The Impact of television advertising on child health and family spending - A Case Study

Abstract

Evidence is mounting that marketing to children is harmful. Nearly every aspect of children’s lives has been adversely affected by recent trends in advertising and marketing. Research links advertising to increased violence, obesity, and eating disorders in children, as well family stress and negative values. Children are especially vulnerable to persuasive messages. Advertisers of children's television used to appeal to the parents but now they appeal directly to children -- who do not have the emotional or cognitive tools to evaluate what's being sold to them. They are a showcase for "must have" items that parents are expected to buy, teaching our children to become consumers before they've even reached the age of three. This paper seeks to link between television advertising and its influence on child health and family spending.