A NEW report has concluded that adv

A NEW report has concluded that advertising managers are becoming increasingly interested in children. Studies show that children influence about 50 percent of things that families buy, so they are an attractive target for advertisers.
John Taylor, the author of the report and a lecturer at the Department of Media and Communications at the University of West London, says: 'Advertisers can reach their target in many ways. They can, for example, show an ad many times during school holidays, they can make the TV commercials a little louder than the programmes to attract attention, or they can sponsor programmes and show their commercials just before the programme begins.
Most advertisements aimed at children are short, imaginative
and often in the form of animated cartoons. 'Children love the adverts and watch them in the same way as any entertainment programme,' Taylor says.
There are concerns about advertising aimed at young people. The concerns are shared by Sarah Durham, a writer and journalise specialising in media analysis. The most worrying thing is that children do not think carefully when they see television advertisements. They are less critical than adults and do not usually realise that the advertisement has a persuasive message, to encourage them or their parents to spend as much money as possible on the product or service,' she says.
There are also concerns over the vast sums of money that junk food manufacturers spend on advertising to persuade children to buy their food products. Many advertisements, argues Durham, promote food that
is a lot higher in fat, salt and sugar than healthier alternatives. 'Many companies target children with offers of free toys, models of cartoon characters, gimmicky packaging and interactive websites. In most western countries, there are a lot more advertisements during children's TV for food than any other type of product, and these are mainly for confectionery, sweetened breakfast cereals and fast food restaurants.'
Government approaches to controlling advertising to children vary. In Sweden, one of the strictest countries where advertising is concerned, TV advertising to children under the age of 12 is banned. Greece bans television advertisements for children's toys between 7 a.m. and 10 p.m. Other countries, such as Denmark and the Netherlands, also have legal controls whereas France, Britain and Germany prefer self-regulation, arguing that the television industry should regulate itself and bring out a 'code of good conduct'.
Some countries are not as certain as the Swedes that advertising to children is harmful. The French argue that children need to see many advertisements so that they can develop their ability to think as they grow up. The belief is that advertising will help children to be more aware of its persuasive power.
This all means that there is little hope that the situation will be resolved by any kind of cross-European regulations. 'Because some countries are much more relaxed than others about advertising to children, the European Union is unable at present to have a common approach to the problem. Until the majority of member states are as sure as the Swedes of the harmful nature of advertising, the current indecision will continue,' concludes Taylor.

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A NEW report has concluded that advertising managers are becoming increasingly interested in children. Studies show that children influence about 50 percent of things that families buy, so they are an attractive target for advertisers.John Taylor, the author of the report and a lecturer at the Department of Media and Communications at the University of West London, says: 'Advertisers can reach their target in many ways. They can, for example, show an ad many times during school holidays, they can make the TV commercials a little louder than the programmes to attract attention, or they can sponsor programmes and show their commercials just before the programme begins.Most advertisements aimed at children are short, imaginativeand often in the form of animated cartoons. 'Children love the adverts and watch them in the same way as any entertainment programme,' Taylor says.There are concerns about advertising aimed at young people. The concerns are shared by Sarah Durham, a writer and journalise specialising in media analysis. The most worrying thing is that children do not think carefully when they see television advertisements. They are less critical than adults and do not usually realise that the advertisement has a persuasive message, to encourage them or their parents to spend as much money as possible on the product or service,' she says.There are also concerns over the vast sums of money that junk food manufacturers spend on advertising to persuade children to buy their food products. Many advertisements, argues Durham, promote food thatЭто намного выше в жир, соли и сахара, чем здоровые альтернативы. «Многие компании целевой детей с предложениями бесплатно игрушки, модели персонажей мультфильма, бесполезным упаковки и интерактивных веб-сайтов. В большинстве западных стран, есть намного больше рекламы во время детская TV для пищи, чем любой другой тип продукта, и они в основном для кондитерских изделий, сладкие завтраки и ресторанов быстрого питания.»Правительство подходы к контролю рекламы для детей различаются. В Швеции, один из строгих где реклама является заинтересованных стран, телевизионной рекламы для детей в возрасте до 12 запрещена. Греция запрет телевизионной рекламы для детских игрушек между 7 утра и 10 вечера Другие страны, как Дания и Нидерланды, также имеют правового контроля, тогда как Франция, Великобритания и Германия предпочитают саморегулирования, утверждая, что телевизионной индустрии должны регулировать себя и принести вне «кодекса поведения».Некоторые страны, как некоторые, как шведы, что реклама детям вредно. Французы утверждают, что дети нуждаются в том увидеть много рекламы, таким образом, чтобы они могли развивать их способности думать, как они растут. Убеждение в том, что реклама поможет детям быть более осведомлены о ее убедительной силы.Все это означает, что существует мало надеемся на то, что ситуация будет урегулирована любого рода кросс европейских правил. «Потому, что некоторые страны являются гораздо более расслабленным, чем другие о рекламе для детей, Европейский союз не может в настоящее время иметь общий подход к этой проблеме. До тех пор, пока большинство государств-членов уверены, как шведы вредный характер рекламы, текущий нерешительности будет продолжать,' заключает Тейлор.