【00012自考英语一教程电子书unit10A】Advertising to Children

2023-03-13 16:53:00

今喜帕教育

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Advertising to Children
    Children are a prime target for advertisers and salesmen across the world.  Not only are hey easily swayed by advertising,  they are also persuasive in encouraging their parents to buy a product.  lf a child wants something in their kid's locker, they will prod and annoy their parents until they get what they want.  Anyone who has seen a child pester its parents knows the lengths children can go to. All it takes is a little suggestion from a single advertisement to send them ontheir way.
    McDonald's at one stage advised employees to specifically target children.  In a campaign entitled "Kids are the Star", its employees were encouraged to pay special attention to children and to make sure they had a positive experience while eating at its restaurants.  The reason for this, naturally, was not that the McDonald's' corporation cared deeply about the well-being of children everywhere, but that the pester-power that children have is extraordinarily effective at bringing their parents back for more visits.
    The way that advertisers target children is simple. Big, bright lights, happy people and animated characters are all that is needed to encourage children to think a certain product is something they want.  This is because children are naive; they genuinely believe what an advertiser tells them. They do not realize that Ronald McDonald  is just a guy in a costume and make-up,  and that behind the counter of every McDonald's is a bunch of kids working in uncomfortable conditions for low pay.
    This poses a real moral dilemma for those who make the advertising decisions, or at least it should. While manipulating children into believing lies, especially encouraging them to eat unhealthy foods, is obviously bad, the purpose of business is to make money. How do you say no to an opportunity to reach such a wide audience of children, who act as advertisers themselves when they encourage other children and their parents to buy a particular product?
    One of the problems with  today's society is that we think in terms of striking a balance.There is a belief that the impact on children of being exposed to damaging media can be "weighed up"  against how much money can be made and how much power can be gained. When thinking like this is involved, it is no wonder today's world is rife with so many problems.
    The superficial reactions children get from eating McDonald's last about as long as they are at the place. This is not a coincidence; it is a deliberate ploy. The goal is that children arrive and consume high amounts of caffeine, salt, sugar and fat. Their bodies have an instant positive reaction, and by the time they're “coming down", you're on the way home.
    If you want what's best for your children, keep them away from the television as much as you possibly can. lt is bad for their brains, and ultimately bad for your wallet! Take them outside, not to McDonald's but to the beach or somewhere where they can enjoy life.

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