Introduction

Chapter 1

1 Positive and negative aspects of the influence of advertising on a child

2 Research

3 Determination of the degree and nature of the impact on the child and the purchasing power of the family

Conclusion

Bibliography

Applications

INTRODUCTION

The relevance of the topic of work . With the advent of the 21st century, the rapid development of the availability of various channels of information began to envelop all spheres of human life: study, work, leisure, life, and have a significant impact on the formation of a person.

The sources of such development, with the advent of scientific and technological progress, have become very diverse, but all of them, regardless of their origin, have their own influence. Particularly important in the context of considering this final qualification work is the period of time in which the formation of a person, as a person and an individual, takes place.

It is implied precisely its active biological formation and psychological formation.

This psychological formation includes the assimilation of social and social norms, values, skills, knowledge and everything that will allow him in the future to successfully start an independent life and determine the quality of the autonomous existence of an individual in society.

This phenomenon can be characterized by the scientific term "socialization" from la. socialis - public.

Famous Western sociologists David and Julia Geri, in their large sociological dictionary, designate it as a process of inculturation, “In the course of which the culture of a society is transmitted to children ... in the direction of meeting the requirements of social life, as well as for the cultural and social production of general and private social forms. As Parsons and Bales (1955) emphasized, socialization in the family and elsewhere implies integration into society on the one hand, and differentiation of the individual on the other.

Consequently, children in the course of socialization become important carriers of those social norms, values ​​and morals that will be invested in them over a long process.

From this we can conclude that socialization is one of the most important processes taking place in society, on which the future of society and the state depends, and the information environment generated by the mass media (mass media) and mass media (MSK) is one of the most important and decisive .

Information enters the human inner world, starting from an early age, and forms the basis for subsequent development and conscious life. The child has to act and reason on the basis of what he has accepted and learned from the outside.

In addition to the influence of primary and secondary groups, such an agent of socialization as the information environment comes to the fore, a significant part of which is formed by the media and mass media. Therefore, it is extremely important to determine the degree of informative influence, that informational component that is addressed primarily to a wide range of the population and can be perceived by both an adult and a fragile children's mind. The interpretation of information and the degree of influence in both cases will differ.

In addition to the news component, such an important part is advertising. It is she who bears the important functions of the continuity of the culture of consumption of material goods in society and is a guarantee of the functioning of material production, which in turn are the backbone of the welfare of the economy of any modern state.

Objective. Thus, the purpose of this final qualification work is to study the influence of advertising on the individual as an agent of socialization in childhood.

Work tasks. In accordance with the established topic, the following research tasks will be solved:

To identify the positive and negative aspects of the influence of advertising on the child;

Determine the degree and nature of the impact of advertising on the child and the purchasing power of the family.

Subject and object of study . Subject This final qualifying work is the nature and extent of the impact of advertising on a person in childhood.

object work is the process of interaction of the child with the world of advertising in the context of socialization.

Research issues . Each person is a "brick" of the future foundation of the society in which he begins his development and the process of socialization. Therefore, it is important to warn him against the bad influence of that information component, which for some reason can harm him or, due to its characteristics, may not be correctly interpreted by him.

Methodological base . Research and scientific works of both domestic and foreign authors are devoted to the theory and practice of the child's socialization. Among domestic authors, the works of Zolotov L., Maskovsky Y., Putrunnenko A.V., Teletov A.S.

Research methods . The main theoretical basis of the study are the basic principles, scientific positions and modern achievements of psychology and sociology. The study is based on the use of such methods as the systematic method of scientific knowledge, with the help of which all phenomena and processes were studied in interconnection, interdependence and development; method of statistical data analysis.

There are several concepts and definitions of "child". In this regard, restrictions should be introduced in order for the results obtained to be as correct as possible.

In accordance with the Family Code of the Russian Federation of December 29, 1995 No. 223-FZ, a child is a person who has not reached the age of eighteen. However, advertising certainly has a different effect on a toddler and a 17 year old. In accordance with this, the limitation of the study will be the age range of the child, which will be limited to the period of "junior school", that is, from 7 to 11 years old.

CHAPTER 1. THE PROCESS OF INTERACTION OF THE CHILD WITH THE WORLD OF ADVERTISING

1.1 Mechanism and sources of influence of advertising on a child

Advertising in our time has become an integral part of life. It combines the process of perception of reality and the way of expressing this perception. Advertisers seek to influence the minds of consumers. And the more consciously advertising uses effective techniques to create the necessary impression with the audience, the more successfully it affects the consciousness of the latter.

But one should also take into account the age aspect of the consumer audience of advertising products. Thus, advertisers often do not consider children to be full-fledged consumers, because they do not have enough money to buy most goods, and secondly, due to their age, they are not able to make adequate decisions. However, children are also consumers of promotional products and influence adult purchases.

To reveal the issue of the perception of advertising by children, it is necessary to analyze the most common opinions regarding the attitude of children to advertising in general, and to advertising of individual goods or services, to determine the degree of criticality. Refutation of these thoughts will allow advertisers who are engaged in advertising for children and teenagers to increase its effectiveness and avoid annoying mistakes.

This is the main age category that has an unbiased attitude to advertising, because to a greater extent than other age groups they are more impressionable, dynamic, and in some ways more categorical. Psychologists say that, unlike the previous generation, children grow up in the world of advertising images.

Among children, the main and most serious cause of pronounced dissatisfaction with advertising is the stress caused by viewing incorrect advertising. Due to age characteristics, children are certainly susceptible to the action of mass media.

Information received through the mass media often turns out to be more significant for children and is absorbed better than information received in the family, school and other institutions of socialization. Therefore, incorrect or inaccurate perception of an advertising message can lead not only to material, but also to moral damage.

There is an opinion that very young children do not distinguish advertising from other programs, they do not understand the desire of advertising to convince, they do not know anything about the economics of television. And although children already from preschool age are able to identify advertising, this identification is based on the external perception of the video sequence, and not on understanding the difference between advertising and other programs. Preschoolers do not understand well that advertising is done in order to sell a product. According to psychologists, this fact makes children open to persuasion. This point of view is not entirely true. Despite the fact that children of preschool and primary school age often define advertising as a small film / cartoon about goods or services, they are well aware that advertising is created in order to sell a certain product. They receive knowledge about the goals and purpose of advertising from adults along with the appropriate attitude towards it.

The creators of children's ads simply ignore the fact that commercials for children should have their own characteristics. Some psychologists argue that although different products are assigned to each age group, however, the sales techniques used by advertisers are similar in many ways. That is, commercials that are created for children and teenagers are practically no different from those that are addressed to adults. This means that the age characteristics of children are deliberately ignored by the creators of advertising.

It should be emphasized that the mechanism of perception in the child is not yet fully formed. Therefore, advertising aimed at children should be simple in terms of the background, so that only what is necessary for the perception of the image stands out on it. Due to age characteristics, little life experience, immediacy of reaction, not fully formed thinking and insufficient level of education, children of primary school age and even older students are often not able to fully understand what this or that advertisement is about.

Among the methods of psychological impact of advertising on children, due to the age specificity of mental development, the following have the greatest influence:

Psychological submission (due to the impact on the emotional sphere of the personality);

Imitation (assignment to the child of various models of behavior, attitudes, worldviews of adults);

Suggestion (high suggestibility of children through unformed personality integrity).

At the same time, from the point of view of psychological protection, children, in comparison with adults, are not yet able to oppose the influence of their own views, moral criteria. Only with age does a person acquire life experience that allows him to build a psychological barrier against advertising slogans. Annoying advertising is ignored by the brain of an adult, while children are not yet capable of “filtering”, they take it for the truth.

Advertising introduces the fragile psyche into a trance state, in which consciousness is concentrated on some object and unconditionally perceives the information that comes. In general, trance is not critical, but a completely normal and useful state for a person, which allows, by “turning off” consciousness, to obtain useful information and give rest to the psyche.

Exhibitions and fairs; - Souvenirs and gifts.

Children often perceive advertising as a fairy tale. Explaining why they liked or disliked this or that advertising product, children often focus primarily on such structural elements of television advertising as humor and an exciting plot.

In addition, such elements as computer effects, participation in advertising of famous people, the advertised product itself, cute advertising heroes are listed. At the same time, the advertised product itself often occupies far from the first position in this rating.

The main condition for the success of advertising that is created for children is the use of humor. Funny ads are not only better remembered, but also more likely to be watched and quoted when repeated. Advertising for children is made more fun than for adults, but the consequences of children's exposure to such advertising often cause anxiety among parents and psychologists.

The perception of humor in advertising (in fact, as well as humor in general) begins to occur as the child grows up. Moreover, it should be remembered that the idea of ​​what is funny in children differs significantly from the ideas of adults. Humor does not make advertising more understandable and convincing: often not understanding "adult" humor, children find their own humor, sometimes distorting the content of advertising.

Humor in advertisements is often based on ridiculous situations in which the characters accidentally find themselves, and teenagers, analyzing their actions from the point of view of morality, cannot understand what is funny in such advertisements. Such advertising causes bewilderment in them at best, and at worst it can lead to neurosis.

Thus, modern advertising affects the whole society, including children. Advertising created without knowing the peculiarities of the perception of the people it is aimed at can be ineffective at best, and anti-advertising at worst.

When creating advertisements aimed at children, advertisers resort to the use of such techniques as visualization, brightness of the image, humor - everything in order for the advertisement to “lure” children so that they can better perceive the message being transmitted.

Advertising as a sphere of human activity arose in ancient times. The need for the emergence of advertising activities is due, first of all, historically. Prototypes of advertising appeared simultaneously with the advent of trade relations, and with the introduction of new achievements of mankind, advertising technologies also developed.

In the process of development of industrial and social relations in ancient civilizations, there is a need to transfer information that was intended for people. Merchants, for example, built connections with their customers through direct verbal appeals. The places of sale were filled with loud and often repeated cries of sellers.

To understand the essence of such an important phenomenon as advertising, we need to delve into the history of the birth of trade and the first "public relations".

It is not difficult to guess that the basis of communication between the buyer and the seller, in the early stages, before the written stages, was just shouting. The modern interpretation of the definition of advertising is somewhat broader, it is “the process and means (press, cinema, television, etc.) through which the availability and quality of consumer products, as well as services, are brought to the public. Jean Baudrillard claimed "

Over time, a person filled his “baggage” with new expressive and cultural and technological means, which increased the quality of image transmission, thereby increasing the efficiency of trade and audience coverage. These were not only symbolic means, drawings, sculptures and ornaments, but also written, of course, at the time of its appearance.

Thus, the period of Antiquity is the most vivid and well known to modern science. To a greater extent thanks to its well-preserved monuments. For example, “among the Greeks, objects of pottery were labeled with trademarks.

In ancient Rome, statues erected to military leaders and emperors were perceived as an analogue of political advertising. Carnivals and drama theaters of antiquity could be "certain PR actions ... to influence a potential consumer of information."

Also in that era, graffiti was widespread, this term comes from the Latin word graffito - to scratch. The first graffiti were inscriptions, hollowed out or written in paint, on the walls of houses or other visible objects, they could also be made in the form of signboards. They usually represented all kinds of public institutions (schools, workshops, taverns, taverns), played the role of signs.

Also, they could be in the nature of announcements, such announcements were usually allowed to be written in specially designated places, since their inscription was not allowed on all the walls of the city. For example, on the main square or near the dwellings of high-ranking persons (statesmen or priests), special plates were exhibited, on which important state and political decisions of the Senate were most often published. Which, as they became de-actualized, were stored in certain places called archives. There were also weather forecasts related to divination by external, natural phenomena.

Under Augustus Caeser, a further development of the similarity of the first "stone newspaper publications" was the expansion of the information spectrum up to private publications and secular type chronicles. In the time of Seneca, the publication of news with an annual frequency was called "acta diurna populi romani". However, very few people could afford to order copies of this newspaper. I had to turn to the services of census takers, which was very laborious and costly.

The first printed advertising products included posters, flyers, various kinds of advertisements in newspapers and appeared in England (London) around 1472. The first advertising newspaper was published in the USA (1704), and after half a century trademarks of goods appeared.

The era of modern advertising, which explained consumer signs and the need to purchase goods, began in the first half of the 19th century. The American Association of Advertising Agencies (AARA) is formed. The leading among the information was the radio, and in the 50s. - television, which has become an important provider of advertising.

In the 90s. XIX Art. the era of responsibility and creative approach to advertising, its globalization is coming. Integrated marketing communications, interactive technologies are developing, mass adaptation of goods to customer requests is taking place.

The impact on the consciousness, values ​​and needs of consumers is what they wanted to get from advertising.

In our time, the plans of commodity producers at the expense of advertising are almost the same. However, the range of influence of advertising has significantly expanded. In addition to the adult population, which can independently manage money, children are also systematically affected by advertising, without suspecting it.

However, advertising actually does more than just inform potential buyers. The power of advertising lies in the possibility of shaping tastes and even needs. It is this undoubtedly recognized fact that has become the subject of much controversy. According to the arguments put forward by J. Galbraith, advertising that goes beyond the statement of facts about goods is at best meaningless, and at worst - harmful.

Changing along with society, advertising transforms not only its form, but also its goals, objectives and place in the economic and social sphere. Based on the foregoing, it should be noted that its current position is both interesting and controversial, and is in the development stage.

M. McLuen argued that modern society is moving towards a new era of general looseness, carelessness, and fun. Modern social technologies and communication systems, in his opinion, are increasingly influencing the worldview and behavior of people, turning into a dangerous weapon for manipulating mass consciousness.

However, if we turn to the broader context of the problem, we can see that the understanding of advertising as a value of development, as a value orientation of the movement towards an “open society”, a genuine rule of law and a democratic civil society is affirmed. Advertising

- one of the effective means of stopping legal inaction, a method of activating a lawful initiative line of behavior.

It must be determined that today these potential advertising opportunities are still at the stage of ideal aspirations. In real life, advertising directly or indirectly promotes the most dangerous types of deviant behavior.

The specificity of advertising in the context of the culture of a particular ethnic group lies in the fact that, as a form of social communication, thanks to information channels, it contributes to the dissemination of spiritual experience in the form of consumer behavior patterns, forms the behavioral attitudes of individuals, their life values, contributes to the preservation and transmission of national “standards” to other generations. life."

The reproduction of value-normative samples occurs in the process of social communication, which is determined in the developed T.M. Drize of the semiosocial and psychological theory of communication as a "text activity" - the exchange of actions and the interpretation of texts.

At the same time, the text is defined by it as a specially organized content-semantic integrity, as a system of communication elements functionally combined into a single closed hierarchical content-semantic structure by a common concept or plan (communicative intention) of communication partners.

Another perspective of advertising as a socio-cultural phenomenon can be described using the concepts of "mentality", "national character", "advertising and cultural stereotypes". Advertising experts note that an advertising message created directly by the bearers of national culture or with their active participation looks more vivid and convincing in the eyes of compatriot consumers.

The consumer is basically able to distinguish a message that is truly national in its spirit from an unsuccessful attempt to stylize it according to the national characteristics of the country, which generates consumer skepticism, even more than a message that is not at all adapted.

It is important to keep in mind another aspect of the relationship between society and advertising, namely the influence of social processes on advertising as a sociocultural phenomenon. From this it follows that one of the main problems of the socialization of advertising is related to the study of the mechanisms, patterns of influence of advertising on society and its reverse effect on advertising.

We can talk about the cognitive and behavioral results of the impact of advertising on individual and mass consciousness. Cognitive outcomes typically include:

formation of attitudes in relation to goods and services that are sold; tasks about the choice of topics discussed by people; the spread of a new way of life.

The influence of advertising on the emotional sphere leads to the appearance of fear, alienation. The influence on the creation of people is carried out both through activation (provoking certain actions) and through deactivation (cessation of certain actions).

Thus, advertising, interacting with the audience, form in people a variety of needs, interests, preferences. Having formed, such a motivational system, in turn, begins to influence where and in what area a person will look for a source of satisfaction of his needs.

Due to the increase in communication flows, the effect of advertising is reduced due to the constant growth of advertising pressure on consumers.

On the one hand, this is due to the fact that in the face of a constant increase in competition between manufacturers, the number of active advertisers is growing.

On the other hand, the number of advertising carriers, as well as brands that operate in one market segment, is increasing. As a result, most potential buyers try to keep familiarity with advertising messages to a minimum.

The usual reaction of a modern viewer is to switch TV channels at the start of the broadcast of advertising blocks, as well as leafing through advertising materials in newspapers and magazines, throwing away advertising printing products without viewing it, regularly deleting advertising messages from email boxes without reading them, etc. motivation need advertising television

American experts J. Bond and G. Kirshenbaum called such a phenomenon a “radar curtain”. According to their research, on average, about one and a half thousand advertising messages are sent per consumer in the United States per day. Of this amount, only about 76 advertising messages are perceived by the potential consumer. Thus, the proportion of advertising messages that reached the recipient's consciousness is less than 5% of those that he could physically see or hear.

Advertising is beneficial to the state from an economic point of view, because it is advertising that is the main source of income for the media, which, in accordance with the law, pay taxes that go to the budget. In addition, advertising stimulates demand among consumers, including children, which makes them want the advertised product, whether they need it or not.

It should be noted that the nature of advertising, those key themes that are most often used in advertising (scandals, sensations, fear, death, sex, laughter, money), came to Russia from America. It was there that they first began to produce "aggressive advertising", the purpose of which was to get the maximum effect from advertising.

The purpose of advertising in Western countries was to sell goods, while the purpose of Soviet advertising was propaganda, especially at the global level, "the triumph of the ideas of Marxism-Leninism", embodied in the achievements of Soviet science, technology, culture, the social sphere, in industrial products, to acquaint peace with the fruits of the implementation of the "general line and decisions of the Communist Party and the government of the Soviet Union." Now you can see that less and less advertising has an ideological orientation, and more and more - commercial.

Childhood is a time of discovery for every person. In order to navigate correctly, a child needs to perceive not only a single object from the environment, but also a combination of several objects from a physiological point of view, focusing on several objects is impossible, so this fact must be taken into account when studying the impact of advertising on children. A child is not born with a ready-made ability to perceive the world around him, but learns this for years until he becomes an adult.

The previous experience is the first issues of advertising seen by the child, they form his idea of ​​a certain thing, and only then the child has a desire to get it as quickly as possible. Through the active use of advertising on television, the child is lost in his own idea of ​​the world around him. Therefore, it is necessary to correctly use advertising methods that would not distort the children's idea of ​​value.

The concept of "social responsibility" has recently been used very actively in relation to various spheres of life. The most used definition of social responsibility is interpreted as “the conscious attitude of the subject of social activity to the requirements of social necessity, civic duty, social tasks, norms and values, understanding the consequences of the activities carried out for certain social groups and individuals, for the social progress of society”.

Considering advertising, you need to understand that it correlates with the concept of corporate social responsibility, since in this aspect advertising can be considered as a branch of the economy and a socio-cultural technology. The main principles of social responsibility of advertisers and advertising producers of our time include the following:

obligations must be met by established high or professional standards of information content, accuracy, truthfulness, unambiguity, objectivity;

imposing and applying these obligations,

There is a special legal regime in the world regarding advertising aimed at children (including advertising of children's products), and advertising of goods, services, the sale of which to children is restricted or prohibited. There is no consensus international opinion regarding the ethical requirements for advertising intended for children.

In Sweden and Norway, for the disapproval of the majority of the population, this kind of advertising is considered unacceptable and is prohibited. In France, advertising is seen as part of preparing children for a future life in a consumer society.

In Greece, there is a ban on advertising on toys from 7 am to 10 pm, and advertising of children's military toys (pistols, swords) is completely prohibited. In some European countries sponsorship of children's programs, distribution of advertisements intended for children under 12 years of age, and placement of advertisements 5 minutes before and after children's programs are prohibited.

Research conducted by advertising agencies shows that children's personal requirements can be defined and modified through television advertising. Under the influence of this factor, family values ​​are threatened, they change in accordance with the wishes of the child.

The life of parents gradually becomes more difficult for financial or moral reasons for refusing to follow the advertisement. Public opinion in Sweden considers advertising to be "foul play". In addition to the ban on advertising, for children under 12 years of age, the law prohibits the placement of sweets in stores in places accessible to children and requires to take into account the problems that may arise if parents with children stand in line.

A child by nature tends to imitate the way of life of adults and adopt the stereotypes of society. Imitation is an integral part of a child's behavior during development.

However, there are certain obstacles in the form of unscrupulous advertising, which has a strong influence on the subconscious of the child and forms a distorted view of the child about the world around him, depicts behavior that is unacceptable for imitation, or sometimes leads to absolute passivity of children.

For example, if you eat a chocolate bar, you can get energy for the whole day. The child is not able to analyze the implication that the ad is aimed at active adults with unpredictable work schedules, so he requires parents to buy a chocolate bar instead of a full meal. Making passive decisions is one of the main problems of modern advertising.

The child forms his worldview on the basis of information received from any source. It cannot be argued that the children's audience receives only negative from advertising messages, since not all product manufacturers neglect the rules for constructing advertising messages.

You can learn bad things anywhere, but when it comes to the social responsibility of producers and advertisers, you need to be careful and take into account all possible audiences covered, especially for children of any age, whose perception is much sharper than that of adults

People over 50 are not able to perceive information in the way that marketers hope, and it is impossible to influence a person’s opinion. Therefore, it is more profitable to attract a young audience, who easily perceives everything new, does not have established habits, tastes, and a formed lifestyle.

Most adult viewers do not like to watch commercials. This phenomenon is caused by endless repetitions of the same advertisement, which leads to irritation. Children have practically no feeling of irritability due to the same type of advertising messages. Children from 4 to 6 years old watch TV during the broadcast of commercials. In 2013, KOMKON-Media conducted a survey, during which it turned out that 52.4% of the viewers of this TV channel are children.

According to the data obtained, at the age of 9, 44.8% of children watched the commercial to the end, and only 15.9% - teenagers under 19 years old (unlike Ukraine, in many Western countries, teenagers (so-called "teenagers") are considered children under they reach the age of majority at the age of 20 - authors' note).

Children between the ages of 2 and 7 spend about 2 hours watching TV every day, making them the youngest target audience. Fast food establishments, in particular fast food giants, are attracting the attention of children by placing their logos on boxes, covers of children's books, video games and amusement parks.

Companies enter into multimillion-dollar contracts to use famous children's characters in advertising (in 2001, Coca-Cola entered into a contract with the publishers of books about Harry Potter).

Help in the promotion of fast food and modern technology. Fast food advertisements can be seen on children's TV channels - WaltDisney "sDisneyChannel, Nickelodeon and CartoonNetwork. The audience of teenage children is no less successful. Many of them shop for home, taking

independently decisions regarding specific brands. Girls - 60% and guys - 40% are engaged in daily purchases of products for the home. Children are considered an effective means of influencing parents and their consumer choice. A child for parents is an additional means of information about new products on the market. Further manipulations lead to the purchase of the right thing for the child, which affects the satisfaction of the child himself and the increase in the authority of the parents in her eyes.

Modern advertising is able to influence children to adopt certain consumer behavior, which can lead to a negative consequence of obesity, which is associated with the consumption of high-calorie foods, foods high in fat, sugar and salt, which are sold to children.

Over the past 10 years, the rate of obesity among the population has increased by 75%. This fact led to the emergence of a new term, which was proposed by the World Health Organization - "non-communicable diseases".

Marketing aimed at a children's audience is more than traditional advertising on media channels. Children have access to a lot of media that is difficult to control. The impact of advertising on children occurs through messaging at the point of sale, kids clubs, sporting events, concerts, social media, even schools. Advertising messages may contain content inappropriate for children about violence, racism, deceit, and the like.

Advertising information has an incredible power of suggestion and is perceived by children as something indisputable. If adults are able to draw a line between the real world and the virtual advertising world, then children cannot do this.

A small child understands everything he sees and hears literally. Heroes of advertising for him are real characters, bright and attractive. Their way of life, tastes, passions, manner of speaking become a standard, often very doubtful.

Rapid change of video frames, changing the scale of the image and sound intensity, freeze frames and audiovisual special effects injure the nervous system and cause increased excitability in young children. The combination of text, images, music and home environment promotes relaxation, reduces mental activity and critical perception of information.

Advertising negatively affects the development of personality. Ideals of beauty, life goals, a way of being are being imposed on children, which are extremely far from reality. However, they are forced to strive for this, to compare themselves with the "ideal".

The mind of a child gradually turns into a repository of stereotypes.

A specially organized experiment was devoted to studying the influence of advertising on the child's psyche. Its developers recorded 10 clips in one block on a CD and inserted the block into the film. Two commercials in the block were aimed directly at children's perception, the others were neutral. The viewers of the film were children of different ages.

The result stunned psychologists: the children remembered the videos, not at all childish content.

Younger students liked 3 more videos, where there were bright, richly colored stories in which adults participate in game situations. Senior schoolchildren were interested in plots with risky experiments, tricks dangerous to health. The high school students paid special attention to the attractive representatives of the opposite sex who starred in the promotion of the product.

As a result of the experiment, 8 out of 10 videos became objects of children's interest instead of the predicted two. False life guidelines cause various complexes in children when they cannot buy everything they see on the TV screen.

We are talking about average families in which the impossibility of acquiring everything desired for children negatively affects the mental health of the latter, causes depression through constant dissatisfaction with desires. Today, psychologists talk about the violation of the psyche of entire nations living in those countries where the advertising technique has been used for decades.

The social assistance of companies should not be limited to charity. Responsibility to society can acquire a broader meaning and bring more benefits if commodity producers take care not only about themselves, but about the future of society, the country, and the younger generation. Advertising for children should not be heavy and confusing, so that children do not get a distorted idea of ​​​​a product or service.

CHAPTER 2. STUDYING THE IMPACT OF ADVERTISING IN CHILDREN

2.1 Positive and negative aspects of the impact of advertising on a child

Negative advertising includes videos that promote negative personal qualities (for example, greed, cruelty, etc.). Also, this group includes stories that advertise an unhealthy lifestyle, disregard for social and moral standards.

If we talk about commercials with a negative impact, we can note the following. There is a clear tendency to create the image of a strong man, for whom there are no barriers and obstacles, who has achieved everything in life. According to the creators of the commercials, this image would not be complete without a bottle of beer. A real man must definitely drink beer - the main idea of ​​​​such videos. "Beer is the choice of real men...". Children see this negative attribute of adult life every day from the TV screen.

A significant part of advertising aimed at children is a reflection of school life. The advertisement created a caricature image of the teacher - a bespectacled dogmatist, with a pointer, who tries to explain something to the children in the most boring way. According to advertising, the teacher is often a limited person, who knows little and does not understand children's problems. He creates an unbearable situation for the child, but then an advertising hero appears who promises the child fun if he eats or drinks something (an advertisement for Fiesta, Shock, and the like).

Much of the commercials undermine the healthy lifestyle that parents seek to instill in their children. After all, mostly semi-finished products are advertised, calling for a bite to eat at the first feeling of hunger. As a result of such hearty and high-calorie snacks, the total number of meals increases, and this affects the work of the stomach and leads to excess weight.

Many of the advertised products are strictly contraindicated for small children: chips, crackers, soda, chewing gum, etc., because they contain harmful substances and additives. But because chewing crackers or chewing gum is "cool", as advertising shows, children ask to buy them from their parents, and sometimes parents are unable to refuse. If the parents resist, then they immediately become “bad”, because in the advertisement the “good” mother buys the advertised chocolate for her child.

And one more negative impact of advertising on children, which almost everyone has encountered. Advertising of adult products raises many questions: what are pads, menopause, condom, prostate, impotence. Thanks to advertising, children become much more educated in "adult" matters, which is not entirely good.

Along with all the negative aspects of the impact of advertising on children, there are several positive ones that cannot be ignored.

Sometimes advertising uses images of famous people, artists, athletes, which children tend to be like. A kind of positive example is shown that teaches something good in life. Advertising helps to keep abreast of new products. From advertising, children learn a lot of new things: that they need to brush their teeth 2 times a day and visit the dentist regularly, shoes need to be treated with a special shoe polish so that they last longer, it is useful to eat fermented milk products, etc. Unfortunately, there are very few such examples.

Some positive ads, although not explicitly, say to be generous, to help parents, to study well. It is positive that social advertisements have recently appeared in the Russian media space, aimed at the formation of positive moral qualities in a child. But there are very few of them.

There is a lot of discussion from public critics who accuse manufacturers of dishonest activities and manipulation of children.

Negative feedback from parents and resonance in society attracted psychologists to resolve controversial issues in advertising for children. Some believe that advertising helps children to adapt in society, to be on the same wavelength with their peers, others believe that advertising prevents the child from adequately perceiving the world around him and imposes really unnecessary things.

Of all European countries, Sweden has the most stringent legislation regarding children's advertising, as there is a ban on advertising directed at children who are under 12 years of age. A list of some aspects of the impact of advertising on children is presented in Table 2.1.

Table 2.1. Positive and negative aspects of the impact of advertising on children

POSITIVE ASPECTS	NEGATIVE ASPECTS
1. Adaptation in society	1. Reduces mental activity
2. Keeps up to date with the news	2. Imposes ideals of beauty and fashion
3. Shows a positive image on the example of famous athletes, doctors.
4. Provides new information (brush your teeth twice a day, milk contains calcium, etc.)	4. Affects family relationships when parents cannot afford to buy an item from an advertisement.
5. Orientation in commodity-money relations from childhood	5. Promotes bad habits (smoking, alcohol, soft drinks)
6. Develops memory	6. Convinces you to buy unnecessary goods
7. Teaches new words with slogans
	8. Children spend money with ease

Thus, we can conclude that the impact of advertising on a child is in many ways more negative than positive. The child has a wrong idea about the values ​​in the world, passions and desires appear (in food, drinks, goods), which have a negative impact on him.

However, it should be noted that some advertising has a positive effect on the mind of the child. True, at the moment, this advertisement is a “drop in the ocean”, which, of course, affects the personal development of the child.

2.2 Research

Television advertising influences a person through two channels of perception of information: visual and auditory. In order to analyze the impact of advertising on a child, we will conduct three studies: observation of the behavior of children 7-11 years old in a children's store in order to study the effect of product color on the selectivity of children's purchases.

ü conducting the game "guess the melody" for children of this age. The tunes that will be used are taken from popular TV commercials.

ü conducting a survey among parents in order to determine the impact of advertising on children.

Let's take a look at these studies one by one.

Research #1. Research topic: "Studying the effect of product color on the selectivity of children's purchases"

Method: Observation.

The purpose of the observation: To study the influence of the color of the goods on the selectivity of purchases made by parents due to children's choice.

Subject: Attractiveness of a certain color range of products for children.

Object of observation (Sampling): Children of school and preschool age with their parents.

Location: Auchan retail hypermarket chain. Instrumentation: Map of observations.

Feature: not included surveillance.

Observation maps are presented in Appendix 1.

The predominant part of the information about the surrounding world, a person receives through the means of vision. It is one of the main and indispensable senses for understanding the environment. In the course of this marketing research, we touch upon the topic of visual perception, during which a person receives primary, superficial, information about an object and gives it his own interpretation, on which his primary attitude to it largely depends.

The world of colors surrounds us everywhere and, importantly, is actively used in the world of trade and marketing. Back in the first half of the 20th century, the famous Swiss scientist, psychologist Max Luscher, revealed a direct connection between the psycho-physiological state of a person and his attraction to a particular color.

The task of the study is as follows: to conduct an uninvolved observation, the purpose of which will be to identify a number of patterns that will help us either refute or confirm a number of hypotheses, if possible, identify accompanying trends or patterns.

The definition of the sample was not chosen by chance, because, as a rule, the fact of purchase is made by parents, not their children. Even if the purchase is made without the parents, then with the pocket funds allocated by them for the child, from the family budget.

Hypotheses:

1. The attractiveness of a product is determined by the brightness of its color.

2. The attractiveness of a product is determined by its color.

3. Bright colors - Red, pink, yellow, orange, attract more girls and the rest boys.

5. Bright goods are chosen mainly by children, since bright colors predominate in children's goods. (distinguish between types of goods in the table)

6. The color is chosen by the child based on the degree of his activity.

7. If the product desired by the child is not purchased, then a “scandal” on his part in relation to his parents is guaranteed.

8. When a child chooses a product, the price, quality and purpose of the item is not so much important as the color.

As observation has shown, children in supermarkets are quite bored, they are energetic, they run around their parents back and forth, therefore, as a rule, they “pull” from the shelves and look at literally everything along with toys, and not always out of need and desire to buy.

Toys are the closest subject of attention for them (13 choices), although they also do not refuse to consider third-party types of goods (5) out of curiosity. Most often it is those colors that look nice to them.

In our case, for girls, these colors were purple (3 choices), pink (3 choices), lilac (2 choices), yellow (2), orange (2), red (1), and for boys, blue / blue (7 ), green (2), purple (2), gray + black (2), burgundy / brown (2). Moreover, the boys chose even dark colors.

Children mostly go with one parent (13 cases), while the other makes more important purchases.

Sometimes they still manage to beg for a thing that they can do without (5), not always the choice of the child is a toy (8). A trip to the store turns into disputes and scandals in (6 cases). As a result of which, the parent, most likely, weighs the options for buying the product desired by the child (which gives the sellers an additional percentage of profit) and, meanwhile, whether it is worth taking it with you at all.

Managers often put goods from the children's segment on the lower shelves, in the accessibility zone, which leads to frequent contact of children with the desired goods (19 cases), in our case this was especially well observed in the toy department and at the checkout.

It happens that children try to put something in the basket in secret (2), but they do not always succeed.

Consider which hypotheses were confirmed and which were refuted, according to

1. The attractiveness of a product is determined by the brightness of its color. It was refuted - brightness, not the main factor determining the attractiveness of the product.

2. The attractiveness of a product is determined by its color. Confirmed - in most cases, the choice of color has become decisive.

3. Bright colors - Red, pink, yellow, orange, attract more girls and the rest boys.

Confirmed - Most of the girls chose these colors.

4. Pink color attracts mainly girls.

Confirmed - Not a single boy, during the observation period, chose a pink product.

5. Bright goods are chosen mainly by children, since bright colors predominate in children's goods.

Refuted - The household and food industry goods chosen by the children were no less bright than toys.

6. The color is chosen by the child based on the degree of his activity. It was refuted - even calm-looking children chose bright colors.

7. If the product desired by the child is not purchased, then a “scandal” on his part in relation to his parents is guaranteed.

Refuted - Our observation showed that in most cases the child did not insist on the obligatory purchase of goods and put up with the fact of the parents' refusal. Although "quarrels" on this basis also took place.

When choosing a product for a child, the price, quality and purpose of the item are not so important as its color.

Confirmed - The choice of household goods by children was rather irrational than had a real need.

Study #2 . Research topic: "Assessment of the memorability of melodies used in advertising »

Method: Interview using audio tracks.

Purpose of observation: To study the characteristics of children's memory in relation to the sounds used in advertising.

Tools: Questionnaire and a tablet with headphones as an audio track player and a wristwatch.

The study involved 40 people aged 7-11 years. During the breaks between lessons, they approached the interviewer, listened through headphones to 7 audio tracks that are used in advertising. After listening to each of them, the child told the interviewer which brand this advertisement belongs to.

Music tracks from the following commercials were used in the study:

Vimpel.com Research hypotheses:

 Children recognize the brand that owns the commercial without difficulty

 Children will recognize the brand that owns the commercial within 5 seconds after it ends.

The results of the study turned out to be somewhat different from the initial hypotheses of the study.

Among the children who took part in the interview:

Girls (27 people)

Boys (13 people). The age of the children is as follows:

7-8 years = 12 people

9-10 years = 15 people

11 years old = 13 people

Table 2.2. Analysis of interview results

Graphically, the responses can be represented as a histogram.

Rice. 1. Respondents' answers

According to Fig. 1, we see that the McDonalds brand is known to everyone.

Danone and Kinder are products primarily for children. The study showed that children recognized this brand by ear and immediately responded.

Ariel and Vimpel.com are brands whose products are not aimed at children. However, commercials for these brands are shown on television quite often.

Rexona and Old Spice are men's and women's body care brands. Most of the children who took part in the survey did not recognize this melody (28 and 26 people, respectively).

It should be noted that out of 12 children who recognized the Rexona brand, 11 were girls, and out of 14 children who recognized the Old Spise brand, all were boys.

Consider which hypotheses were confirmed and which were not.

2. Children recognize the brand that owns the commercial

Refuted - 56% of children know brands intended for children. However, it was very difficult for young consumers to recognize the commercial for products that are not intended for children. They were embarrassed (10) but either didn't name the brand at all or tried to guess (24).

3. Children recognize the brand that owns the commercial without difficulty within 5 seconds after it ends.

Refuted. Children rarely (2 cases) when they thought for a long time about what kind of brand it was. In another 38 cases, they named the brand. It was not always the correct name, but the answer did not make the children hesitate.

Based on the study, it can be concluded that children are more likely to pay attention and remember product advertising aimed directly at the children's target audience.

In addition, they also pay attention to advertising for a product used by a parent of the same gender as the child. Thus, children try to appear older and more mature than their age.

Research #3. Research topic: "Assessing the impact of advertising on the behavior and mood of children"

Method: Written survey.

The purpose of the observation: To study the opinions of parents regarding the impact of advertising on children.

Object of observation (Sampling): Parents of children 7-11 years old (100 people). Location: parent meeting at school No. 1400.

Tools: Questionnaire.

The research hypotheses are as follows:

4) Parents would like to completely prohibit children from viewing ads.

The questionnaire that was used to conduct the written survey is presented in Appendix 2.

Consider the answers to the questions received as a result of the survey among the parents of children.

Answers to question 1 "How often does your child watch TV?" are shown below in Fig. 2.

Figure 2. Responses to the question about how often children watch TV

Based on the answers to this question, we can conclude that children watch TV quite often. 70% of parents answered that their children spend from 30 minutes to several hours a day watching TV. It should be noted that for a given period of time, at least 1 time the child watches an advertising block (a series of advertising videos).

In order to obtain the most reliable results of the study regarding the impact of advertising on the child, then we will consider only those questionnaires that were included in the data of 70%, that is, 70 questionnaires.

Answers to question 2 “Have you noticed that your child is looking at advertising” are presented below in Fig. 3.

An analysis of the answers to this question showed that 90% of children, according to their parents, view advertising, that is, they purposefully study its content, follow the video series, including the main characters. Thus, we can conclude that children are exposed to advertising.

Figure 3. Responses to the question regarding the purposeful study of the commercial

Answers to question 3 regarding whether there are advertisements that parents would like to prevent their child from viewing are presented in Fig. four.

Figure 4. The answer to the question to identify the attitude of parents to the content of advertising

Thus, 99% of parents of children stated that there are promotional videos that they would like not to show to children. Content analysis of answers to an open question regarding the details of what kind of videos these are, allowed them to be grouped as follows (according to the relevance of mentions):

alcoholic (including low alcohol) and tobacco products;

means of contraception;

sweet products;

technology and electronics;

restaurants and cafes;

entertainment and recreation.

Answers to question 4 regarding the relationship between the influence of advertising on the desire to purchase the advertised product are presented in Fig. 5.

Figure 5. Responses to the question regarding establishing the relationship between the advertising of the product and the desire to buy it from the child

Based on the answers to the question, we can conclude that the impact of advertising on children leads to additional costs, because 59 people said that their child asks to purchase the advertised product within 1 to 3 days after viewing the advertisement of this goods.

Answers to question 5 will allow you to assess the degree of visible impact of advertising on the behavior of children. It should be noted that 80% of the respondents (56 people) answered that they noticed that the child copies the behavior of the actors. Among the most frequent answers, how exactly this happens, it should be noted:

Mimics behavior;

Quotes speech;

Putting on makeup (putting on make-up).

Thus, it can be said that the impact of advertising on children is undeniable. A sane adult will not imitate the heroes of advertising, while a child is not shy about doing it.

Answers to question 6 regarding the impact that advertising has on a child showed that all 100% of respondents described this impact in exclusively negative terms. Content analysis of the responses to this question allowed them to rank the most common responses as follows:

Attracting children to advertising certain goods, as a rule, has a positive effect on their promotion. Advertising addressed to children can also increase sales, because it is much easier to convince them of the positive qualities of the advertised product than adults. Understanding this, the legislator has introduced many restrictions and prohibitions regarding the participation of children in advertising and the focus of advertising on a children's audience. Let's talk about them in detail.

Article 6 of Federal Law No. 38-FZ of March 13, 2006 “On Advertising” (hereinafter referred to as Law No. 38-FZ) provides an extensive list of prohibitions designed to protect children from harmful information contained in advertising. Prohibitions are provided in order to prevent advertising from disrespectful attitude towards elders, humiliation of parents and educators, the emergence of unwanted emotions (for example, envy) in children themselves, as well as the formation of various complexes in them.

In addition, certain provisions of Law No. 38-FZ establish additional prohibitions that protect minors from certain types of advertising.

Note

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Discrediting parents

In paragraph 1 of Art. 6 of Law No. 38-FZ says that advertising does not allow discrediting parents and educators, as well as undermining the confidence of minors in them.

For example, the Ninth Arbitration Court of Appeal, in its decision of January 28, 2014 No. 09AP-46924 / 2013-GK in case No. A40-39112 / 13, noted the inadmissibility of ““exposing” the soullessness of an educator.”

Here is another example posted on the official website of the FAS Russia. In 2010, the antimonopoly authority found it improper to advertise services for the sale of mobile content. The advertisement contained the following text: “Your dad has allergies and will never buy you a puppy? Send an SMS to 5555 and a puppy will appear on your phone!”.

The inspectors came to the conclusion that such advertising discredits the parent, because. he is characterized as a sick person, unable to buy a puppy for his son. In addition, advertising encourages the child to commit an act bypassing the decision (opinion) of the sick parent (nothing is brought to his attention). And this undermines the trust in the parent.

Encouragement to convince parents to buy a product

The prohibition on inducing minors to convince their parents or other persons to purchase the advertised product is established in paragraph 2 of Art. 6 of Law No. 38-FZ. As an illustration, we can cite the decision of the FAS of the East Siberian District of November 22, 2011 in case No. A69-337 / 2011.

The advertisement for the bank loan showed a smiling child holding a bicycle. And the text of the advertisement itself read: “There are more and more happy people!”. The court considered that such advertising "may be a significant message to children about the need to demand from their parents the purchase of a bicycle or other product by virtue of their desire."

In addition, the arbitrators noted that advertising gives a minor a distorted idea of ​​the availability of goods purchased on credit for a family with any level of income. After seeing this advertisement, the child will want to "be happy" and be like the hero of the advertisement. And for this, he will need to convince his parents to purchase the advertised product (in this case, to get a loan).

Similarly, a violation of paragraph 2 of Art. 6 of Law No. 38-FZ, one can consider an advertisement for a pub with the text "When parents order - children are free." Such a text is perceived as an encouragement to parents to bring their children to the pub.

Another example is given in paragraph 17 of the Review of the practice of resolving disputes related to the application of advertising legislation (information letter of the Presidium of the Supreme Arbitration Court of the Russian Federation of December 25, 1998 No. 37). A trade organization - an advertiser used the phrase in a stationary outdoor advertisement: "At my school, many children have a computer." The antimonopoly authority considered that this advertisement inspires minors with the idea of ​​persuading parents or others to purchase the product. The company, on the other hand, tried to prove that the advertisement did not contain any direct proposals calling on a minor to convince adults to buy him the advertised product. In her opinion, the slogan is a narrative and impersonal sentence, therefore, it cannot be considered as a suggestion addressed to minors.

The court upheld the antimonopolists. The arbitrators emphasized that from the context of the advertising slogan it clearly follows that we are talking about children - students of the school (ie, minors), and the advertisement itself is intended for their attention and addressed to them. Advertising attracts the interest of minors to an expensive product that increases the prestige of the child among peers. At the same time, such advertising inspires children with the idea that many schoolchildren they know already have a computer, and, therefore, it is affordable for most families. The distribution of such advertising is clearly aimed at arousing in the child the desire to belong to those "many guys" who own computers.

Creating a distorted view of product availability

In accordance with paragraph 3 of Art. 6 of Law No. 38-FZ in advertising, it is not allowed to create a distorted idea among minors about the availability of goods for a family with any level of income.

In the already considered decision of the FAS of the East Siberian District, in its decision dated November 22, 2011 in case No. A69-337 / 2011, the company managed to violate this provision of the law. The court stressed that the advertisement (a child with a bicycle) gives a minor a distorted idea of ​​the availability of a product purchased on credit for a family with any level of income.

Another example. The bank in its advertising used the following text: “Vozrozhdeniye Bank. A bank that is always with you. Yesterday they chose a car…”, which was accompanied by an image of three young children sitting in the open trunk of a car. The antimonopolists considered that this advertisement violated the requirements of paragraph 3 of Art. 6 of Law No. 38-FZ. In their opinion, the combination of the text “Yesterday they chose a car” and the images of children creates a distorted idea in minors about the availability of goods for a family with any level of income. The court agreed with this point of view (decision of the Arbitration Court of the Stavropol Territory dated April 15, 2014 in case No. A63-20 / 2014).

Giving the impression that owning the product makes the child better than their peers

In paragraph 4 of Art. 6 of Law No. 38-FZ says that advertising does not allow the creation of the impression among minors that the possession of the advertised product puts them in a preferable position over their peers.

From the practice of the antimonopoly authorities, a case is known when an organization placed an advertisement on television in which two schoolgirls discuss their classmate: “Fu, he is dressed unfashionably and yesterday he got a deuce in a lesson.” And the advertising slogan read: “Down with the deuce with new smartphones!” The inspectors considered that this advertisement violated paragraph 4 of Art. 6 of Law No. 38-FZ.

Formation of an inferiority complex in children who do not possess goods

Thus, the Federal Antimonopoly Service of the Volga District, in its decision dated April 12, 2012, in case No. A55-8744 / 2011, declared the advertisement of the following content to be inappropriate:

“- Look at Masha's jacket! From last season!

And I also saw her deuce in her diary.

Fuuu. “Deuce” is not fashionable now!

Get ready for the school year with Mediamarkt! Only from 12 to 24 August. Lenovo all-in-one laptop: Processor: Intel Pentium T4400, NVIDIA graphics. In total for 14444 rubles ... ".

The arbitrators emphasized that the use of an image that evokes negative associations (failure in school, lack of branded clothing) subconsciously creates an attitude to the need to purchase a product (namely, a Lenovo universal laptop).

Showing children in dangerous situations

Paragraph 6 of Art. 6 of Law No. 38-FZ prohibits showing minors in dangerous situations. Dangerous situations include, in particular, situations that induce them to take actions that may endanger their life and (or) health (including causing harm to their health).

An example is the decision of the Moscow Arbitration Court dated October 4, 2011 in case No. A40-67828/11153-599. In this case, the violation was the image on the cover of a music album of an underage girl with a gun pointed in front of her. The image was accompanied by the text "THE MOST SCANDALY "HEAVY" ALBUM OF SPRING" and an image of blood.

The Court held that the use of a child's likeness in such an environment was regarded as a violation of the rights of the child and advertising legislation. And the deliberate creation of a threatening atmosphere around the child is contrary to his normal upbringing and development.

Note that the offender tried to convince the court that the advertisement was not a realistic depiction of a child. However, the arbitrators did not take this argument into account.

Also a violation of paragraph 6 of Art. 6 of Law No. 38-FZ, the image of a child with a cigarette in his mouth can be considered (decree of the Supreme Court of the Russian Federation of June 15, 2015 in case No. 307-AD15-3751, A13-7185 / 2014).

By the way, the advertisement already reviewed, which depicts children sitting in the open trunk of a car (decree of the Arbitration Court of the Stavropol Territory dated April 15, 2014 in case No. A63-20 / 2014), is also a violation of paragraph 6 of Art. 6 of Law No. 38-FZ. The company, in its defense, stated that children sitting in the trunk of a car were not in danger. They smile as the car stands still. Therefore, the onset of adverse effects for children is excluded.

To this, the court replied that children are practically defenseless against external psychological influence due to naivety, lack of life experience, knowledge, resourcefulness and formed their own opinion. Therefore, their presence in the trunk is a dangerous situation, regardless of whether the car is moving or standing still.

Downplaying the Skills Required to Use the Product

This prohibition (clause 7, article 6 of Law No. 38-FZ) is designed to protect children from goods whose use may be dangerous. That is why if the results of using the product are shown or described, then the advertisement should contain information about what is really achievable for children of the age group to which this advertisement is addressed (Resolution of the Federal Antimonopoly Service of the East Siberian District dated 06.05.2004 No. A78-5583 / 03-C1 -28/293-Ф02-1479/04-С1).

Formation of an inferiority complex due to external unattractiveness

The prohibition of advertising with such an impact is established in paragraph 8 of Art. 6 of Law No. 38-FZ. It would be a violation, for example, to demonstrate the disappointment of a young man when meeting a girl (presumably underage) wearing braces. Such advertising forms an inferiority complex in children, associated with their external unattractiveness, tk. the presence of braces in a girl causes a young man's dislike and unwillingness to get acquainted.

Children in alcohol advertising

Clause 6, Part 1, Art. 21 of Law No. 38-FZ contains a ban on the use of images of people (including minors) in advertising of alcoholic products.

In addition, alcohol advertising should not be addressed to minors (clause 5, part 1, article 21 of Law No. 38-FZ). Accordingly, advertising of alcoholic products cannot be placed in stationary retail outlets specializing in the sale of goods for children, or be aimed at attracting the attention of minors (letter of the Federal Antimonopoly Service of Russia dated 02.12.2011 No. ").

Other violations

In addition to the list given in Art. 6 of Law No. 38-FZ, the legislator highlighted some other prohibitions, in particular, on:

• advertising in textbooks and manuals (part 10 of article 5 of Law No. 38-FZ);
• appeal to minors and the use of their images in advertising of weapons and military products (clauses 2 and 3 of part 6 of article 26 of Law No. 38-FZ);
• appeal to minors advertising medicines, risky gambling and betting (clause 1, part 1, article 24, clause 1, part 1, article 27 of Law No. 38-FZ);
• placement of advertisements containing advertising information prohibited for children near (i.e. at a distance of at least one hundred meters from their borders) children's educational, medical, sanatorium, sports and sports organizations, as well as organizations of culture, recreation and health improvement of children ( Part 10.2, Article 5 of Law No. 38-FZ). What information is prohibited for dissemination among children is stated in the Federal Law of December 29, 2010 No. 436-FZ “On the Protection of Children from Information Harmful to Their Health and Development” (hereinafter referred to as the Law on the Protection of Children);

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Part 2 Art. 5 of the Child Protection Act

Information prohibited for distribution to children includes information:

1. inciting children to commit acts that pose a threat to their life and (or) health, including harm to their health, suicide;
2. capable of causing children to desire to use narcotic drugs, psychotropic and (or) intoxicating substances, tobacco products, alcoholic and alcohol-containing products, take part in gambling, engage in prostitution, vagrancy or begging;
3. substantiating or justifying the permissibility of violence and (or) cruelty, or inciting to carry out violent actions against people or animals, with the exception of cases provided for by this Federal Law;
4. denying family values, promoting non-traditional sexual relations and forming disrespect for parents and (or) other family members;
5. justifying illegal behavior;
6. containing foul language;
7. containing information of a pornographic nature;
8. about a minor who suffered as a result of unlawful actions (inaction), including last names, first names, patronymics, photo and video images of such a minor, his parents and other legal representatives, the date of birth of such a minor, an audio recording of his voice, his place of residence or place of temporary stay, place of his study or work, other information that allows to directly or indirectly establish the identity of such a minor.

• placement of advertisements for information products subject to classification in accordance with the requirements of the Law on the Protection of Children, without specifying the category of this information product (part 10.1, article 5 of Law No. 38-FZ). In letter No. AK/27944 of August 28, 2012, the FAS Russia clarified that this requirement applies only to advertising of information products, and not to advertising of other goods or services (for example, a bank deposit, a car dealership, a restaurant, etc.).

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Paragraph 5 of Art. 3 Law No. 38-FZ

information products - intended for circulation on the territory of the Russian Federation, mass media products, printed products, audiovisual products on any type of media, programs for electronic computers (computer programs) and databases, as well as information disseminated through entertainment events, through information - telecommunication networks, including the Internet network, and mobile radiotelephone networks;

Not only a whip, but also a gingerbread

According to some experts, one of the shortcomings of modern advertising legislation is a significant "skew" towards the establishment of various prohibitions and restrictions.

In this regard, one cannot fail to mention a three-year moratorium (for 2016-2018) on scheduled inspections of small businesses (part 1 of article 26.1 of the Federal Law of December 26, 2008 No. 294-FZ "On the protection of the rights of legal entities and individual implementation of state control (supervision) and municipal control”, hereinafter referred to as Law No. 294-FZ). This prohibition also applies to verifications of compliance with advertising laws. This was recently reminded by the FAS Russia in a letter dated 08.12.2015 No. AK/41908/15 "On inspections in the field of advertising in the period 2016-2018".

At the same time, the FAS Russia drew attention to the fact that this moratorium applies only to scheduled inspections, and does not apply to unscheduled ones.

You can find out if an audit is planned for the company on the website of the Prosecutor General's Office (http://genproc.gov.ru/). The relevant information is posted on the website no later than December 31 (part 7 of article 9 of Law No. 294-FZ). Finding her is easy. The section "Consolidated inspection plan" can be accessed from the main page of the site.

Of course, failures and errors are possible in the operation of any electronic system. Therefore, it cannot be ruled out that a small business entity will still find itself in terms of inspections. In such a situation, he can submit an application to the antimonopoly body (in the manner established by the Government of the Russian Federation) for exclusion from the plan.

It is possible that the anti-monopolists will still come to a small business entity with a scheduled inspection. In such a situation, it must be remembered that before it begins, they must explain to the representative of the company the provisions of Art. 26.1 of Law No. 294-FZ. If after that the firm submits documents confirming that it is a small business entity, then the verification is immediately terminated. In this case, the inspectors must draw up an act to terminate the inspection.

When the check continues no matter what, the controllers should recall the content of Part 7 of Art. 26.1 of Law No. 294-FZ. It says that conducting an audit of companies in respect of which a moratorium is established is considered a gross violation of the law and entails the invalidity of the results of the audit.

Young viewers love to watch funny commercials. How does advertising affect children and what to do about it?

Advertising for children of sweets, fast food, toys, video games is played on children's channels, posted on the Internet, molded on toy boxes, book and notebook covers, on billboards in amusement parks. The most grateful audience is kids. Two-three-year-olds perceive commercials simply as funny stories - and memorize advertising slogans by heart, like poetry. Therefore, it is generally better not to let them near the TV, except for watching cartoons.

Advertising spoils the relationship between parents and children. Photo: talgroupinc.files.wordpress

What's good?

Parents can say: “Look, it’s true, a person becomes more beautiful when he smiles!” (about advertising chewing gum). Or: “To jump and run so cool, you need to do exercises in the morning!” (Regarding an advertisement for an energy drink or bar). The main condition is that they be nearby, and not chat on the phone or sit at the computer while the child watches cartoons.

Advertising still teaches something useful: for example, brush your teeth and wash your hands before eating. Photo:preciouspearlsdentalcare

What is the law?

The law of Ukraine "On Advertising" explicitly prohibits "creating in children the impression that the possession of the advertised products gives them an advantage over other children." Also, the advertisement “should not indicate the possibility of acquiring the advertised product, designed primarily for children, by each family without taking into account the possibilities of its budget”, contain “calls to children to purchase products or contact third parties with a request to make a purchase.”

Little tricks

In fact, advertisers deftly circumvent all the rules and laws: they use not direct statements, but hints, psychological manipulation, and sometimes outright lies. For example, in the West, the following move has long been worked out. Some supernova lovely toy is being advertised before Christmas. Children squeeze out a promise from their parents to buy it under the Christmas tree. But for the holiday, only a limited batch is delivered to stores, which is immediately snapped up. Parents who did not have time have to buy something equivalent, similar, to the previous model. And after the holiday, at a dead time for sales, they again begin to advertise the new toy and now they are already reporting that they brought it in the right quantities. Children whine: "You promised!". And the ancestors have no choice but to go to the store again.

Question answer

Maria K., Kyiv

If he's just acting up, divert his attention or say firmly: no, we won't buy this. This is harmful (expensive, not necessary, there is already such a thing at home).

- I want candy! Buy! Photo: http://cdn.skim.gs

But there is one caveat. Some things (toys for a little one or clothes, some kind of gadget for a teenager) can be really very important, because they will allow the child to feel confident around other children. Everyone has it, but he doesn't, and he becomes an outcast.

A momentary whim differs from an urgent need in that the child will not forget about the need either tomorrow, or the day after tomorrow, or in a month. If so, don't give up. It can be explained that now there is no money in the budget for the purchase, but in a couple of weeks there will be - so the child will get used to the idea that in order to possess those wonderful things that he saw on TV, you need to work.

Olga Vorontsova

Advertising influences children, children influence the market. American marketers estimate the "consumer value" of a child at $100,000 - that's how much one American should spend on purchases throughout his life. Every year, the average American child sees 40,000 TV commercials.

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

Allen Kanner, a psychologist, believes that consumer sentiment is on the rise among children.

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

The age at which advertising is designed is constantly decreasing. Now a two-year-old child is a full-fledged object of influence of television and other types of advertising. And such advertising does not go unnoticed. According to recent research by Dr. Kanner, the average three-year-old American child knows 100 different brands. Every year, an American teenager spends $1.4 thousand on fashionable clothes and shoes.

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

In the 1960s, parents of children aged 2 to 14 spent a total of $5 billion a year under the influence of their children. In the 1970s, this figure was $20 billion, in 1984 it rose to $50 billion, in 1990 to $132 billion. ) have approximately $15 billion of their own money at their disposal, $11 billion of which they spend on toys, clothes, sweets and breakfast. In addition, 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 spending. In 1997, children under the age of 12 spent more than $24 billion of their own money, while under their direct influence, the family spent an additional $188 billion.

In 1999, a group of 60 psychologists wrote to the American Psychological Association in an open letter demanding that the Association give its opinion on advertising directed at children, which the authors of the letter considered unethical and dangerous. Psychologists called for research into the psychological techniques used in commercial children's advertising, the publication of the results of these studies and an ethical assessment of these technologies, and the development of strategies that would protect children from commercial manipulation.

Later, similar studies were carried out. One of the Association's conclusions is that TV ads instill unhealthy habits in children. Studies have shown that a child under the age of 8 is not able to critically perceive such advertising and tends to treat it with complete confidence.

Considering that candies, sugary cereals, sugary drinks and all sorts of snacks are among the most advertised products, advertising thus misrepresents a healthy balanced diet. The American Psychological Association has recommended a ban on all types of advertising directed at children under the age of 8. However, no serious measures were taken to restrict children's advertising. Advocates for children's advertising cite the rights of children as consumers. Officials - for freedom of speech and entrepreneurship Washington ProFile - http://4btl.ru/info/news/4083.

Russian psychologists also cite disappointing data.

“Kids really love watching ads. "Little children are primarily attracted to a bright picture and a fun story, and only then the advertised product," - say representatives of the research company. Moreover, the older the child becomes, the less he watches ads. According to data obtained by ITAR-TASS, if at the age of 9 a TV commercial is watched to the end by 44.8% of children, by the age of 19 only 15.9%. A little more active is the youth audience from 20 to 24 years old - 18.2% of respondents watch TV ads”.

First, time and money. Advertising is an expensive pleasure, and the price does not dispose the advertiser to the detailed characteristics of the 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 get as much information as possible in a short time. Advertising is informative and easy to remember. Moreover, children remember it easier than adults, since their head is not so full of various information.

Secondly, the frantic pace of life in a modern metropolis. Parents simply do not have the time or energy to raise their children, for long explanations of 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 that their parents once thought in sayings and proverbs.

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

Advertising, being a simplified scheme of behavior, gives the child the opportunity to develop. He constantly masters the stereotype of adult behavior, and games and fairy tales help him in this. In fairy tales, children are offered decisions about what is right and what is not, how to act in certain situations. Through play, children develop their own scenarios of behavior. Advertising in the perception of a child is a synthesis of a game and a fairy tale. The heroes of commercials are simple and linear, their desires and actions are devoid of nuances, understandable to the child.

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

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

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

Anti-tobacco, anti-alcohol and any "anti-harm" advertising, overloaded with useful tips and stories about the dangers of the product, scares and repels children and adolescents.

Children start smoking and drinking alcohol sooner than statistics suggest, and actively advertised beer among the drinks consumed is a completely harmless thing.

First of all, the child imitates the nearest adults or tries to behave differently from them. The financial situation and social status of the family, ways to spend leisure time, relationships in the family - this is what affects children. Advertising also plays a minor role Alina Dudareva. Attention! Children! - http://rupr.ru/art/raznoe-vnimanie_deti.php.

Each age period has characteristic features of the 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. A complete course in developmental psychology: a textbook. Golden Psyche - 2001..

Early childhood (age from 2 to 6 years) is characterized by the active development of all cognitive processes - the 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 the 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 feelings of his attitude towards people around him, the child receives his main life experience from participating in communication and from observing people around him. As soon as an advertisement enters the field of view of a child, he, because of its attractiveness, brightness, begins to analyze, trying to shift the behavior patterns that he sees in short videos to his own behavior as much as possible.

Commercials offer simple problem-solving methods: if you can't do your homework, eat chips; if you are ugly, put on jeans of a famous company - and all men will fall at your feet. No need to do anything, no need 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 an incredible power of suggestion and is perceived by children as something indisputable. If adults are able to draw a line between the real world and the virtual world of advertising, then children cannot. A small child literally understands everything he sees and hears. Heroes of advertising for him are real characters - bright and attractive. And their way of life, tastes, passions, manner of speaking become the standard - often rather dubious Olesya Volkova. Children's health. The impact of advertising on children. My baby and me, No. 7, 2007.

An important place in the development of the 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 in such concepts as truth and lies. But, advertising images can violate the correct ideas of the child about such concepts.

On the other hand, the heroes of television series (Smeshariki, Ryzhiy Ap, etc.) or the images of idols - famous football players, actors or musicians whom they seek to imitate and the goods they advertise form the basis of a children's subculture, outside of which it is difficult for a child to build communication with peers. For children, this is information about what is currently relevant and fashionable. Advertising from an early age teaches a child to navigate the adult world of commodity-money relationships.

Young children are primarily attracted to the movement on the screen and a bright picture, and not the meaning of the advertising message, psychologists say. - The flow of semantic information is perceived by them unconsciously. This is based on the physiological characteristics 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 more changes, the stronger the attention to them.

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

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

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

Thus, false values ​​will be formed in the child: advertising of expensive products, luxury items that are inaccessible to the majority of the population, leads to negative emotional reactions. Very often, in modern domestic advertising, things appear that, according to the laws of ethics, are not publicly discussed. Repeated repetition of such stories can also create an oppressed mental state of viewers. If we also take into account the general psychological background of domestic television broadcasting, which introduces an imbalance in the social and interpersonal relations of 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 launching the subtle mechanisms of human emotions and motivation, advertising, in essence, forms a modern person.

A child, thanks to advertising, may have life stereotypes: a Mercedes or an apartment on Rublyovka, this can be changed, the worse is that the child sees around him a lot of advertising that promotes the so-called. narcotics. Some public figures argue that advertisements for alcoholic beverages and cigarettes encourage young people to smoke and drink. But, psychological attachment to this is formed in childhood. The child sees flashy, bright images in front of him. Some beer advertising is based on controversy. The inquisitive mind of a child remembers such images.

On March 13, 2006, the Federal Law of the Russian Federation No. 38-FZ "On Advertising" was adopted. For the purposes of the law, it is noted: the development of goods and services, the realization of the consumer's right to receive fair and decent advertising.

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

Stating the fact of the significant influence of advertising on the formation of preschoolers, schoolchildren, and later young people, one cannot but 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 the child, although some find positive aspects in viewing advertising by children. 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.

Even Without a doubt, we can say that children are greatly influenced by the world around them. This is taken into account in advertising messages aimed at children. It cannot be said that this Code takes into account all aspects of the creation of advertising products aimed at children, because to the end it is more difficult to take into account all the psychological traits of a child than an adult. True, separate, they can be called the main ones in this Code, features are present in it. As evidence that even a small video clip can cause a negative reaction in children, we can recall the case when a TV company in Japan produced a short cartoon for children, which was filmed using modern computer technology for calculating human movements. At first glance, this product did not pose any danger to watching it on television. It provided for all aspects related to the creation of an advertising message aimed at children, but it turned out that after watching such an active video, the children simply began to go crazy. Since it later turned out that the character that was invented evoked a very strong sense of presence (it looked like it was alive). This proves to us that even the use of the Code is not able to protect consumers from a negative reaction.

Advertising that is sent for viewing by children must be carefully processed for psychological fusion into the child's still unformed mind. In the West, and in principle now in our country, on the product (toys, computer games, films) they began to put an age permit on the use of this product. True, in our country this is not observed as it should be, but nevertheless it is necessary for the correct use of goods and services aimed at children.

The code provides for the following features: identification, violence, human values, security, hard sell, truthfulness, price. Advertising messages should not exploit the gullibility of children, as well as their sense of devotion. Advertising messages aimed at children, as well as capable of influencing them, must not contain any statements or images that can lead to mental, moral or physical injury.

An advertising message should not destroy universal human values, including suggesting to a child that the possession of this product or its use can give physical, mental or social superiority over peers. The message should not encourage disregard for authority, power, parental opinions and other norms and rules in force in society.

The indication of the price of the goods should not lead the child to misunderstand the true value of the goods, for example: by using the word "only". No advertising message should give the impression that the product being advertised is easily accessible to any family of any wealth.