| Children under the age of sixteen, according to the age of the psychological characteristic of phasedifference can be divided into four stages： the first stage is0-2years old, the second stage is3-6,7yearsold, the third phase is6,7-11,12years old, the fourth phase is11,12-15, age16． The four stages ofpsychological characteristics to develop by leaps and bounds, they are progressive, the next stage in thedevelopment of more than one stage of psychological development based．Because of the individual psychological features of different stages, plus a family, social, and culturalfactors, children’s information selective exposure characteristics in various psychological stages also showsdifferent characteristics． Coupled with the dissemination of advertising the stakeholders： advertisingregulatory departments and advertising practitioners in their respective interests, have different informationselectively contact characteristics, so the problem of children appeared, including the illegal ads, violateadvertising ethics advertising, especially for children with negative effects of advertising． Current mediatechnology developed, a plurality of media development, the emergence of new media is the advertisingindustry development opportunities, but also on the advertising industry presents a greater challenge,children’s advertising is one of its manifestations． These children induced by ad children formed thewrong outlook on life, values; cause children to unhealthy lifestyle and behavior; influence children’sscientific knowledge; on the health of children growth has many adverse effects．In the light of these negative effects, the reference to a large number of literature, summarizes thepredecessor research Chen country, combined with the reality, puts forward some solving methods andways：first, continue to strengthen the supervision and management of advertising; second, to construct thepluralistic social responsibility theory as the core of the advertising ethics system; third, according to thecharacteristics of different stages of children, are children of advertising literacy education．The advertising industry health development needs the joint efforts of all stakeholders． Improve thechildren advertisement present situation also requires all aspects of social support and participation．I hopethat my study allows society to pay more attention to children’s problem of advertising, the advertising industry more support, advertising can really take as part of the cultural industries responsibility andobligation, for China to create a socialist harmonious culture to make contribution．... |
