Social Psychology and society. 2013. No. 1. P. 155-161.

T.Yu. MARINOVA, Candidate of Biological Sciences, Associate Professor, Professor of the Department theoretical foundations social psychology, etc. O. Dean of the Faculty of Social Psychology, Moscow City Psychological and Pedagogical University

The article examines the question of the nature of the perception of advertising and, above all, television advertising, children and adolescents, as well as their parents.

Based on a number of studies, including his own, the author showed how the time a child spends in front of the TV correlates with the degree of “clogging” of his speech with advertising slogans, how ready parents are to refuse their child to buy advertised, but harmful and useless product and whether this failure is a fatal cause aggressive behavior disappointed developing personality, is there a direct connection between the child’s age and the level of his trust in advertising material.

Keywords Keywords: children and adolescents, parents, television advertising, perception of advertising, emotional memory.

As you know, the goal of advertising has always been the presentation, presentation of a consumer product to the buyer in in the best possible way and, of course, encouraging him to make a purchase. Every day we come across a huge number of different advertisements, but out of its flow, only a small part attracts our close attention. As a rule, this is connected not only and not so much with the design and printing of advertising material, but with the fact that the psychological and psychophysiological characteristics of the consumer and the specifics of the target audience are not always taken into account.

Human perception is selective by nature, so advertising attracts attention only when it takes into account the buyer’s interest, the characteristics of his motivation and needs. When a need forces a person to act, it becomes a motive and its satisfaction relieves a person’s psychological stress. It is clear that in these circumstances, in order to successfully promote a product, an advertiser must have an understanding of the motives and needs of potential buyers. This helps to understand how different products or services fit the consumer's plans and goals, and (in accordance with the data obtained) build a specific advertising campaign. In addition, past experience has a significant influence on the consumer, who usually highlights familiar objects in advertising material, which is, in particular, used in repetitive advertising. The peculiarities of the organization of perception lead to the fact that a complete, in terms of content, holistic picture appears in a person even when some details are missing. This principle is actively used by the creators of advertising for both children and adults.

Television advertising is of particular interest to children and adolescents. TV advertising is relatively new, but quite effective method influence on consumers. At the same time, this is also the most expensive way of advertising. An advertising video that is shown many times on television is firmly “embedded” in our consciousness and “deposited” in the unconscious. Today, television is often used by some advertisers to manipulate human consciousness and behavior. In this sense, it is a leader among other means mass media in its power of influence, because it simultaneously affects both vision and hearing.

There are several types of television advertising - placing a brand name or motto on the screen, sponsoring various programs, ticker tape and, of course, commercials. It is the latter, according to a number of experts, that have the greatest psychological impact.

Many researchers of the effects of television on human behavior pay attention to the ethical side of television advertising, noting that advertising of luxury goods, expensive products that the majority of the population cannot buy, leads to negative emotions and, as a result, to a depressed mental state of television viewers.

The main advantage of television advertising is its high emotional persuasiveness. The experience of any situations that have a strong emotional coloring is built into human memory, which is a fairly reliable and stable structure. Emotional memory has a great influence on decision-making, since the basic principle of its operation - “like / dislike” - is quite categorical.

Emotions are always subjective. When we watch a commercial, we don’t just see some advertising information, we involuntarily pass through what we see through ourselves and emotionally experience what is happening on the television screen.

A successful purchase almost always evokes positive emotions, leaving a mark on the emotional memory. In addition, the emergence of positive emotions leads to an activation of the sense of humor and, as a result, to additional consolidation in memory new information. In cases where the offered product does not cause emotional feelings in a person, then, as a rule, there is no desire to make a purchase, unless we are talking about a forced necessity, a “boring obligation.”

In a small experiment, we tried to identify how an emotionally charged attitude towards a product shapes consumer behavior adults. 27 men and women aged 20 to 49 years participated in this study. To watch, they were presented with two toothpaste commercials with different emotional overtones. The first video showed only a beautiful smile and white teeth, while the second video had a pronounced emotionally negative load: blood, damaged teeth, falling out. Before watching the advertisement, the instructions were given: “You are asked to watch two videos advertising toothpaste and answer the following questions:

1. What emotions does video No. 1 evoke in you?;
2. What emotions does video No. 2 evoke in you?;
3. Which of the proposed toothpastes would you purchase after watching these videos?
4. Why did you make this choice?

According to the study, 14 people experienced positive emotions in relation to the first video. Only 3 people experienced positive emotions in relation to the second video. But despite the fact that the second video carries a sharply negative emotional connotation, this particular toothpaste was chosen for further purchase by 15 people - the majority of the subjects, motivating their behavior with the desire to have not just beautiful, but most importantly healthy teeth, in order to visit the dentist less often. That is, it is not just positive or negative emotions that arise when viewing advertising that influence the buyer’s choice, but an extremely important role is associated with the characteristics of the perception process, in particular, with the formation of a perceptual image. Thus, a person evaluates the emerging advertising image, ultimately shaping his further behavior.

Children's television advertising also differs in a number of specific features that are “set” by the age of the target audience. A child (especially in the first years of life) has poor concentration and is unable to get carried away with something. long time. Advertising videos with their short duration of twenty to thirty seconds perfectly meet these requirements; in addition, they are usually bright and contrasting, which naturally attracts the child’s attention. Many young parents have repeatedly noticed that their children, who still cannot speak properly, very often pay attention to television advertising, and often remain indifferent to other programs. Commercials for a baby are a kind of bright and loud rattle that is used to attract his attention. Television workers do not use any special technologies in their programs that affect the psyche of children, since from a marketing perspective, such “manipulations” do not make sense: simply children who cannot speak cannot seriously influence their parents in order to purchase advertised products. goods.

According to a number of authors, up to the age of 5-6 years, children recognize negative emotions much worse than positive ones. And since a child better recognizes positive emotions, such as laughter, joy, a feature of most commercial advertising stories aimed at children is a positive background, which children have less difficulty understanding. Only by the age of six, according to O.A. Prusakova and E.I. Lebedeva, a normally developing child begins to fully differentiate the positive and negative emotions of characters in television advertising.

In commercials for children, the “actors” are often not peers of the target audience, but children who are two to three years older than those to whom the advertising material is addressed. This practice is justified by the fact that the child wants to grow up quickly or at least just appear older, and for this it is necessary to dress and behave like elders. As for teenagers, advertising for them widely uses images of their idols, significant and, most importantly, “iconic” movie characters that evoke positive emotions and associations.

Advertising in general, and television in particular, is one of the most powerful types of social influence on a person. It helps the child stay on the same level with his peers: talk on the same topics, keep abreast of fashion news, play certain games, etc. Television advertising is one of the ways for children to understand and evaluate social influences that ensure the effectiveness of socialization in modern times. world.

The child needs all this to maintain his status among friends and to be accepted into a certain social circle. This is why children are so sensitive to advertised products. It is generally accepted that the decision to buy something for a child is made solely by the parents. But in fact, not only do modern children themselves choose what they want, but they also sometimes have a decisive influence on their parents, practically forcing them to spend money generated by advertising.

“Children’s advertising” can have a positive impact in developmental terms. For example, the development of memory or the fact that a child begins to more or less adequately navigate both specific goods and his actual needs can be regarded as a real socialization acquisition. But in this sense, “children’s advertising” carries a number of obvious “disadvantages” - most of the advertised products are not healthy, especially for the child’s body (chewing gum, chips, soda, “fast food” dishes, etc.). Parents often buy these products for their children, although they understand that they are harmful, but are not able to resist the persistent “demands and entreaties” of their child. In addition, advertising can cause open aggression in children, which can happen if the advertisement interrupts the viewing of a favorite “cartoon” or children’s television series, or because the advertised “desirable” goods or services are a priori not yet available to the child due to his age. An undoubted social danger of “children’s advertising” is the fact that often an adult’s own material capabilities do not correspond to the child’s needs, “spurred on” by advertising, which can lead to bitterness and even open aggression of a particular child towards, for example, his parents.

As a rule, parents who buy a product for their child are guided by the popularity of the brand. By the way, the fact of this fame can be imposed on them by the children themselves. At the same time, preschoolers and primary schoolchildren strive to get what they often hear about on TV or know from their peers, since at this ontogenetic stage of their development, first of all, they try to successfully solve the personal task of “being like everyone else” and being perceived by the reference environment as such. Teenagers are constantly expanding their range of desired goods, since the personal task facing them, which is predominantly of an individualization nature, stimulates experimentation and attempts to try something new. Moreover, the older the developing personality becomes, the more critical she begins to be about advertising.

In addition, a child, like an adult, in order to form his own, subjective and individual attitude to the content of advertising, must be able to understand its meaning. Understanding advertising, as well as solving other problems, naturally requires the ability to reason logically. But in order to understand and highlight advertising material, distinguishing it from other information, it is not necessary to use the same types logical constructions, which are used to solve other types of problems. So, N.N. Talanova conducted a study of the age dynamics of understanding advertising by preschoolers and came to the conclusion that understanding the content of television advertising is very different among children of different ages. Children under three years old find it difficult to understand the meaning and plot of television advertising, even if it concerns children's products. At this age, the child is able to isolate only individual parts of the plot without a meaningfully holistic understanding and comprehension of what he sees. By the age of four, a child is already able to retell the plot, but, as a rule, cannot explain the actions of the characters and the meaning of what is happening within the advertising material. Only by the age of five or six do children begin to understand the essence of advertising, recognize the emotions of characters, and can explain the peculiarities of their behavior. By school age, a child is already able to understand the meaning of what he sees and, if necessary, critically evaluate it, giving reasonable arguments in favor of his conclusions.

Various surveys have shown that among primary schoolchildren the most popular TV advertisements are various food and beverages, toys and a variety of games, followed by sports advertisements and advertisements featuring animals, and finally, advertisements of cartoons and films for children. At the same time, no obvious differences in preferences were revealed between boys and girls, except for one - on household appliances Only boys pay attention.

According to data obtained by N.N. Avdeeva and N.A. Fominykh, the number of children who trust certain advertising products decreases with age. More than 55% of preschoolers trust advertising unconditionally. Among junior schoolchildren who perceive television advertising more consciously and critically, only 23-30% of children trust it, and more than half categorically do not trust it. Teenagers, both younger and older, have little or no trust in advertising messages. A comparison of responses to the question about trust in advertising by parents and their children showed very high level agreement between their assessments: 60% - in preparatory group; 69.2 - among first-grade students and 77% - among second-graders. All this undoubtedly suggests that the nature of children’s perception of television advertising is significantly influenced by their parents.

This conclusion is also supported by data that children have a good idea of ​​how their parents feel about certain advertised products.

We conducted an empirical study of the influence of television advertising on children and their parents. 36 people aged from 28 to 49 years old, with children aged from 9 to 12 years old, took part in the survey.

As part of the questionnaire offered to respondents, they were required to answer the following set of questions.

2. Do you think large quantity unnecessary and unjustified purchases are made by:

A) women

B) men

3. When purchasing any product for your child, what do you pay attention to? Indicate in descending order the main criteria by which you choose food or toys for your child.

4. How many hours a day does your child spend near the TV?

A) he doesn't watch TV

B) no more than 1-2 hours

B) more than 2 hours

D) more than 6 hours

D) is constantly in front of the TV

A) no, never

B) very rarely

B) quite often

D) yes, all the time

6. Are there situations when you cannot resist a child’s request to buy an unnecessary and unhealthy product?

7. Have there been times when a child behaved aggressively towards you after you were unable to buy him what he asked for?

Based on the results of the survey, the following results were obtained:

• 6.25% of parents said that their child does not watch TV at all, 43.75% of parents claim that their child spends no more than 1-2 hours near the TV, 37.5% - more than 2 hours, 12.5% ​​- more than 6 hours ;
• 12.5% ​​of parents claim that their children never repeat advertising slogans, 75% admitted that their child rarely, but still repeats phrases from advertising videos, 12.5% ​​noted that they often hear advertising cliches from the lips of their children ;
• 62.5% of respondents admitted that there were cases when they could not resist the persuasion of a child to buy him an obviously harmful product; 37.5% of parents can refuse their child only if there is an obvious threat to his health;
• 25% of parents claim that they encountered a child’s aggression in response to a refusal to buy something, 75% of parents said that they did not come face to face with a child’s aggression towards them;
• When purchasing any product for their child, parents pay more attention to the quality of the product and its shelf life: 50% indicated the quality of the product; 43.75% - noted the expiration date; 37.5% - the price of the item being purchased;

37.5% of parents are interested in the brand of the product, that is, the manufacturer (they, as a rule, trust only well-known manufacturers); 31.25% - are primarily interested in the composition of what they buy; 25% indicated the usefulness of what they were buying, and only 12.5% ​​of parents noted that they were buying what the child needed and was safe for his health and life.

In addition, various answers were received to the first question regarding the definition of the term “advertising” itself. Starting with the most common “advertising is the engine of trade” and ending with such “definitions” as “advertising is useless information”, “advertising is praising a product in order to purchase it”, advertising is “useless and zombie information”.

The results of the study allow us to draw the following conclusions:

• how bigger baby watches TV, the more often phrases from commercials appear in his vocabulary;
• a significant number of parents are unable to resist their children’s persuasion to buy goods harmful to their health;
• refusing a child to buy a product he wants, as a rule, does not give rise to aggressive behavior towards parents (this occurs only in a quarter of cases).

Among preschoolers, more than half enjoy watching television advertisements, but why older child, the more critically he begins to treat her. Teenagers and most parents do not trust advertising materials. At the same time, a developing personality often simply follows the lead of the opinions and attitudes imposed on her by advertising, not yet being able to distinguish between reality and a well-used advertising ploy.

It should be noted that television advertising, being an integral part of our modern life, has both a personal developmental and a personally traumatic impact, first of all, on children - the most trusting and grateful audience for the advertiser. To a decisive extent, it depends on parents so that by triggering the subtle mechanisms of human emotions and motivation, good-quality advertising actually becomes one of the qualitatively significant factors social adaptation and the formation of a modern child.

LITERATURE

1. Avdeeva N.N., Fominykh N.A. The influence of television advertising on children and adolescents.
2. Groshev I.V., Morozova L.V. Features of the impact of elements of shocking advertising on consumer behavior // Social psychology and society. 2012. No. 1.
3. Zazykin V.G. Psychology of advertising. M., 1992.
4. Lebedev-Lyubimov A. Psychology of advertising. St. Petersburg, 2002.
5. Moser K. Psychology of marketing and advertising. Kharkov, 2004.
6. Mokshantsev R.I. Psychology of advertising. Tutorial. M.; Novosibirsk, 2001.
7. Sergienko E.A., Lebedeva E.I., Prusakova O.A. Model of the psyche in human ontogenesis. M., 2009.
8. Talanova N.N. Understanding television advertising and social interactions from 3 to 6 years of age // Psychological research: electronic Science Magazine. 2011. № 3 (17).

Marinova T.Yu. On the perception of television advertising by children and their parents // Social psychology and society. 2013. No. 1. P. 155-161.

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Teenagers today are in a situation of choice, and this situation is often very difficult. They have to choose between different views and different ideas, and what is especially difficult is to form their own picture of the world. As we have already found out, television serves as an important source of information that expands knowledge about the world. The image of the world over the past few decades has been shaped to a large extent by television.

It is television advertising that we will pay the most attention to due to the reasons already mentioned (combining video and audio in a television commercial, greatest accessibility, large audience, etc.), although much of what will be discussed below, in one form or another, to the extent possible, presented in all other types of advertising products.

Advertising is one of the most strong means, laying down certain, preferred models of behavior. Under the influence of advertising, children and adolescents can and do develop new needs and expectations. If the product is intended for children, then advertising not only encourages them to initiate purchases by their parents, but also stimulates independent purchases, and 60% of younger children school age They buy ice cream, sweets, crackers and chips themselves. Thus, children develop not only social models, but also consumer behavior.

2. Advertising as a “model” of interpersonal relationships (between opposite sexes, different generations, etc.), which in the overwhelming majority of cases are copied by young people because of the confidence that this is how certain relationships are arranged (here the function of “imitation” is performed);

The results can be conditionally grouped depending on two characteristics:

In the first chapter we looked at theoretical analysis problems of the influence of advertising on the psyche of a teenager and found that without a doubt advertising, especially television advertising, has a formative influence on the psyche of adolescents. There are positive and negative points. Every psychologist and parent has their own opinion. And this influence occurs through his psychophysiological characteristics, since a teenager of 14-17 years old leads a very rich inner life.

Advertising influences children, children influence the market. American marketers estimate the “consumer value” of a child at $100 thousand - this is exactly how much one American should spend on purchases throughout his life. Every year, the average American child sees 40 thousand television advertisements.

In the early 1990s, when the United States spent no more than $100 million annually on advertising aimed at children, American parents and teachers worried that a generation was growing that would consider the amount of money and possessions most important to them. In the 2000s, America spent $12 billion annually on advertising to children.

Allen Kanner, a psychologist, believes that consumerism is growing among children.

“Children become greedy consumers,” says the psychologist. - When I ask them what will you do when you grow up, they answer that they will make money. When they discuss their friends, they talk about their clothes, the brands of clothes they wear, and not at all about their human qualities.”

The age at which advertising is aimed is constantly decreasing. Now a two-year-old child is a full-fledged object of influence from television and other types of advertising. And such advertising does not pass without a trace. According to recent research by Dr. Kanner, the average three-year-old American child knows 100 different brands. Every year an American teenager spends fashionable clothes and shoes $1.4 thousand.

The company's strategy is clearly determined by the psychology of children. Marketing professor James McNeil believes that a child is interesting to the market and advertising producers for three reasons: first, he has his own money and spends it, often obeying advertising; secondly, it influences parents' decisions about what to buy; and thirdly, by the time a child grows up, his consumer needs and habits are already formed, thanks to the advertising that he saw in his distant childhood.

In the 1960s, parents of children ages 2 to 14 spent a total of $5 billion annually under the influence of their children. In the 1970s, this figure was $20 billion, in 1984 it grew to $50 billion, in 1990 - to $132 billion. James McNeil provides the following data: every year schoolchildren primary school(children ages 6 to 12) have approximately $15 billion of their own money at their disposal, $11 billion of which they spend on toys, clothes, candy and breakfast. Additionally, parents spent about $160 billion a year influenced by their children's preferences. Just a few years later, there was a significant increase in these expenses. In 1997, children under the age of 12 spent more than $24 billion of their own money, while their direct influence led to an additional $188 billion in household spending.

In 1999, a group of 60 psychologists wrote an open letter to the American Psychological Association, demanding that the Association take a stand on advertising directed at children, which the letter's authors said was unethical and dangerous. Psychologists called for research psychological techniques used in commercial children's advertising, publish the results of these studies and evaluate these technologies ethically, and develop strategies that would protect children from commercial manipulation.

Later similar studies were carried out. One of the conclusions of the Association: television advertising instills unhealthy habits in children. Studies have shown that a child under the age of 8 is not able to critically perceive such advertising and is inclined to treat it with complete confidence.

Considering that some of the most advertised products include candy, sugar-sweetened cereals, sugary drinks and all kinds of snacks, advertising thus creates the wrong idea of ​​healthy balanced diet. The American Psychological Association has recommended a ban on all types of advertising aimed at children under 8 years of age. However, no serious measures were taken to restrict children's advertising. Advocates for children's advertising cite children's rights as consumers. Officials - for freedom of speech and entrepreneurship Washington ProFile - http://4btl.ru/info/news/4083.

Russian psychologists also provide disappointing data.

“Kids really love watching commercials. “Little children are primarily attracted to a bright picture and a funny story, and only then to the advertised product,” say representatives of the research company. Moreover, the older the child gets, the less he watches advertising. According to data obtained by ITAR-TASS, if at the age of 9 44.8% of children watch a TV commercial to the end, then by the age of 19 - only 15.9%. The youth audience aged 20 to 24 is slightly more active—18.2% of respondents watch television advertising.”

Firstly, time and money. Advertising is an expensive pleasure, and the price does not incline the advertiser to detailed characteristics product, its goal is to state the essence as concisely as possible. The consumer also does not have time for lengthy discussions about the product; his goal is to obtain maximum information in a short time. The advertisement is informative and easy to remember. Moreover, children remember it easier than adults, since their heads are not so filled with various information.

Secondly, the frantic rhythm of life in a modern metropolis. Parents simply do not have the time or energy left to raise their children or to give long explanations about what is good and what is bad. Adults are accustomed to short, chopped phrases, and children adapt to them and, as a result, begin to think in slogans in the same way as their parents once thought in sayings and proverbs.

Thirdly, it is human nature to save energy, including mental energy. Proverbs, sayings, advertising slogans are cliches, stereotypes. “Mercedes is cool,” “Time flies with Fat Man,” etc. - the slogans are categorical. Which, in turn, leaves no room for endless childish “why?”

Advertising, being a simplified pattern of behavior, gives the child the opportunity to develop. He constantly masters the stereotype of adult behavior, and games and fairy tales help him with this. In fairy tales, children are offered solutions to what is right and what is wrong, how to act in certain situations. Through play, children develop their own behavioral scenarios. Advertising in the perception of a child is a synthesis of games and fairy tales. The characters in commercials are simple and linear, their desires and actions are devoid of nuances and are understandable to a child.

The desire to protect children from the harmful effects of advertising, television, and the Internet is just the result of the fact that parents do not pay due attention to their children and fail to cope with their responsibilities.

Children dream of expensive toys because they see them in the store and from other children, and not because they watched an advertisement.

On nervous system a child can be negatively influenced by any element of any advertisement, such as the kitten, puppy or hedgehog that the child dreams of, or the friendly atmosphere in the advertising family.

Anti-tobacco, anti-alcohol and any “anti-harmful” advertising, overloaded useful tips and stories about the dangers of the product, children and adolescents are frightened and repelled.

Children begin to smoke and drink alcohol earlier than statistics believe, and actively advertised beer among the drinks consumed is a completely harmless thing.

First of all, the child imitates the closest adults or tries to behave differently from them. Financial situation and social status families, ways of spending leisure time, family relationships - these are what influence children. Advertising plays a minor role Alina Dudareva. Attention! Children! - http://rupr.ru/art/raznoe-vnimanie_deti.php.

Each age period has characteristics development of the child, the formation of his idea of ​​the world, his understanding and acceptance of what is happening A.A. Rean “Human psychology from birth to death. Complete course in developmental psychology: tutorial" Golden Psyche - 2001..

Early childhood (age from 2 to 6 years) is characterized by the active development of all cognitive processes - methodology of analysis, synthesis of information, understanding of the processes that occur around, the development of associative thinking.

An important place in the development of a child’s personality during this period is occupied by aesthetic feelings: a sense of beauty and ugliness, a sense of harmony, a sense of rhythm, a sense of the comic.

Due to the fact that at this age the so-called social emotions are formed - a person’s experience of his relationship to the people around him, the child gains his main life experience from participating in communication and from observing the people around him. As soon as an advertisement comes into the child’s field of vision, he, because of its attractiveness and brightness, begins to analyze, trying as much as possible to transfer the behavior patterns that he sees in short videos to his own behavior.

Commercials offer simple methods problem solving: if you can’t do your homework, eat chips; if you are ugly, put on jeans from a famous brand - and all men will fall at your feet. You don’t have to do anything, you don’t have to think - just eat and wear what is offered to you from the screen. All decisions for the child have already been made, and this limits the work of thinking and, in the end, negatively affects the intellect. Advertising information has incredible strength suggestions and is perceived by children as something undeniable. If adults are able to draw the line between real world and the virtual world of advertising, then children cannot do this. Small child literally understands everything he sees and hears. Heroes of advertising for him - real characters- bright and attractive. And their lifestyle, tastes, preferences, manner of speaking become a standard - often quite dubious Olesya Volkova. Children's health. The influence of advertising on children. My baby and me, No. 7, 2007.

An important place in the development of a child is occupied by aesthetic feelings: feelings of beauty and ugliness, a sense of harmony, a sense of rhythm, a sense of the comic. At this age, the child begins to navigate concepts such as truth and lies. But advertising images can disrupt a child’s correct ideas about such concepts.

On the other hand, the heroes of television series (Smeshariki, Red Up, etc.) or images of idols - famous football players, actors or musicians, whom they strive to imitate and the products they advertise form the basis of a children's subculture, outside of which it is difficult for a child to establish communication with peers. For children, this is information about what is on this moment relevant and fashionable. From an early age, advertising teaches a child to navigate the adult world of commodity-money relationships.

Young children are primarily attracted by the movement on the screen and a bright picture, rather than the meaning of the advertising message, psychologists say. - The flow of semantic information is perceived by them unconsciously. This is based on the physiological feature of perception: a person’s attention is focused on changes in the surrounding space, and not on what is unchanged. Without additional volitional effort, a person cannot concentrate on a stationary object for a long time. Fatigue accumulates and attention switches spontaneously. And vice versa - the greater the changes, the stronger the attention to them.

In this regard, it should be noted that advertising negatively affects the health of the child. The fragile body is affected by radiation from the screen, flashing bright spots of color, and frequent changes of images. Flashing pictures negatively affect the child’s visual system as a whole (and not just the eyes), the functioning of the heart and brain, and frequent changes of images weaken attention. And one more thing - advertising persistently accustoms children to consume harmful products. In addition, rapid changes in video frames, changes in image scale and sound intensity, freeze frames and audiovisual special effects injure the nervous system and cause increased excitability in children early age. Advertising has a negative impact on personal development. Children are imposed ideals of beauty, life goals, and a way of existence that are extremely far from reality. Nevertheless, they are forced to strive for this, to compare themselves with the “ideal”. The child’s consciousness gradually turns into a repository of stereotypes.

Considering the older age period (from 6 to 12 years), it should be noted that this is the period when the child’s general growth occurs - the expansion of his range of interests, the development of self-awareness, new experience of communicating with peers - all this leads to an intensive growth of socially valuable motives and experiences, such as sympathy for the grief of others, the ability to selfless self-sacrifice, etc.

During this period, it is formed logical thinking, the ability to build logical chains and analyze ongoing processes. Memory develops. And, in principle, the child’s intellectual potential is formed - a characteristic of his mental development.

Thus, the child will have formed false values: advertising of expensive products, luxury items that are inaccessible to the majority of the population, leads to negative emotional reactions. Very often, modern domestic advertising features things that, according to ethical laws, are not discussed publicly. Repeated repetition of such stories can also create a depressing mental condition TV viewers. If we also take into account the general psychological background of domestic television broadcasting, which introduces an imbalance in social and interpersonal relationships people, reduces a person’s resistance to various diseases, then this also becomes a medical problem. In a word, it would not be an exaggeration to say that by triggering the subtle mechanisms of human emotions and motivation, advertising essentially shapes modern man.

Thanks to advertising, a child may develop life stereotypes: a Mercedes or an apartment on Rublevka, this can be changed, the worse thing is that the child sees around him a lot of advertising that promotes the so-called. narcotic drugs. Some public figures argue that advertising alcoholic drinks and cigarettes makes young people smoke and drink. But psychological attachment to this is formed in childhood. The child sees screaming people in front of him, vivid images. Some beer advertising is based on contradictions. The inquisitive mind of a child remembers such images.

Adopted on March 13, 2006 the federal law Russian Federation No. 38-FZ “On Advertising”. For the purposes of the law, it is noted: the development of goods and services, the implementation of the consumer’s right to receive fair and decent advertising.

And in article No. 6, which has the wording “Protection of adults in advertising,” the legal basis for “... protecting minors from abuse of their trust and lack of experience in advertising...” Federal Law No. 38 “On Advertising” is discussed.

Stating the fact of the significant influence of advertising on the formation of preschoolers, schoolchildren, and subsequently young people, one cannot fail to note its destructive role in the process of socialization of the younger generation, in the formation and strengthening of the positive social and moral qualities of children http://alleksandrik.livejournal.com/ 9595.html.

The information provided indicates that advertising negatively affects the development of a child, although some also find positive aspects in children viewing advertising. To make sure that advertising is harmful to teenagers, we conducted a survey among schoolchildren and adults, the results of which are presented in the next chapter.

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Presentation - The influence of advertising on the psyche of a teenager

Text of this presentation

The topic of this work is the influence of advertising on the psyche of a teenager. The object of the study is advertising and its influence. The purpose of the work is to study the impact of advertising on the health and psyche of a teenager. The goal involves the following tasks: 1. Consider how advertising influences teenagers. 2. Investigate the problems that arise after viewing advertisements. 3. Find out the causes of problems and find ways to solve them

We put forward the following hypothesis: Advertising has a strong impact on the formation and development of attitudes towards the outside world and reality, as well as the personal relationships of adolescents. The practical significance of the study lies in the use of the materials of this work so that people understand how advertising affects them.

Today it is impossible to simply walk down the street of a metropolis and not come across an abundance of all kinds of advertising; it is everywhere: on billboards, posters, leaflets, awnings, in newspapers, on television, etc. Advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at attracting attention to the object of advertising, generating or maintaining interest in it and promoting it on the market.

According to the All-Russian study “Russian teenagers in the information world.” “In the structure of leisure time, television viewing is in first place among adolescents, while reading is in fourth place.” Accordingly, most often teenagers will come across commercials broadcast on television. In second place, most likely, will be outdoor advertising, then Internet advertising, radio advertising, and in newspapers and magazines.

The purpose of our study, conducted among students of MOUSOSH 24 in Kopeisk, was to study the influence of television advertising on the psyche of children of different age groups. 74 students took part in the study, of which 46 were middle school students (grades 6-8) and 28 were high school students (grades 9-11).

Attitude to advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total
Positive 19% - 17% - - 7.2%
Negative 30% 43% 29% 33% 41% 35.2%
Indifferent 48% 57% 57% 67% 59% 57.6%
The study revealed that the majority of schoolchildren (57.6%) are indifferent to advertising, not reacting to it in any way, but, of course, there are those who perceive advertising negatively - 35.2%.

Whether a teenager believes what is being communicated in an advertisement can be determined from the data. Younger teenagers (students in grades 6-8) believe advertising the most. The number of children who trust certain advertising products decreases with age. We can conclude that the attitude of high school students to advertising is more conscious and critical.
Trust in advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total
Yes - - - - - 0%
No 37% 42% 36% 73% 57% 49%
Partially 63% 58% 64% 27% 43% 51%

When it starts, 42.8% of teenagers immediately switch to another channel (see Table 4), 46.6% go somewhere and only 10.6% watch it (mostly middle-level children).
Actions during advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total
I watch it 23% 16% 14% - - 10.6%
I switch to another channel 39% 38% 32% 54% 51% 42.8%
I'm going somewhere 38% 46% 54% 46% 49% 46.6%

According to the survey, 67% of schoolchildren do not always understand the meaning of this or that advertisement (see Table 5), and an interesting pattern was revealed: the understanding of the content of advertising does not increase, but decreases, from moving to senior level. This is probably due to the fact that older teenagers are more thoughtful about what they see on the TV screen.
Is the content of an advertisement always clear? Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total
Yes 54% 58% 43% 38% 42% 47%
No 46% 42% 57% 62% 58% 53%

The survey revealed that only 4% of parents comment on advertising and somehow point out its shortcomings to their children, the remaining 95.8% do not pay attention to it
Parents' attitude towards advertising Grade 6 Grade 7 Grade 8 Grade 9 Grade 11 Total