Children and advertising

Advertising is part of our everyday life, no matter what we are dealing with, it will appear. If you stroll through the streets, it is in windows and on buses. You see it online, on television and in newspapers. If you go to the cinema on a Saturday or any day you will also be confronted with advertisements.

When asked how much influence advertising has on children's perception of themselves, I am sure that children’s childhood is affected by advertising. Children want to belong to a group and if belonging to a group involves a special brand or toys that is what they want.

At the seminar we spoke about our own wish lists when we were children. I remember how I sat and waited for the commercials to come so that I could tick off all that I wanted for Christmas. The toy company sponsored the Christmas calendar, which meant that both before and after it was sent advertising controlled what I wished for that year.

A few weeks ago we talked about popular culture in use as educational material. And one of the reasons why something has become popular culture is a worldwide mass production and a well-known brand which is being marketed. So obviously advertising affects the lives of children and the way they see themselves.

I think it is okay to make advertising directed at children, but it is important that the advertisers know their audience and airtime, so no children will be met by inappropriate advertising.

In Denmark we also teach about advertising, both the analysis part but also the production of it. It is a creative way to generate writing, sound, pictures and movies. Advertising contains it all. We  tried to make advertisements on the last seminar. IMovie is a good and useful way to produce movies, and if you do not want to film you can also make a film based on still images so there are many possibilities. It was easy to use and the children do not need a big introduction – you learn your way by exploring it.

When children learn to analyse commercials, there is a bigger chance for them to understand how they work, particullarly by producing them. It will enable them to build a more critical relationship with advertising.