In
my opinion I believe advertising influences children’s perceptions of
themselves a great deal even if they themselves aren’t aware of it. As with
looking at comics and Web2 technology, advertising is a growing part of their
popular culture informing them as to what is the most popular toy, programme or
character (Arthur, 2004). Therefore having the latest popular item allows
children to fit in with their peers and be accepted into the social group, but
it can also be said that for children who don’t have the latest gadget are
alienated from the social group and are more likely to be bullied.
Because
of the consumerist society we live in children are seen as consumers, they have
to be to fit into the social system (Arthur, 2004). However, rather than fighting
against it we need to educate children in understanding the purposes behind
advertising, so that they can make informed decisions for themselves. Furnham
(2000, cited in Gunter, Oates and Blades, 2005) argued that rather than banning
advertising for children, parents [with the support of teachers] need to
educate children to survive in the economic world and develop their
understanding and decision making. Additionally the art of persuasion and
advertising is a part of our global literacy and although it is not studied as
deeply as other forms of writing e.g. narrative (DfE, 2013) competence in it
could further support other subjects and provide children with an empowerment
of their own learning (Burrell and Beard, 2010).
Therefore
teachers would firstly need to understand what is currently being advertised to
children so that learning is meaningful and fits in with their current popular
culture (Arthur, 2004). And secondly they would need to have an understanding
of the principle features of persuasive writing and advertisement which enable
it to change the behaviour and beliefs of the audience (Burrell and Beard,
2010).
Bibliography
Arthur,
L. (2005) ‘Popular Culture: views of parents and educators’ in Marsh, J. (2005)
Popular Culture, New Media and Digital Literacy in Early Childhood Oxon:
RoutledgeFalmer
Burrell
A. amd Beard R. (2010) ‘Children’s advertisement writing’ from Literacy Vol. 14 No. 2 July 2010 Oxford:
UKLA
DfE (2013) The
national curriculum in England Framework document Nottingham: DfE accessed
from https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/260388/MASTER_final_national_curriculum_11_9_13_2.pdf
Gunter
B. Oates C. and Blades M. (2005) Advertising
to children on TV New Jersey: Lawrence Erlbaum Associates
I agree with your belief that advertising influences children’s perceptions of themselves a great deal even if they themselves aren't aware of it. However, maybe this isn't prominent for all children?
ReplyDeleteYour comment on children being bullied because they haven't got the latest popular item, I find a bit harsh as I have never myself come across or seen any kind of bullying or teasing for not having popular items, not even when I was at school.
with regards to the former point about bullying because of not having the in vogue consumables, two points I would like to mention. Firstly, just the thought, the mental understanding that you are different or the odd one out can create the perception of alianation ( a form of bullying). Secondly (the latter) , attitudes, mentality, moral upbringing are not only taught and learnt in schools but out of school as well, therefore, surely the ernest is not solely on the school and teachers/staff but a communual-community-society resposibility.
ReplyDeleteI agree with Nicola and you when you said advertising influences children’s perceptions but what are your advice to watch it? Because, for example, if a child watch on the television a famous person or his favorite character and this person or character said “take this thing because it’s very good for you” the child believe “yes it’s truth” or the person said “to be like me use this cream and after you will be wonderful” the child think: “I’m not beautiful, I’m ugly, I’m too fat, etc.” so the child because of advertising don’t like him. So what do you said to prevent it in your classroom?
ReplyDelete