儿童广告英文.pptVIP

Advertising to children Advertising to children is often the subject of debate, relating to the alleged influence on children’s consumption. In most countries, advertising for children is now framed by a mix of legislation and advertising self-regulation. Definition of children 12 is commonly used as a cut-off point, on the basis of the widespread academic view that by the age of 12 children have developed their behavior as consumers, effectively recognize advertising and are able to adopt critical attitudes towards it. Consumption volume According to the Federal Trade Commission, food and beverage companies (44 companies reporting to the FTC) in the US spent approximately $1.6 billion in 2006 to promote their products/services to children. viewing 电视收视率调查(CVSC-TNS Research，2002)，从晚上6点至9点，4至14岁的中国大陆儿童在中央电视台1台的平均收视率为3.5%，相当于8330000名儿童观众。在节假日收看电视的儿童则更多 Regulations In the United Kingdom, Greece, Denmark, and Belgium advertising to children is restricted and in Quebec, Sweden and Norway advertising to children under the age of 12 is illegal EU Audiovisual Media Services Directive The EU Audiovisual Media Services Directive, due to replace the Television Without Frontiers Directive in all member states by the end of 2009, sets out several EU-wide rules on advertising and children: Advertising shall not cause moral or physical detriment to minors, and shall therefore comply with the following criteria for their protection: a. it shall not directly exhort minors to buy a product or a service by exploiting their inexperience or credulity; b. it shall not directly encourage minors to persuade their parents or others to purchase the goods or services being advertised; c. it shall not exploit the special trust minors place in parents, teachers or other persons; d. it shall not unreasonably show minors in dangerous situations In addition: e. Children’s programs may only be interrupted if the scheduled duration is longer than 30 minutes f. Product placement is not allowe