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Week 12 - Moore.docx

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Philosophy 2730F/G
Ryan Robb

Moore 12/3/2012 8:30:00 AM Lecture 12 Moore  Children and Advertising  The Point: o Owing to a cessation of empirical research on the impact of advertising on children and the increased ‘range, level and sophistication of advertising targeted at children’ (pg. 165), it is necessary to conduct empirical research into the effects of advertising on children and revisit the debate over the acceptability of those practices.  Strategy: o Part I: Show that children are a market targeted by advertisers o Part II: Present the available evidence on the effects of advertising on children o Part III: Present existing controls on advertising and explain decreased research o Part IV: Outline new-media marketing strategies aimed at children o Part V: Present preliminary results of research on effects of advertising on children  I. Children as Targets o North American children view an average of 25,000 television commercials per year o The debate between opponents and supporters of advertising directed at children began in the 1970’s, and focuses on the ‘fairness’ of the practice:  Since children aren’t equipped to resist persuasive claims, it’s unfair to direct persuasive claims at them o With new media technologies, the exposure of children to more advertisements and to new forms of advertising has increased o In 1998, children spent $24 billion and influenced another $500 billion in purchasing behaviour o In 2002, $15 billion dollars was spent on advertising directed at children across all media o The primary source of exposure to advertising for children is television  II. Available Evidence o The concern over advertising to children is the belief that they are especially vulnerable because of their limited cognitive capacities o The basic assumption of this early research was that younger children, with weaker cognitive faculties, will be more vulnerable than older children o Two key elements involved in determining whether children can evaluate advertising:  They need to be able to distinguish between commercial and non-commercial content  They must be able to recognize the persuasive intent of advertising o Children seem able to recognize the persuasive intent of
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