Understanding the Impact of Advertising on Children and Redefining the Laws of Living in India

Dr. Sanjay Kumar Faculty ICFAI, Jaipur and

Dr. Pushp Lata

Assistant Professor Languages Group, FD-1 BITS, Pilani

Abstract The objective of this paper is to explore the harmful effects of advertising on childrens mental and physical health. The study includes the analysis and the impact of various advertisements, which appear on television screen in India. It also discusses at length how parents can help their children make better use of media by educating them regarding the susceptibilities of advertisement.

Media offers entertainment, culture, news, sports, and education. They play a vital role in our lives. While a number of factors influence the cultural values and life styles of a society, the overwhelming amount of advertising and its prevalence in mass media lead us to argue that advertising leaves an indelible imprint on our social and cultural values. Ronald Berman in his book Advertising and Social Change, says: The institutions of family, religion and education have grown noticeably weaker over each of the past three generations. The world itself seems to have grown more complex. In the absence of

traditional authority, advertising has become a kind of social guide. It depicts us in all the myriad situations possible to a life of free choice. It provides ideas about style, morality and behaviour.1 The same is true regarding the impact of advertising on children. Advertisements through various media have much to teach but some of what these advertisements teach may not be what we want our children to learn. The fundamental reason is that they cater to all sections of society and address to varied themes. Therefore, one of the most controversial topics advertisers must deal with is the issue of advertising to children. Impact of Advertising on Children According to an in depth research done on the influence of advertising on children it was found that children between the age of 2 and 11 watch an average of 21.5 hours of TV a week and may see between 22000 and 25,000 commercials a year.2 And its impact on children can not be overlooked. Television viewing which frequently limits childrens time for vital activities such as playing, reading, learning to talk, spending time with peers and family, storytelling, participating in regular exercise, and developing other necessary physical, mental and social skills, has become the major source of information and entertainment and mostly guides their thinking and living patterns. As far as children are concerned, in a matter of seconds, most of them can mimic a movie or TV character, sing an advertising jingle, or give other examples of what they have learnt from media. These examples may include naming a popular brand lets say from toothpaste to beer or from play fighting to striking a "sexy" pose. Most of the time the impact is not so immediate or obvious. It occurs slowly as children see and hear advertisements or actions in movies over and over. For instance when time and again they have watched fighting and other violence used as a way to "handle" conflict or they get an image that smoking cigarettes and taking alcohol make the user more cool and attractive, not unhealthy and deadly, immature minds get rather lured to all such habits which we may not want them to develop. Advertisements and movies also send kids a message that smoking and drinking make a person sexy. They get a message that everybody uses these things and

therefore there is no harm if they use either. It would not be an exaggeration to say that advertising in fact, sways teens to smoking and drinking. Teens, who see a lot of ads for beer, wine, liquor, and cigarettes, too admit that it provokes them to drinking and smoking. Alcohol-related problems have proliferated among teens in recent years and have resulted in many negative consequences such as gang rape, thefts, robbery, and murder, indiscipline in school and colleges and use of unfair means and above all untimely deaths and suicides. To our consternation, media heavily promotes unhealthy and malnutricious food like instant food, junk food and sachet packed food. On the contrary, it strongly advocates the viewers that they need to lose weight and be slim and thin. The glamorous presentation indirectly discourages people from taking up the tasks, which need physical activity. Advertising is affecting the whole world and India the country that has inherited a rich traditional culture and values, is no exception to it. Now let us trace some of the advertisements, which are appearing on television screen and how are they distressing the children in India. Advertising Causing an Alarming Change in Indian Milieu One revolution that advertisements have brought about in India is certainly that of reengineering the mindset. In a postmodern era, which also is a sort of post-god era as well, advertisement agencies are redefining the laws of living for Indians. They are quick to assess that a society that has long lost its sense of direction owing much to the loss of leadership at the top, are promptly replacing the heroes of the past the ones who now appear boring to the modern generation with their own versions of heroism. Obviously it is the star either of the celluloid or of the cricketing ground that befittingly fulfills the prerequisites of the hero for a society whose sense of destiny seems to be dwindling at a fast pace.

There is no surprise therefore that in place of Gandhi, Vivekanand or Mother Teresa or all those who gave away their lives for a higher, nobler cause it is Amitabh, the millennium star, Sharukh, the king khan , or Sachin, the cricketing genius who suggest that the word hero is only metaphorical and people should not expect anything real from their heroes. Naturally for an anxiety ridden and stress driven society, the TV screen spells a soothing escape from their own inadequacies and a harried existence and what they want is something simply entertaining or duly sensational to drown their own frustrations in the shadowy reality of the world. Therefore, rather than engaging people in a meaningful discussion, the idiot box is busy in enticing their viewers in seeing a world that arises essentially out of their make-believe assumptions. Thus, we see the millennium star dancing in comic exuberance and suggesting Kucch Meetha Ho Jaye to his audience for it is the time to celebrate the success of Pappu the quintessential, middle aged, balding nincompoop, who finally has managed to pass his matriculation. Since our millennium star does not mind suggesting that Cadbury Chocolate is as good as Meetha normally some sweets in typical Indian context people are led to believe that they can as well celebrate their festivals and success with chocolate. Hence it is through advertisements that the good-old sweets are getting replaced by chocolates. Advertisements are playing a crucial role in defining not only the patterns of understanding but they are focused also on changing the reactions such perception arouses in people. Good at reading the pulse of the masses, they are replacing the good old passions with new found obsessions. Hitting right at the adolescent adrenaline comes the advertisement announcing : Nayee Umang Nayee Tarang, Krish Ke Sang. Now we all know that Krish is a famous movie that is ardently watched by young boys and girls. The Krish referred to here in the advertisement however is a Pan Masala. By selecting a name familiar to people being the title of the movie, the advertiser is able to strike home the affinity of the product with the masses. Since they know that it is mostly kids and

youngsters who are charmed by such movies, it seems they are trying to bewitch them. However, since it is not lawful to sell intoxicating substance to youngsters, they write on the border of the advertisement the instruction Not for Minors. Quite deftly hence the advertisement is able to mesmerize the present as well as the prospective customers for their product. Branding their product after a popular movie, they successfully strike a cord of familiarity with their present as well as prospective customers. However, as they are supposed to play safe legally, they leave a footnote which renders their ploy safe and smart. Once more they target the soft minds those who either are ignorant of the games played on them or the ones whose sensibilities are plaint enough to be moulded to any formative construction. Somehow becoming a celebrity is seen as everyones catch these days. And in this make-believe world of ours, being with a celebrity is also looked up as being a celebrity in itself. Here again, the growing boys and girls display a rather strong zeal to be with the celebrities. Therefore, the advertisement for Tata Indicom lures them to be with celebrities from the celluloid and suggests coolly : Ajay, Kajol Aur Aap. Since it is now known to most of us thanks especially to television again where the breaking news usually is who is marrying whom that Ajay and Kajol are a family now, this invitation has the lure to take the reader into the cozy private comfort of a family fold. This advertisement does not fascinate only the youngsters but many grown-ups too might feel like sharing with a family of celebrities receive you, suggestions being that the buyer of Tata Indocom is no less than a celebrity himself. Advertisements are not only suggestive of an alternative life in action, they are attempting also to convert the very ethos and concept of a society which now ostensibly manifests the tendencies and attitudes that are capitalistic in tone and tenor. They therefore focus not on what does good but what looks and feels good physically and sensually. Consequently the idea of living big as propagated by the Infinity Club is centred on Winning in the Pool against Mr Sharma, followed by Cocktail Celebration in the Lounge Bar. It is not all that Infinity Club offers it has other, may be infinite,

lucrative offers which includes sharing Some Special Moments with Some Special Friends at a Multi - cuisine Restaurant, - something that again spells sensuality for the reader. If nothing of these works, they end their message hammering a stupendous idea in the mind : Zindagi Milti Hey Ek Bar, Jiyo Shan Se Live Big. Obviously, the idea of living big is confined to sheer physicality as the advertiser shares proudly the belief of not believing in anything else but the physical and temporal with the reader. It is because of this ideological shift, which refuses to recognize the world of emotion, or intellect that all efforts are made to satisfy only the sensuous and the sensual urges for that is all that we are supposed to be having with us. However, since being a human means not just existing like any other creature, but providing a meaningful construct to the existence such defined, living big physically or materially becomes an alternative method of appending meaningful assumptions to our otherwise meaningless, trite and drab existence. This strategy stems from a belief that life comes once and not forever, living it with metaphors of eternity and infinity is something that can give to it the connotations of meaningful existence. The advertisements today therefore are not just confining themselves to promoting the sale of a product; they are forcing a paradigm shift in the thinking patterns of the people. Hence a bold suggestion that since it is no longer possible to attain salvation through mind and soul let us achieve infinity by living big may be just at a physical level.

Causes of Controversy Much of the controversy over advertising stems from the ways many companies use it as a selling tool and form its impact on societys tastes, values and lifestyles. Critics argue that children are especially vulnerable to advertising because they lack the experience and knowledge to understand and evaluate critically the purpose of persuasive advertising appeals. However the concern over advertising and other forms of promotion directed at children is also receiving greater attention due to the increasing viewing options children

have as a result of the growth of cable television. Research has also shown that children do not perceive the selling intent of commercials, and cannot distinguish between reality and fantasy. A heated debate has ensued, since some of the critics charge that advertising to them is inherently unfair and deceptive and should be banned or severely restricted. This issue received a great deal of attention in 1979 in America. And as an outcome of this FTC report recommended banning all TV advertising for any product directed to or seen by audiences composed largely of children under age eight because they are too young to understand the selling intent of the advertising. It was debated intensely. Some favored regulations because of kids inability to evaluate advertising messages and make purchase decisions. The others opposed regulation because members of that group believed many self- regulatory mechanisms already existed and the appropriate places for restricting advertising to children was in the home.3 The group that holds the opinion that advertisers have a special responsibility to protect children from their own susceptibilities; says that advertisers should not stimulate unreasonable expectations of product or performance directly or indirectly by advertising. They must communicate accurately and truthfully knowing that children may learn practices from advertising that can affect their health or well-being. Moreover, they should bank on the positive aspects of life such as friendship, honesty, kindness, respect etc. Though some feel that the government is responsible for protecting children from the potentially harmful effects of advertising and other forms of promotion, we should stop bothering ourselves about regulations, since it comes under the domain of government. But we can always hold and maintain the other aspect of it very strongly that we being parents are ultimately responsible for teaching our kids what to see and how to interpret.

Set the Home Stage for Media Education When children are very young, most of the media use takes place in the home. Parents can help their children make better use of media by educating them and some of the following tips may serve as the guidelines for this purpose:

Play "Spot the Commercials."4 Help your child learn to tell the difference between a regular program and the commercials that support it. This may be tricky during children's shows because many commercials advertise toys based on TV characters.

Do a taste test to compare a heavily advertised brand with a generic or other nonadvertised brand. Try products such as cereals or soft drinks. Let your child and his friends tell the difference and judge how far advertising has influenced their guesses.

Look at the headlines, photos, and placements of articles in a newspaper. How do these affect which stories your child wants to read? Read a few stories and compare their content with their headlines and photos.

When you see a movie, video, or video game with your child, talk about the fact what happens on screen, may not happen in the "real" world. For example, would a person really be able to drive a car super fast, down narrow streets, without crashing?

While shopping, compare products with advertisements your child has seen. Look at the ingredients, label, or packaging. Is any of this information in the ad? Does the ad give any specific information about the product itself? How is the product different than it seemed from the ad or packaging?

Make them think what the advertisements claim may not prove to provide you the same comfort or taste or physique or quality. Talk about the difference between fantasy and reality.

How many brands of beer, cigarettes, or other such products can your child name? If she can name even one, this is a great way to begin talking about the power of advertising. Discuss the health risks of using these products and how the ads leave out that information.

Watch a music video with your child. What stories are the pictures telling? Does the story on screen match the meaning of the words in the song? How does the video make your child feel? Can your child note any stereotypical, violent, or

sexual images in the video? Is there any tobacco, alcohol, or drug use? Watch a music video or any other television programme which might interest them with the sound off and see how it is different.

Make a media plan. Schedule media times and choices in advance, just as you would other activities. A media plan helps everyone to choose and use media carefully.

Set media time limits. Limit children's total screen time. This includes time watching TV and videotapes, playing video and computer games, and surfing the Internet. One way to do this is to use a timer. When the timer goes off, your child's media time is up, no exceptions. The American Academy of Pediatrics recommends no more than 1 to 2 hours of quality TV and videos a day for older children and no screen time for children under the age of 2.

Set family guidelines for media content. Help children and teens choose shows, videos, and video games that are appropriate for their ages and interests. Get into the habit of checking the content ratings and parental advisories for all media. Use these ratings to decide what media are suitable for your child.

Be clear and consistent with children about media rules. If you do not approve of their media choice, explain why and help them choose something more appropriate.

Keep TV sets, VCRs, video games, and computers out of children's bedrooms. Develop the skills to question, analyze, and evaluate the advertisements they watch and see.

Conclusion The influence of the media and the advertising through it is extremely profound on the psychosocial development of children. If children are exposed to these media without adult supervision, they may have the deleterious effects as it has the potential to influence childrens eating habits, exercise habits, buying habits and mental health. It would not be an exaggeration to say that advertising shapes the consciousness of children. Because young minds do not understand persuasive intent in advertising, they are easy targets for commercial persuasion This is a critical concern because the most common products

marketed to children are sugared cereals, candies, sweets, sodas and snack foods. Parents' choices about their children's eating habits are undermined by junk food ads everyday. It is the responsibility of the advertisers and government to take into account the farreaching impact of advertisements on young brains. However, parents should also carry out their duty of imparting media education to their kids, since most of the media takes place at home.

References

Ronald Berman, Advertising and Social Change (Beverly Hills, CA: Sage, 1981), p. 13

Fer Erdogan, Michael J. Baker and Stephen Tagg, Selecting Celebrity Endorsers: The Practitioners Perspective, Journal of Advertising Research, Vol. 41, No. 43(May/June 2001), pp. 39-48 The Positive Case for Marketing Childrens Products to Children, Comments by the Association of National Advertising Agencies, and the American Advertising Federation before the Federal Trade Commision (November 24, 1978).

Robert M. Liebert and Joyce Sprafkin, The Early Window:Effects of Telivision on Children and Youth (New York: Pergamon, 1998).