Children have been one of the targets of the ads but also one of their recurring hooks. You just have to open a magazine from the early twentieth century – and finding them is very easy: many libraries have online newspaper libraries – to see it. There are many advertisements selling products to mothers using their children’s claim, from condensed milk to syrups, promising that it will make them healthier or stronger.Things have not changed that much since then, because children are still a recurring claim to sell things to adults. They appear in campaigns from supermarket chains to car advertisements. But how is this representation of children in advertisements? Are brands using them in a way that is not exactly positive?This is what a recent study points out, which has analyzed how boys and girls are represented in Internet advertisements in Spain.His main conclusion is that most of the time the image of the little ones is “inappropriate”.

The study, carried out by two Senegal Email List pediatricians from the Clínica Universalized de Navarre, has studied the different advertising formats that were served on the 20 most visited pages in Spain. They have followed up on those ads that show children and have compared the representation with those recommended by both Spanish and European legislation.The researchers made a code of good manners synthesizing the community and state laws and then crossed them with the advertisements. Their conclusions are negative: in two out of three ads, children do not appear in an appropriate way.Children sell things to adultsWhat makes ads clash with good practice? The question is both in substance and in form. “Of the 173 advertisements studied, the use of the minor in most advertisements is not justified and encourages values ​​that are not positive and that favor situations of inequality,” explains Felipe Garrido, one of the researchers responsible for the study, as collect .

Thus, researchers have found that children sell products mostly to adults. More than half of the ads featuring children do not sell things to other children, but to the adults who are watching them. Their data indicates that 52% of the ads sell products such as insurance or affiliations to NGOs.Similarly, if a boy appears in an advertisement, he is most likely accompanied by a woman rather than a man. Researchers point to a disparity of 54.3% versus 23.1% (appearance of women versus men).This is not indicated by the research findings, but it is not difficult to connect these figures with the still recurring stereotypes about how and what women are and how to associate them with advertisements.

Children, says the cliche and the macho tradition, are a woman’s thing. Aware of it or not, these ads are just reinforcing that idea.Why do children appear in advertising?In general, ad kids are used as a tactic to connect with the audience. “The most unfulfilled item was the one that deals with the minor’s ‘tacticist’ use (47.4%)”, explains Pilar Garcia, the other person in charge of the study. “This implies that the appearance of the child in the advertisement does not have a strategic or appropriate justification based on the advertised product,” he adds.The second most common bad practice is that linked to values: the children in the advertisements do not appear reinforcing positive values ​​or avoiding unequal behaviors between men and women.

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