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October 22, 2012

Essay on Racial Advertisement Aimed at Children


Abstract
This paper is about to the Perpetuate racial advertisement aimed at children, the purpose of this paper is to highlight the issues and particular aspect that are the outcome of racial advertisement and that are facing by the society. According to the format, initially some necessary information about advertisement and the racial advertisement is discussed, after that different aspects of advertisement is discussed n the perspective of racial discrimination that are being projected in the media as well as the Social Cognitive Theory that is also added in this discussion in the perspective of theme of the paper. The discussion is based upon the different research, study and information that are referenced throughout the paper.



Perpetuate racial advertisement aimed at children
Advertisement is the tool that is used and has been used for a long time period to attract and retain the attention of prospect and current clientele. Advertisement is the catalyst that defines or redefines the particular product and service’s life cycle and its growth. Advertisement has itself is the multifaceted field that has both pros and cons as well.
As far as the racial factor in the advertisement, especially in the perspective of the children, it is the sensitive issue because this racial factor in the advertisement is the bone of contention to widen the social gap among the different races and their children.
There is the buzzword among the different entities of the society about the advertisement and its effects on the children. According to the National Advertising Review Council (NARC), in the domain of advertising, advertiser should pay keen attention in the perspective of child protection because of their vulnerabilities.
Discussion
Children are very sensitive and vulnerable to assume about the whole world as they are watching and watch on the media in term of advertisement, etc. by the passage of time when these children start to face the world and put their steps in the pragmatic world, it takes a long time to accept the reality because of the strong perception and stereotyping that are the outcome of media hype by the racial advertisement.
According to the study, the common stereotype for the African American is, they are not as intelligent and energetic as Americans. [i] In the connection of racial advertisement, Children’s Advertising Review Unit  (CARU) states, “care should be taken to incorporate minorities and other groups in children’s advertisements in order to present positive role models. . .”. [1]
The precautionary measures in term of advertisement in the perspective of children and race are very important because according to the study, children watch 20,000 to 40,000 advertisement per year.[ii] Furthermore, fifty percent of children are habitually watch the TV around the week. [iii]The interesting fact is, Hispanic and African American children comparatively watch more television than the Caucasian children. [2]
As discussed above, the children are very sensitive to percept and practice, what they watch on the advertisement and this attitude is the catalyst to determine the purchasing pattern of any product. In the year of 2001, children under the age bracket of four to twelve were the catalyst to control the 35 to 41billion us dollar purchases [iv].likewise, the yearly power of purchasing of the minorities comprise about 20% of the entire U.S. consumer expenditure and is increasing by leaps and bounds than the  non-minority expenditure. [v]
In the connection of advertisement and its influence on children, media can express all types of racial discriminations in a variety of ways, including stereotyping and portraying different racial groups, specially the minorities in bad and negative roles. Besides, according to the study, Children are very enthusiastic to be like and to act like those characters that belong to their race. [vi] therefore, TV and its commercial are the effective learning source for the children and support the notion that children are very sensitive and vulnerable to those racial stereotyping that are advertised on the media.
Furthermore, the type of advertisement that are being propagated in the shape of games are the catalyst for children to act as a characters of these types of games such as street fighter, etc. therefore, there should be no doubt to say that, racial advertisement in the media is playing key role to spread the violence and racial discrimination.
According to the studies, children who observe the racial discrimination and other type of violence tend to act further aggressively than those one who are properly vigilized in that connection. Children are observed to aggressive acts on TV, from being ill-treated, aggressive acts in the public and homes, and even personal physical attacks. Therefore, if the projection of racial discrimination exists in the media, there will be the threat that keep persist to affect the racial perception in the senses of children. According to the researches, there are noteworthy race-product category connections. Specially, African Americans are frequently found in commercials for snack and food products or in those products that are low in value,[vii] [viii] [ix] while Asian people  come into view in advertisement for products that represented wealth and work life, and less frequently in commercial for social products and home. [3]
However, this figure was considerably diverse from other racial groups in a prime-time sample of commercials. [x] Besides, whereas in several studies, Caucasians were not associated with any specific product class, they have been found to come into view in commercials for toys or different type of discretionary products. [xi]
These specific associations with different product grouping may probably play into racial stereotypes.  In the current dynamic world and society, American Children are intensely busy in TV viewing. Having information about the contents of this powerful and common medium is significant because of its inevitable influence. According to the study, the occurrence of ethnic depiction in children’s TV advertising is not relative to the racial illustration in the key city in which the commercials appear. Particularly, Asians, African Americans and Hispanics are under-represented as contrast to the local market, whereas Caucasians are over-represented. Besides, the occurrence of minority depiction in the sample of commercials better portray the nationwide minority populace; though, Hispanics are still under-represented considerably when national data are the figures of assessment. Whereas there were no any other statistically noteworthy dissimilarity between the minorities’ representation and their illustration in US, these findings in the research support the idea that the advertisers may pursue state norms, rather than the local racial composition, when minority addition is of deliberation. Furthermore, the research support the idea that children’s advertising that contains racial stereotypes by employing extra optimistically stereotyped-characters, Asians and Caucasians, to commercialize products of classes considered more flexible or more complicated than food products. These would consist of objects such as magazines, toys and electronics. In the same way, the stereotyped Caucasians and Asians come into view in key major position and interconnect less often with Hispanic and African American characters. As well, Asians and Caucasians are portrays less engaged in dealings with other type of racial minorities. Whereas the advertising intention is not antagonistic or vile in any way. Media can express racial discrimination by stereotyping and portraying minorities in a disproportionate amount of substandard roles. According to the current research, advertising also works into this stereotype by depicting minorities in substandard roles.
According to the Social Cognitive Theory, children learn about truth from the interaction of environmental, personal and behavioral influences. Television is a key power that offers children with the information about the globe that what is happened, what is being happened and what will be. This happens via children’s recognition with television roles. [xii] whereas preceding research depicts that children’s belief and perception about racial minorities are affected by the images and information that seen on television,[xiii] portrayals of racial stereotypes may therefore harmfully impact this process  of identification. [4]
Consistent with the Social Cognitive Theory, these children may build up a sagacity of inferiority because of the insignificant roles and scarcity of ethnic contact faced to these racial groups in children’s television commercials. Simultaneously, Asian and Caucasian’s children may build up a bogus sense of dominance, potentially heading to the discrimination. Therefore, the current state of children’s television advertising depicts trendy racial stereotypes as well as support preceding research on the use of racial minorities in television of children.
Children’s Advertising Review Unit expresses their intention in that regard in that wording, have extraordinary accountability to guard children from their own vulnerabilities… Take extraordinary care to include minorities and other groups in advertising of children in order to portray  positive roles. . . , it is the domain of self improvement, self regulating and self commitment to examine further this notion and address any type of deficiency to follow the guidelines about promoting the positive ideas. [5]
Conclusion
Above discussed information depicts that Hispanics and African Americans are portrayed in sub standard roles. Therefore, it seems that children whose belong to these racial groups could recognize the commercials to be less credible because of the nominal use of key characters of their own racial background. This is an important issue that is the big dilemma in front of business and their advertisement because these stereotyping and racial discrimination and issues in the advertisement are the catalyst that are big barriers on the path of having the trust, favorable response and loyalty for their brands among these racial groups. The essence of all that discussion is that children are highly vulnerable in the perspective of racial advertisement that are now common, there is the dire need to use this channel as the catalyst of positivity than negativity because children are the asset for any nation that are inevitable to be protected and nurtured in positive, equal and appropriate way.




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