RCS 362 Ethics in Advertising

Children and Advertising

Children are the most vulnerable targeted audience in the advertising industry. Starting as young as three years old, kids are able to recognize brand logos, but are not able to understand that commercials are trying to sell something to them. The average child views up to 40,000 commercials every year. Children who watch hours of television, want and desire the products being sold in the media. In fact, four hours of television programming contains about 100 ads.


Advertisements create interest in their products for children, by using cartoon and Disney characters, bright colors, and fun music to help engage kids, and persuade them to want their product. As the child gets old, their desire for the product increases, because more and more kids their age are getting these popular products making it a "mast have" item in society.

"Real life" characters such as Hannah Montana on the Disney channel, are used to sell a line of merchandise and promote certain T.V. shows in the media. One way of doing this is through T.V. ads, and look-a-like barbie dolls.

This merchandise can also include school supplies: Notebooks, pencils, lunch boxes, binders, and book bags.

Video and Board Games

Most parents do not want their children exposed to all of this advertisement in the media, but they are still sometimes bombarded with the merchandise through methods of fast food "happy meals." By getting small versions of the toys in the happy meals, this can enlighten their kid of this new toy, or increase their need for it. Below is a picture of a McDonald's happy meal promoting the "Bee" movie. Not only will the kids want to go see this movie, but they will probably want every toy, and every piece of merchandise that promotes this movie. To increase satisfaction and business, this picture shows the "healthy" route that some fast food restaurants are following. By replacing fries with apples, and soda with milk, McDonald's is trying to make the meal healthier for kids, therefore increasing the chance of getting more business from families.