will soak up anything. Most of the toy or fast food commercials are during a Disney channel show or Nickelodeon. Even though children don’t exactly understand what they want, they know they want that McDonald’s toy that is being advertised on the commercial. It’s not all about the fast food commercials but the ads are also supporting obesity by dangling sugary drinks in front of children’s eyes. Coca Cola has vowed to know target children under the age of 12 (Coca-cola vows to, 2013).
In response to the question, should media companies that make brand placement deals be required to disclose such partnerships to consumers/viewers? I do not think that is should be required to disclose that information to the consumers/viewers. If I were told every time a brand placement ad was put on television, I really would ignore it. I wouldn’t care about all that information. Right now, it is okay with me to not know who owns what with the brand placement. Some consumer groups are discussing that advertising and brand placement is a deceptive way of giving out information. They are also upset because they don’t realize that they are being advertised to.
I believe that advertisements to children need to be approved by certain companies before they become official and allowed on television. FTC (Federal Trade Commission), CDCP (Centers for Disease Control and Prevention), FDA (Food and Drug Association), and DA (Department of Agriculture) are all on that list of companies that should be contacted before the advertisements go on television.
Obesity is something that is surrounding America even now more than ever. 17 percent of kinds in the United States are obese. Our genetic code has encouraged us to consume as many calories as possible, nowhere in our DNA is it written that we need to eat Big Macs, drink soda, or eat candy. These habits are taught and engraved in our brains as children. That is why advertising to children is not a good idea because they will inherit bad habits.
As a student of an advertising class I have recognized the different types of brand placement on a lot of different shows and television ads. I just saw a McDonald’s (Sifferlin, 2013) commercial on television just now and they were trying to advertise the kid’s meals now have apples as their side instead of French fry’s. The children have books in their hands, does that mean that children who eat fries are not as smart as children eating apples? I just thought that as interesting because they do not want to advertise to children to promote obesity, but they want to promote regardless if it is a bad message or good.
Brand placement is when media companies make deals with brands to show in films, TV shows, and other forms of media. A lot of the time consumers watch a certain TV show or movie and there is a brand in the media content without even realizing that it is there. Brand placement is very clever and sneaky, but a lot of people are not huge fans of it because of that very reason. The Federal Trade Commission (FTC) has not made any rules that require disclosure of any product placements n films or television. I guess there are some rules that require disclosure of companies that they are partners with in blogs and social media. Because of people’s personal lives on blogs and social media it is almost necessary for they’re to be information disclosing who is involved. Like I mentioned before, I do not think it is necessary for there to be disclosures to be made to consumer/viewers about certain products being put in films and TV shows.
Brand placement is everywhere you go, there is no getting away from it. It almost seems like it would take away from the message if at the end of the commercials it gives you all the details of the media company that it is partnered with. It doesn’t make sense to have all that information being disclosed, I mean what is the point? Brand placement is to help intrigue different audiences while they watch a show or movie. The placement of these brands is to connect to the viewers and reach a variety of consumers. It does cost a lot of money to do this, but in the long run they are reaching millions of people all at once and the US is the number one in the world with product placement.
I guess the reason why consumers are concerned with this issue is because they feel like the placement of these brands are pushing at their subconscious because they don’t realize that they are being advertised to because of where and when it happens. For example at the grocery store or even when you buy a bag of candy there is brand placement. It is tricky how many times you will buy something because a character is on the package or the store is in support of a certain company and that is why you shop there because you saw a famous person where it on a TV show or a movie. They believe it not truthful, basically unethical because it attracts a consumer/viewer without knowing.
I believe in the 21st century brand placement is probably the best idea to promote your product. There is not much else you can do now these days because people don’t read magazines or newspapers like they used to. The content they watch to get their information is all on the Internet or the television. I think it is a very good idea and if I ever have a company I will be looking for a media company to help sell my product doing whatever they can to get my product out there. The brand placement will keep growing as long as there are outlets to get product placements out there.
Coca-cola vows to reduce advertising to kids. (2013, May 8). Advertising age. Retrieved from http://adage.com/article/news/coca-cola-vows-reduce-advertising-kids/241359/
Petrecca, L. (2006, September 10). Product placement you can’t escape it. USA Today. Retrieved from http://usatoday30.usatoday.com/money/advertising/2006-10-10-ad-nauseum-usat_x.htm
Semuels, A (2008, July 30). Tracking product placement on TV. Chicago Tribune. Retrieve from http://articles.chicagotribune.com/2008-07-30/features/0807280334_1_product-placement-pq-media-advertisers
Sifferlin, A. (2013, August 9). Forget the food: Fast food ads aimed at kids feature lots of giveaways. Time. Retrieved from Coca-cola vows to reduce advertising to kids. (2013, May 8). Advertising age. Retrieved from http://healthland.time.com/2013/08/29/forget-the-food-fast-food-ads-aimed-at-kids-feature-lots-of-giveaways/
Wharton, C. (2013). Advertising as Culture. Chicago: Intellect.