SUBJECT AREA Self improvement
CREATED ON 22nd November 2017

Article on Marketing Our Youth

American advertising is a large and formidable industry with costs approaching $250 billion from the USA alone, and more than $450 billion invested worldwide (Sivulka). A few of the biggest advertisers are the manufactures of meals, soft drinks, beer, and tobacco; a reality that has set several parents and child advocates on the defensive for many years. Presently the US uses a system of voluntary company self-regulation to control and track the majority of advertising activity, which places very few restrictions on what type of advertisements can be exhibited during which shows and how often. One of such limitations was enacted in 1990 by the FCC (Federal Communications Commission), which ruled that advertising to kids younger than 12 can't exceed 12 minutes a day on the weekdays and 10.5 minutes per hour on the weekends (Advertising Educational Foundation). This legislation was enacted in response to the coverage from the American Academy of Pediatrics that children younger than 8 years old lack the capacity to critically assess the advertisements that they see,” which means that young kids perceive ads as truth” (qtd. At Reinhart). While this legislation was step in the right direction, it has not been nearly enough, as most advertisers have found other times and methods in which to reach kids. As advertisements have grown in number and diversity, so have their capability to negatively impact today’s childhood. Over the past decade obesity, alcohol intake, smoking, and eating disorders have all increased in frequency among today’s youth. While it's sure that advertising alone is only one factor contributing to these negative results, current studies have affirmed; nevertheless, that it's in reality a top for...

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