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Because children tend to believe, children prefer ads
the power to create and turn into buying behavior
rather high. Specialist Psychologist / Pedagogue Sinem Olcay
Describes the negative effects on children.
In today's world, media is one of the leading factors that affect people's mental and emotional processes. In particular, advertisements that appear every day through electronic media channels (tv, radio, internet) have a serious impact on children, both psychologically and behaviorally. Children under the age of eight are not capable of critically evaluating television advertisements. Young children tend to see the exaggerated and biased messages given in advertisements as accurate and reliable and easily believe the information presented. This situation causes serious developmental disadvantages such as children being influenced by advertisements, focusing on materialistic values, acquiring unhealthy eating habits, developing irrelevant desires about certain products and having conflicts with parents.
Because of the tendency of children to believe, the ability of children's advertisements to create preferences and purchase behaviors is quite high compared to adult advertisements. Even if children have seen it once, they can remember the content of the ads and become able to prefer that product. In addition, repeated advertisements increase and strengthen the child's desire for the product. In particular, advertisements through a superhero, cartoon or game character that children want to identify are very effective in guiding children. Encouraging content and dishonest information you encounter in most advertisements is enough to create unreal and false images about the product in the child's mind. For example, a child may place his ad in his mind as products suitable for himself, who must eat a lot of sugary or fatty snacks to which he watches, or decisively desire the toy he sees in the ad, even though he is not age-appropriate. It can be very difficult for parents to break false perceptions promoted by advertisements and to direct the child to the right one.
To solve this problem, parents need to be able to provide children with media literacy skills from an early age. Children need help to develop a critical view of what they watch on television. To minimize the negative impact of ads on your child, you can talk about the ads from the beginning: 'How do we know that this chocolate really gives you strength? The honey and cheese you eat at breakfast will feed you much better.
What do you think the advertisers want you to think? '. Such parental approaches, which raise awareness and develop questioning skills, are the most effective ways for the child to acquire a truthful perspective and to acquire the right behavior habits in contrast to the advertisements presented.