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Kellogg cereals and children's television advertising

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Introduction

Kellogg cereals and children's television advertising Background 1. Kellogg's is the largest manufacturer of ready-to-eat cereals. Its sales alone total more than that of the 2nd & 3rd largest manufacturers. 2. Since 1970 a debate has been on as to whether Cereals form a nutritional food supplement for children. 3. At various periods there has been a call for a ban on all advertisements for children. Reasons stated were i. Children place indiscriminate trust in televised advertisements. ii. They do not understand the persuasive bias in television advertisements iii. The techniques, focus & themes used in child oriented TV advertising are misleading. 4. Since 1971 Kellogg's company has been active in attempting to refute the charges leveled at its cereals, in areas of nutrition & advertising. Significant problems Through out the case the focus has been on two major problems, firstly, whether the product, i.e. Cereals has a significant nutritional value. And secondly whether the practice of advertising to children is justified even if the product ranks high on the nutritional scale. ...read more.

Middle

3. In 1978 the FTC staff proposed a ban on children's advertising. 4. Yet the FTC Improvement Act passed in 1980, prohibited the FTC from promulgating children's advertising rules. This was attributed to a change in the Washington Administration propagating that some special favors were being performed for a select few. 5. In 1984 the Federal Communications Commission (FCC) also eliminated its guidelines on children's advertising. 6. This continued till in 1991 the congress approved the Children's television Act. Which restricts time allowed for advertising during children's programs to 10.5 minutes per hour on weekends and 12.5 minutes per hour on weekdays. Underlying assumptions Assumptions made by the groups calling for ban on advertisements 1. All ready- to-eat cereals lack on nutrition content. 2. Children do not posses the cognitive ability to evaluate advertisements properly. 3. Children get carried away by the advertisements and tend to be taken up by the magical promises that the product will build muscles or improve athletic performance. ...read more.

Conclusion

4. Initiatives should be taken to spread more information and increase general awareness. 5. The various departments like FFC should hold workshops on Recommended Dietary Allowance and similar topics to help the parents and their children to realize the importance reality of the nutrition content in these ready-to-eat cereals. 6. Children must be counseled on the impact of such ads. Recommended solution A combination of the first three solutions would be the ideal solution to the problem at hand. Stricter regulations are a must if we want the companies to be more prompt in their production and advertisements. It is equally important for the parents to realize the affects of not only the products but also the advertisements associated with them. The first step in bringing about this should come from the manufacturers who should take social responsibility and at the least let the public know what their products contain. Hence, significant efforts from all the related parties are essential to bring about a permanent solution to this problem. JANAKI D PGPMS A Kellogg cereals and children's television advertising ROLL NO:18 1 ...read more.

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