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Concept
Advertising to children
Summary
Advertising to children refers to the act of advertising products or services to children as defined by national laws and advertising standards.
Advertising to children can take place on traditional media such as television, radio, , new media, internet and other electronic media. The use of packaging, in-store advertising, event sponsorship, and promotions can also be classified as advertising.
The United Nations Educational, Scientific and Cultural Organization (UNESCO) defines early childhood as ages 0–8 years. For the purposes of advertising law, the definition of a child varies from one jurisdiction to another. However, the age of 12 is commonly used as a cut-off point. This cut-off point is made in consideration of the widespread academic view that by age 12 children have developed their behavior as consumers, can effectively recognize advertising, and are able to adopt critical attitudes towards it.
In the 20th century, the compulsory education of children was established which consequently made school-age children the target audiences of many publications.
The publications in an attempt to raise potential sales, comic book promotion to the youth market rose in the 20th century. During this era, spot advertising (a form of advertising where advertisements appear between programs) came to be known as a prodigious way of advertising. Additionally, sponsorship arrangements became increasingly popular as an advertising medium. In the United States of America, advertisers sponsored television programs or films to promote their products through broadcast media.
With this rise in targeted advertising, concerns prevailed regarding advertising's ability to easily manipulate young children due to a limited ability to comprehend the implicit objective of advertisers. Such concerns drove the introduction of national laws and advertising standards. Through the 1970s, the Big Three television networks in the United States did not view children as a desirable target audience, because they had no income of their own.
Official source
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