Advertisers like to take advantage of children.docVIP

Advertisers like to take advantage of childrens natural credulity. In a world full of dazzling advertisements, how do children react to them? Have they learned how to weigh up advertising before they succumb to its promises??广告客户喜欢利用儿童天生轻信的特点。在一个充满令人眩目的广告世界，儿童对此类广告的反 应如何？他们在接受广告承诺之前，是否学会了怎样评价广告呢？“Whys that man got his hand up a sock? Dont they know how to do it properly? Thats not going to get me to buy it, is it?” carped one seven-year-old about the glove puppets used in Burger Kings The Lost World television advertisement.?“为什么那个人将手伸到袜子里？难道他们不知道怎么做是对的吗？那样子是不会使我买的，对吧？”一名7岁儿童看到汉堡王的电视广告《失去的世界》中的布袋木偶，挑剔地说。Call it cynicism. Call it sophistication. Nowadays its not unusual to find children as young as four making judgments like these, claims Nicky Buss of the advertising agency Ammirati Puris Lintas in London. By then children are “brand literate” and they can see through “marketing hyperbole”.?你可以管这叫玩世不恭。你可以管这叫精于世故。伦敦灵狮广告公司的尼克·布斯声称，如今见到4岁的孩子做出这样的判断是经常的事。4岁的孩子们已经“精通各种品牌”，并能看穿“广告的夸张”。Or can they? Is advertising geared at children even ethical? Since the 1970s, the battle between the forces for and against child advertising has hinged on whether or not kids understand the motive behind advertising. The debate is far from over, but new studies suggest that Buss is onto something. Either children are getting wise to the advertising game, and at an earlier age than in the 1970s and 1980s, or in the past psychologists underestimated their young subjects ability to work out other peoples motivation.?或者，他们真能么？瞄准孩子的广告符合道德吗？自20世纪70年代以来，赞成与反对儿童广告两股力量之间的斗争，集中在孩子们是否理解广告后面的动机。这场争论远未结束，但新的研究显示，布斯已有所进展。要么是与七八十年代相比，孩子们在更小的年龄懂得了广告游戏；要么是过去的心理学家们低估了这些年幼的研究对象理解他人动机的能力。It doesnt take a genius to work out why advertisers are trying harder to market directly to children. British children aged four to fourteen spend an average of pound;2.49 each week. This makes the pocket money market worth more than?ê1.5 billion a year, according to a recent report from management consultancy Data