Harm And Strategies Of Children’s Image Is Widely Used In Our Country Television Commercial Advertisement

The image of children’s television commercials in the early mainly appeared in thematernal and child supplies advertising. With the rapid development of advertising,now the children participate in advertising (that is, children’s image appears thephenomenon has been more and more). Empirical investigation shows, the use of theimage of the child television commercials in the existence of universal phenomenon,not only all kinds of children’s products are widely used in advertising images ofchildren, and many non-children’s products in television advertisements are alsofrequent images of children. Therefore, in-depth study of hazards, children’s image intelevision advertising widely used has a very important practical significance toexplore measures to reduce such harm.There are three main causes of child image in TV commercials in the widely used:one is driven by commercial profit, children’s childlike, lovely lively visual featureseasy access to all kinds of audiences, to enhance the effect of advertising, salespromotion of great help, making the advertisers and advertising people like toparticipate in children’s image TV advertising. Two as need a TV audience of parentsand children, the first parents vanity, loving face, boast of psychological influenceparents to let children participate in advertising behavior, parents vanity timeprompted the flooding of children image. Secondly, because the child in the immatureperiod, the lack of rational decision, blindly follow the children’s own characteristics,also helps children image pan. Three is the imbalance of social environment, thecurrent can not be optimistic about the social environment, especially the advertisingenvironment chaos, advertising the lack of laws and regulations, inadequateenforcement causes accelerated the flooding of children image.Positive significance for children image pan TV commercial advertising is: can notonly to children delivered excellent ideological and moral concepts, but also canenrich children’s knowledge, broaden their horizons. However, the image of childrentelevision commercials for the harm is far greater than its positive impact, overall ismore harm than good. The image of the child in the television commercialadvertisement widely used first to the children in the audience itself brings massiveharm, mainly includes four aspects: first, the concept of misleading children, lead tomisunderstanding children into knowledge, the formation of false morality and values;second, misleading children behavior, prompting comparisons show and irrational consumption behavior; third, misleading children language, a serious impact on thecorrect language learning for children. Fourth misleading children precocious, causechildren psychological maturity, the children early to establish adult heterosexualcontact values and interpersonal values. Secondly, also have a negative impact on theadvertising industry, advertising industry such as not conducive to innovation andlong-term development.Children are the hope of the future, with the negative impact of the advertisingenvironment on the growth of children’s healthy development is extremelyunfavorable. So we must think of ways to reduce the TV advertising images ofchildren with adverse effects. In terms of the actual conditions of China, harm maytake the following three measures to reduce children’s image is widely used: first,efforts to improve the media literacy education of children. First, give full play to theimportant role of family education in the practice of advertising literacy education ofchildren. Parents should try to promote their advertising literacy, in the family set theyounger children’s media terminal "gatekeeper", parents should pay attention to guideand regulate the media habits of children. Secondly, as popular as the school medialiteracy education. The school should strengthen the construction of teachers, improveteacher’s media literacy education level, using a variety of forms to carry out theschool media literacy education and actively create a family, school, community, themedia interactive education network, to jointly promote the development of schoolmedia literacy education. Second, enhance the advertising people’s sense of socialresponsibility and self-discipline consciousness. Advertisers should strengthen theirsense of social responsibility, advertising companies should pay attention to moralcharacter test, the advertiser should strengthen their own moral accomplishment in theintroduction of talent, keep in mind the creation principle. At the same time, theadvertising industry association shall urge the advertising industry, strengtheningself-discipline consciousness. Third, management experience from western countries,perfect the laws and regulations on advertising to children. The rule of law toformulate the relevant advertising to children with high definition, strong operability;broadcast time and limit the number of children image advertising and thestrengthening of government review and supervision and management.