Analysis of children images used in television advertising

Introduction

Advertisements are considered as ubiquitous. The extent of advertising has received

immense attention and awareness in relation to the types of advertisements shown since

traditional times to recent days. The paper will evaluate the way in which Australian media and

advertisers have viewed children as objects in order to utilize them to endorse their brands.

Coca-Cola's '#Share A Coke' TV ad

Jarvis. W. (2017). Hashtags' Boom In Tv Commercials Is Over. Retrieved from

http://adage.com/article/digital/study-shows-calls-action-strategies-national-tv-ads/309801/.

(Referencing is not correct. Please check the APA guide “figures” to write it correctly)

(Critically interpret the image. You have to interpret the image not the brand. What

image of the child is portraying? Interpret about sexism, racism, stereotypes etc)(Focus on how

children are portrayed. Look at the image and unpack it) Teenagers in recent times are being

targeted by Coca-Cola’s new campaign known as “Share a Coke”, whereby the campaign

features prominent names on its bottles, it is regarded a form of advertising to children with

immense objectification. This image explicitly depicts the way the teenager is consuming the

sugary and carbonated Coca-Cola beverage which has been immensely increasing the level of

obesity among children, teenagers as well as young adults (Galbraith Emami & Lobstein, 2013). ‐However, a majority of most recognized names of children and teenagers of below 18 years

have been included in this campaign. As a result, the company has been highly criticized by

several parents and health experts in Australia and further raised the concern of developing

certain measures to halt such a grave situation of the obesity epidemic. The teenager in this

image can be viewed consuming a bottle of this sweetened product which reportedly weighs in

at 140 calories per bottle. However, the company has recently created a lot of disappointment

as Coca-Cola has decided to launch their campaign in Tamworth where the rate of overweight

and obesity is immensely high with over 70% of the adults in the region suffering from

overweight and obesity (Lindsay et al., 2013). As per several obesity reports, the major section

of the audiences who view these advertisements are children, teenagers and young adults

(News.com.au, 2018). Thus the company strategically implements images of children to

endorse their products in order to increase their popularity among their targeted population.

However, it must be noted that not only are these sweetened beverages loved by Australian

adults but soda or such-drinks like Coca-Cola, Pepsi , 7Up facilitated children, adolescents to

restrain them from a well-built and healthy development, as perceived by the marketers of

recent era (Skinner et al., 2015). It comes to dismay that the Australian advertisers from the

conventional era to the modern times are still unable to comprehend that these

advertisements visuals pose immense distress consequences particularly when it is related to

the factors of childhood or teenage obesity (Boelsen-Robinson, Backholer & Peeters, 2015).

(Need to write referencing for everything. Incorrect and lack of citation)

Leap Frog TV advertisement “Child Endorsing Learning Products”

Habaradas. J...P... (2015). LeapFrog Epic – Android Powered Kid’s Tablet. [Web Log

Post] Leapfrog epic. Retrieved from Https://jaypeeonline.net/gadgets/leapfrog-epic/.

(Referencing is not correct. Please check the APA guide “figures” to write it correctly)

(Critique the image not the brand, such as

It shows learning is easy or better

Happy child

Using her electronic device

Actively engaged

Digital learning)

)(Focus on how children are portrayed. Look at the image and unpack it) Brand marketers in

recent times have been developing several new as well as innovative ideas by involving children

and further facilitating them to enhance their social development. Leap Frog, a renowned

organization in Australia, providing various educational recreational solutions has been

introducing several innovative television advertisements featuring children. The above image

explicitly reflects the way the child of below 10 years is indulged in learning various skills that

will assist him to accomplish his potential through this unique and children friendly combination

of learning (Habaradas, 2015). Various companies have been effectively introducing children in

endorsing these products are in indirectly establishing their position as well as inclination

towards such new and innovative learning combined with fun and personalized experiences. As

a result, parents as well as child mental health experts have raised consistent support towards

these brands and further encouraging their

children to have active participations in such

television advertising campaigns.

Australia “Target” TV commercial

Bokhari. S. (2017). Advertising for Target and Kmart reflects the real and diverse

Australia. Retrieved from http://www.amust.com.au/2017/01/advertising-for-target-and-

kmart-reflecting-the-real-and-diverse-australia/. (Referencing is not correct. Please check the

APA guide “figures” to write it correctly)

(Critique the image not the brand. Talk about the stereotypes, sexicm, racism, about

what they are wearing etc) )(Focus on how children are portrayed. Look at the image and

unpack it) Brand marketers in contemporary times have been effectively introducing children to

the commercial world by facilitating them to develop certain characteristics. The above image

depicts four children endorsing the kids’ apparel clothing line of Target, a company based in

Australia incorporating a broad range of branded clothing. It can be perceived from the image

that the children who feature on the advertisements are immensely contended with their

integrated participation with the brand (Jarvis, 2017). The types of clothing provided to each of

the children have effectively enhanced their individual personalities further elevating their level

of self-confidence and attitude. The company with such a strategized endorsement approach

has been recognized as one of the leading brands to introduce improved fabric quality suitable

for children (Pitt et al., 2016).

Walansky. A. (24 november, 2017). Kinder-Chocolate/Become-the-new-face-of-Kinder-

Chocolate. [Web Log Post] Today.com. Retrieved from Https://www.today.com/food/kinder-

joy-chocolate-eggs-are-coming-us-t118667. (Referencing is not correct. Please check the APA

guide “figures” to write it correctly)

(Critique the image not the brand) )(Focus on how children are portrayed. Look at the

image and unpack it) Kinder Chocolates have been always been a well-recognized brand among

children. This has led the company to gather several children for its recent campaign that has

been providing a considerable amount of attention to children. The above image effectively

reveals the way these two children have been utilising their imaginative abilities and engaging

in the role play of superheroes, possessing various types of incredible powers and competence

levels. The company has been acknowledging the abilities of children and at the same time

serving them highly nutritious as well as tasty chocolates with creamy filling that aids to

accomplish the desired level for the children. The image explicitly depicts how the unique

packaging has increased the enthusiasm level of the children.

Dickey. J. (2015). Kids' TV Ads for Fast Food Work Just as They're Supposed To. Retrieved from

http://time.com/4095517/fast-food-advertising-kids/. (Referencing is not correct. Please check

the APA guide “figures” to write it correctly)

(Critique the image) )(Focus on how children are portrayed. Look at the image and

unpack it) It can be narrated from the above image the way fast food or unhealthy food items

have been targeting a wide array of young children and adults. Burgers or such similar food

item brands have been strategically targeting children for their brand marketing and

promotional activities to enhance their brand recognition among this particular age group.

Though such companies claim to have introduced items of high nutritional value, yet there has

been a significant rate of obesity among children in recent times. The image reveals the way the

child has been intensely indulging the food.

News.com.au. (2016). Paddle Pop Twirly Pop ad breaches children’s advertising

standards. Retrieved from http://www.news.com.au/finance/business/media/paddle-pop-

twirly-pop-ad-breaches-childrens-advertising-standards/news-story/

78d094f4622097c905dd164ba2f1ebbd. (Referencing is not correct. Please check the APA guide

“figures” to write it correctly)

(Critique the image) )(Focus on how children are portrayed. Look at the image and

unpack it) The above image is perceived as an apparently childlike picture that features two

young children. The advertisement image further reveals the level of exhilaration and happiness

on their faces regarding the treasure chest. The advertisement further depicts the way these

two children on the beach have discovered a treasure chest with a paddle pop ice-cream inside

it. However, the way the company has been promoting such sweetened and unhealthy food

products must be noted over here which has further been leading to increased rate of

unhealthy sweet consumption and thus leading to obesity among children of this group.

Interpretations of Images

Visual images of children in endorsements and advertising are derived originally from

early product packaging styles particularly in Australian regions. Products like chocolates and

soaps, beverages and learning products are being endorsed by children and teenagers that have

receiving both criticisms and encouragements (Galbraith Emami&Lobstein, 2013). ‐Advertisements and commercials introduced by marketers in recent times have been

encouraging children in various domains of products that have facilitated children in increasing

their social development as well as assisting them in comprehending their families (Wu et al.,

2013). Children who suffered from early lower level of social involvement have been enjoying

their roles in participating in these television advertisements. For instance, the image of the

Coca-Cola advertisement which has explicitly reviewed the way children as well as adolescents

have been intensely indulgent in the consumption of sweetened beverages which might pose

severe threats to the health development of children further leading them to obesity disorders

or high level of diabetes. While on the contrary, the advertisements of Leap Frog and Target

depict the way brand marketers have been introducing innovative ideas and concepts to

enhance the level of social development and confidence among children. Furthermore, brands

like Paddle Pop and other fast food companies haveengaged in advertisement breaching as

such sweetened or unhealthy products have led to higher rates of obesity and risk associated

life in the younger generations. On the other hand, companies like Kinder chocolate have been

effectively developing the hidden abilities of children by offering them with exciting toys and

items along with eye catching packaging ideas in order to draw the attention and love of the

young children by further providing them with healthy and nutritious chocolates.

Endorsements involving young Australians initially appeared during the 1870s at the

time when lithography was initially been utilized in order to print trade cards. In addition to

this, other products like soap and cosmetics were launched that explicitly demonstrated

Aboriginal Australians as unhygienic and socio economic background by using the images of

aboriginal children. The initialisation of the 20th century till the middle of 1960s, endorsements

of products employed stereotypical visuals of these children which was considered as pervasive

across the Australia. Few images used during that time, had gained so much of recognition that

they have been utilized on products in recent times (Morrow, 2011).

The View of Children Promoted Through Current Early Childhood Pedagogy

The early years of children are always regarded as formative and as one of the most

enduring as well as influential factors that change the policies of childhood period. These

foundational years have certain relationswith programmes that haveused withinvolvement in

social or economic limitations. These formative years have found important meanings within

the claims proposed by John Locke related to the ‘tabula rasa’ with a host of significant and

dominant early childhood reformers and pedagogues during these centuries (Woodhead,

2006). Several investigations on early brain development is essentially important in gathering

attention to the prenatal stage. The very initial phases of life focuson the vital significance of

sufficient nutrition, responsive care along with the encouraging environment during effective

and qualitative alterations in development. It is important to note that the ‘generalized’ growth

and development of a child fail adequately to encourage the assortments in the lives of young

children. It further witnesses the prominent differences in the way childhood is comprehended

and experienced and applied to sections of young children in relation to their demographic

factors. Certain intercultural investigations have exercised as a resolution to factors related to

decontextualisation, idealisation as well as normalization of certain child development

practices. Child growth is generally considered as social and cultural, and further has evaluated

ways children have been taught into the communitarian domain of learning. Identifying

development as a factor of socio-cultural procedure has significant implications for regulations,

curriculum and pedagogy (Morrow, 2011). Rather than viewing formative childhood stages as

universalized, decontextualized procedure of progressing towards a pre-conceived maturity

level, it further magnetizes towards the involvement of a set of settings, associations, functions

and expertise whereby they obtain culturally positioned expertise and identities. Such notions

concentrate to the ways formative childhood years has been structured and further

restructured by young children and for children (Pitt et al., 2016).

Early childhood practices have been changed by stages of human actions and innovation

that are further nurtured by situational circumstances, opportunities and disruptions by several

discourses of children’s needs and desires. As a result, certain specification and requirement by

early childhood services, curriculum as well as pedagogy would have expected reproduce of

certain amalgamations of formative years of children of cultural suppositions (Woodhead,

2006). It is important to note that growth and development is perceived about the acquisition

of cognitive tools as well as cultural skills and expertise regarded as entities of human

civilization which are forms of discussion with advanced detailed information technology. These

are considered as adaptive to particular socio-economic circumstances as well as historical

periods. It is witnessed that each community’s valued competence constitutes the local

objectives of growth and progress. In recent times, several psychologists have argued and

further challenged the notion that defining quality should be viewed as a practical question of

integrating the diversity of discussions that shape the foundation level of the children.

Implication of the findings

It is important to note that the concerns related to risks and challenges that have

impacted on children and youth generation in a direct or indirect approach through the use of

their images specifically shown on television advertisements have been raised by several

administrations, governments and the community both globally and in Australia (Thomas et al.,

2014). AANA, (Australian Association of National Advertisers) is considered as a practice policy

on managing images of children and the youth has posed immense commitment in enhancing

the best industry function that further facilitates a secured environment for children and youth

generation (Aana.com.au, 2018).Core to its obligation that Australian advertisers or marketers

take all reasonable guidelines in order to safeguard children and teenagers from inadvertent,

unintended and unsuitable usage of their visuals, which have been created for advertisement

or endorsement purposes and often for marketing communications. AANA must be

implemented in order to have the right to freedom of expression and participation in the media

that include aspects of advertising, marketing,and further should not own any authority

unjustifiably restrained because of the inappropriate actions and operations (Aana.com.au,

2018). Enhancing the awareness of the authorities of children and the advancement of

children’s rights is a confrontation to Australian media. In recent times, media has been playing

a significant role in promoting public knowledge and awareness of children’s rights. The way

the media has been depicting children has an insightful and profound influence on society’s

attitude towards children as well as childhood.

Conclusion

Therefore, from the above discussion it can be concluded that the images of children

from recent times havebeen consistently used to endorse several brands such asCoca-Cola's

'#Share A Coke' TV ad, Australia “Target” TV commercial and Leap Frog TV advertisement

“Child Endorsing Learning Products”, whereby the lives of children in present days have been

reflected. Coca-Cola has been involving young teenagers further increasing the levels of obesity

among teens in Australia on the other hand, the other advertisements have effectively

enhancing the role of children in social development. The paper has further explored the

underlying connotations of these advertisements by explicitly interpreting the images.

Furthermore, it has effectively observed the view of children that has been promoted through

current early childhood pedagogy.

Some points are still very unclear and awkwardly expressed. There issues with words running

together. Incorrect and lack of citation still a problem. Old, non-current and non-credible

websites cannot be used for academic analysis. As previously some of the sources you cite have

no relevance to the material presented or the focus of your report. It is difficult to see how

articles on augmented reality and Sports wagering are relevant. There is also discussion in text

that does not match up to the images provided.You seem to be using these sources in an

unauthentic manner. You have not applied the early childhood concept of images or any other

level of academic critic to the images. Your images are OK but you describe rather than analyse

them and have not applied early childhood pedagogy to critique them.

Overall: Disorganised, poor or untidy presentation and lacking suitable structure. Uses an

inadequate level of academic language. Writing is incoherent with numerous grammatical,

spelling, word choice and syntax errors. Inadequate use of recommended subject literature.

Inadequate evidence of the use of current peer reviewed literature and/or credible sourced

reports and documents and/or research. Inadequate content in answering the assessment

brief. Uses incorrect in text citation and referencing. Reference list is correct in some instances.

Report does not adequately examine the current literature about ‘images of children’. Report

does not adequately demonstrate current understandings about images of children to critically

evaluate a range of images and portrayals.

References

(Use more credible references)

Aana.com.au.(2018).Retrieved 20 April 2018, from

http://aana.com.au/content/uploads/2014/05/AANA-Practice-Guideline-Managing-

Images-of-Children-Young-People.pdf

Boelsen-Robinson, T., Backholer, K., &Peeters, A. (2015). Digital marketing of unhealthy

foods to Australian children and adolescents. Health promotion international, 31(3),

523-533. https://doi.org/10.1093/heapro/dav008

Bokhari. S. (2017). Advertising for Target and Kmart reflects the real and diverse

Australia. Retrieved from http://www.amust.com.au/2017/01/advertising-for-

target-and-kmart-reflecting-the-real-and-diverse-australia/.

Galbraith Emami, S., &Lobstein, T. (2013). The impact of initiatives to limit the advertising of‐

food and beverage products to children: a systematic review. Obesity

Reviews, 14(12), 960-974. doi/10.1111/obr.12060

Habaradas. J...P... (2015). LeapFrog Epic – Android Powered Kid’s Tablet. [Web Log

Post] Leapfrog epic. Retrieved from Https://jaypeeonline.net/gadgets/leapfrog-

epic/.

Jarvis. W. (2017). Hashtags' Boom In Tv Commercials Is Over. Retrieved from

http://adage.com/article/digital/study-shows-calls-action-strategies-national-tv-

ads/309801/.

Lindsay, S., Thomas, S., Lewis, S., Westberg, K., Moodie, R., & Jones, S. (2013). Eat, drink and

gamble: marketing messages about ‘risky’products in an Australian major sporting

series. BMC public health, 13(1), 719. https://doi.org/10.1186/1471-2458-13-719

Morrow, V. (2011). Understanding children and childhood. Retrieved from

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&httpsredir=1&article=1027&context=ccyp_pubs

News.com.au. (2018). Retrieved from

http://www.news.com.au/lifestyle/health/diet/obesity-experts-slam-slurpees-for-

their-staggering-sugar-content/news-story/fefd4641391be4ed8cecedc4ed468679

Pitt, H., Thomas, S. L., Bestman, A., Stoneham, M., & Daube, M. (2016). “It's just

everywhere!” Children and parents discuss the marketing of sports wagering in

Australia. Australian and New Zealand journal of public health, 40(5), 480-486.

https://doi.org/10.1111/1753-6405.12564

Skinner, J., Byun, R., Blinkhorn, A., & Johnson, G. (2015). Sugary drink consumption and

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175. https://doi.org/10.1111/adj.12310

Thomas, S. L., Olds, T., Pettigrew, S., Yeatman, H., Hyde, J., &Dragovic, C. (2014). Parent and

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2458-14-151

Woodhead, M. (2006). Changing perspectives on early childhood: theory, research and

policy (Vol. 4, No. 2, pp. 1-43). Retrieved from

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Wu, H. K., Lee, S. W. Y., Chang, H. Y., & Liang, J. C. (2013). Current status, opportunities and

challenges of augmented reality in education. Computers & education, 62, 41-49.

http://dx.doi.org/10.1016/j.compedu.2012.10.024

Dickey. J. (2015). Kids' TV Ads for Fast Food Work Just as They're Supposed To. Retrieved

from http://time.com/4095517/fast-food-advertising-kids/.

News.com.au. (2016). Paddle Pop Twirly Pop ad breaches children’s advertising

standards. Retrieved from

http://www.news.com.au/finance/business/media/paddle-pop-twirly-pop-ad-

breaches-childrens-advertising-standards/news-story/

78d094f4622097c905dd164ba2f1ebbd.

Walansky. A. (24 november, 2017). Kinder-Chocolate/Become-the-new-face-of-Kinder-

Chocolate. [Web Log Post] Today.com. Retrieved from

Https://www.today.com/food/kinder-joy-chocolate-eggs-are-coming-us-t118667.