There is great power in a photograph...
If a customer has ever successfully navigated their way through a grocery store carefully purchasing solely the items on their shopping list only to find themselves standing in a long checkout line, they know. The shopper has but to drop their gaze to just below the gently swaying green sign that sorts customers by basket totals to be assaulted by a flurry of vibrant licentious magazine covers adorned with treats to tempt all of the senses. Today, Americans from birth to the grave are bombarded with advertising images for every facet of their lives. Society is facing an advertising pandemic that is threatening to destroy the future of the Nation- her children.
Advertising is “big business”. Information Handling Services reported that U.S. businesses spent $297 billion on marketing, ultimately accounting for a surprising 19% of the U.S. Gross National Product in 2014. According to Johnson’s article in Advertising Age, the top “200 Leading National Advertisers” account for just over half of the expenditures on calculated stratagems in the mediums of “digital media, search, social, video, and mobile”. Jon Moeller, Chief Financial Officer for Proctor & Gamble, elaborated on his company’s strategy as the largest spender in the U.S. advertising market, “In general, digital media delivers a higher return on investment than TV or print”. Studies 15 years ago indicated that children viewed on average 40,000 commercials per year . Recent studies cited by Jean Kilbourne in her address to the Harvard T. H. Chan School of Public Health in March of last year, estimated that Americans are now exposed to an astounding 3,000 advertisements per day . That equals a mind boggling 1,095,000 commercials per year telling them how to think, eat, dress, and behave. Marketing directed at juveniles is of special concern because children below the age of eight are unable to understand persuasive advertising. Therefore, there is now an entire generation of teenagers who have had their worldview not only shaped but also warped by advertising messages. Advertisements are carefully crafted to strategically target American children and are largely responsible for inducing negative attitudes and behaviors such as the early sexualization and objectification of girls, poor self-esteem, depression, eating disorders, juvenile smoking, underage alcohol dependency, and rampant materialism.
Advertising is not a new creation; human beings have used advertising techniques throughout history with some of the oldest depictions being discovered in the archaeological excavations of Rome and Pompeii . Throughout the nineteenth and twentieth centuries in America, advertising in large part appears to have remained relatively stable with it being directed primarily toward the adult consumer. This was confirmed by a “Report of the APA Task Force on Advertising and Children” which noted, “… young children were generally considered off limits to advertisers, with parents being the intended advertising audience for marketers who delivered products for this age group”. then found that starting approximately fifteen years ago, the advertising industry began routinely employing psychologists as part of their marketing strategies to ensure more effective campaigns. Over the past ten years as accessibility to personal media devices has skyrocketed so have novel advertising approaches. It now “includes product placements, immersive websites, advergaming, viral marketing, mobile ads, social-media marketing, and precise behavioral and location targeting” . This is especially alarming because both Rideout, et al. and Common Sense Media noted that toddlers as young as two years of age spend at least two hours per day with some type of digital media whereas children over the age of eight have been found to spend in excess of seven hours per day engaging in digital media based activities. While over seven hours per day engaging in digital media might seem incomprehensible, consider that it surrounds Americans everywhere they go. Digital media does not just include the obvious offenders such as smartphones, iPods, iPads, and laptops but it can also include pharmacies, supermarkets, and retail stores that have digital media portals with interactive displays scattered throughout their facilities luring the shopper with coupons and discounts or virtual consultations. Gaming systems which children engage in for extended periods of time are filled with promotions. The amount of digital media enabled toys is staggers the imagination. Many restaurants now have touch screen enabled digital media at each table. Schools routinely employ all types of digital media content and while most schools use security software to filter for pornographic or expletive riddled content, they rarely block embedded advertisements. Over the course of an average day it quite possible that young people today are immersed in far more than seven hours of digital media.
Some of the most difficult advertising to assess is online advertising that integrates its marketing strategies within many aspects of the user’s experience. Moore, Rideout and Montgomery defined several features of online advertising strategies which include its “interactive” and “immersive” nature as well as its ability to track the online behavior of the user and create specific scenarios based upon those presumed attractions. According to the “Report of the APA Task Force on Advertising and Children”, there are two skill sets one must possess in order to understand advertising messages: the ability to distinguish between commercial and noncommercial content and the ability to recognize the persuasive arguments in advertising. Consequently, due to immature comprehension skills, most children under the age of eight are unable to identify persuasive advertising and accept most claims and appeals as true and the companies themselves to be trustworthy. Therefore, the TFAC is advocating for policy changes that will safeguard the interests of children and shield them from unfair practices or harmful products. .
Advertising strategies can affect buying habits with as little as one exposure to an ad and when popular children’s characters or celebrities are utilized in advertising, the influence of the ad is increased . Studies have found a direct correlation between poor eating habits, obesity, and eating disorders in children. It is concerning that over 80% of ads marketed to children are for “candy, snacks, or fast food items” as it is well known that eating habits that are developed in childhood last well into adulthood . According to the National Eating Disorders Association,
Advertising is not a new creation; human beings have used advertising techniques throughout history with some of the oldest depictions being discovered in the archaeological excavations of Rome and Pompeii . Throughout the nineteenth and twentieth centuries in America, advertising in large part appears to have remained relatively stable with it being directed primarily toward the adult consumer. This was confirmed by a “Report of the APA Task Force on Advertising and Children” which noted, “… young children were generally considered off limits to advertisers, with parents being the intended advertising audience for marketers who delivered products for this age group”. then found that starting approximately fifteen years ago, the advertising industry began routinely employing psychologists as part of their marketing strategies to ensure more effective campaigns. Over the past ten years as accessibility to personal media devices has skyrocketed so have novel advertising approaches. It now “includes product placements, immersive websites, advergaming, viral marketing, mobile ads, social-media marketing, and precise behavioral and location targeting” . This is especially alarming because both Rideout, et al. and Common Sense Media noted that toddlers as young as two years of age spend at least two hours per day with some type of digital media whereas children over the age of eight have been found to spend in excess of seven hours per day engaging in digital media based activities. While over seven hours per day engaging in digital media might seem incomprehensible, consider that it surrounds Americans everywhere they go. Digital media does not just include the obvious offenders such as smartphones, iPods, iPads, and laptops but it can also include pharmacies, supermarkets, and retail stores that have digital media portals with interactive displays scattered throughout their facilities luring the shopper with coupons and discounts or virtual consultations. Gaming systems which children engage in for extended periods of time are filled with promotions. The amount of digital media enabled toys is staggers the imagination. Many restaurants now have touch screen enabled digital media at each table. Schools routinely employ all types of digital media content and while most schools use security software to filter for pornographic or expletive riddled content, they rarely block embedded advertisements. Over the course of an average day it quite possible that young people today are immersed in far more than seven hours of digital media.
Some of the most difficult advertising to assess is online advertising that integrates its marketing strategies within many aspects of the user’s experience. Moore, Rideout and Montgomery defined several features of online advertising strategies which include its “interactive” and “immersive” nature as well as its ability to track the online behavior of the user and create specific scenarios based upon those presumed attractions. According to the “Report of the APA Task Force on Advertising and Children”, there are two skill sets one must possess in order to understand advertising messages: the ability to distinguish between commercial and noncommercial content and the ability to recognize the persuasive arguments in advertising. Consequently, due to immature comprehension skills, most children under the age of eight are unable to identify persuasive advertising and accept most claims and appeals as true and the companies themselves to be trustworthy. Therefore, the TFAC is advocating for policy changes that will safeguard the interests of children and shield them from unfair practices or harmful products. .
Advertising strategies can affect buying habits with as little as one exposure to an ad and when popular children’s characters or celebrities are utilized in advertising, the influence of the ad is increased . Studies have found a direct correlation between poor eating habits, obesity, and eating disorders in children. It is concerning that over 80% of ads marketed to children are for “candy, snacks, or fast food items” as it is well known that eating habits that are developed in childhood last well into adulthood . According to the National Eating Disorders Association,
The effect of media on women’s body dissatisfaction, thin ideal internalization, and disordered eating appears stronger among young adults than children and adolescents. This may suggest that long-term exposure during childhood and adolescence lays the foundation for the negative effect of media during early adulthood. (See Figure 1 for an ad by Carl’s Jr. to promote their Spicy BBQ Burger featuring Paris Hilton) |
Figure 1 Chaitra. (2015, December 2). [Untitled online image: Ad by Carl's Jr to promote their Spicy BBQ Burger featuring Paris Hilton]. Retrieved April 21, 2016, from http://www.filmibeat.com/hollywood/news/ 2015/hollywood-celebrities-in-the-most-controversial-ad-campaigns-207129-pg1.html
|
Additionally, advertising ads for Tabacco products have been linked with juvenile smoking and chewing Tabacco rates amongst children with the average first use age listed at just 15.4 years old . “Becky’s Story” (2016) from the “CDC’s Tips for Smokers” highlights the teenage mindset in regards to cigarette smoking. Becky disclosed to viewers that, “I started smoking when I was just 16. I thought it would make me look so cool and feel so free…” Commonly associated with juvenile Tabacco use is underage alcohol consumption. Numerous studies have shown a direct correlation between alcohol ads and underage drinking with recent samplings from 2013, conducted by the National Survey on Drug Use and Health, indicating that 35.1% of teenagers have taken part in some form of drinking . Of that same survey, 14.2% of children aged 12-20 years old indicated that they participated in binge drinking while 3.7% indicated that they drank enough alcohol to fall into the heavy drinking category The American Academy of Family Physicians stated in their position paper on “Alcohol Advertising and Youth” that, “Alcohol advertisements overwhelmingly connect consumption of alcohol with attributes particularly important to youth, such as friendship, prestige, sex appeal and fun.” An anonymous alcohol testimony given to the Foundation for a Drug Free World demonstrates this connection with its revelation that, “When I was thirteen, friends would make fun of me if I didn’t have a drink. I just gave in because it was easier to join the crowd”. Possibly some of the most damaging effects of youth targeted advertising is its role in the sexualization, objectification, and body image issues of children. (See Figure 2 for an ad by Dolce & Gabbana for menswear)
Figure 2 Adlman, N. (2014, March 17). [Untitled online image: Ad by Dolce & Gabbana for Menswear]. Retrieved April 22, 2016, from http://www.eonline.com/news/
636514/people-are-really-pissed-about-dolce-gabbana-s-gang-bang-ad-get-the-scoop
In regards to magazines aimed at adolescents, the report of the APA Task Force on the Sexualization of Girls states, “In study after study, findings have indicated that women more often than men are portrayed in a sexual manner… and are objectified…. In addition, a narrow (and unrealistic) standard of physical beauty is heavily emphasized. These are models of femininity for young girls to study and emulate.” ABC’s show 20/20 discussed the impacts of these unrealistic standards of beauty when they interviewed teenagers for an investigative report on their use of cosmetic surgery. One teen named Jennifer was quoted as saying,
I am a loving and caring person, and I'm outgoing, but the way I used to dress and my body language didn't say that. And now it does, she said. I feel like a different person [after her high school graduation present of breast augmentation surgery from her parents]. I have so much confidence, I like, do and say as I want, like, I don't hold anything back anymore.
Adults may wonder why teenagers are not more concerned with the all of the corollaries associated with these negative behaviors. However, an interesting observation was made by the Pediatrics’ article, “Children, Adolescents, and Advertising”. With pharmaceutical companies spending $4 billion/year on marketing drugs to consumers and 92% of adults requesting brand-marketed medications during visits to their physicians, it is a logical deduction that children receive a message that there is a drug for anything that ails or inconveniences a person and that consequences relating to risk-taking activities can be easily solved by taking a pill.
In regards to the effects of advertising, educational psychologist and blogger for the Huffington Post, Lori Day, noted that “most people demonstrate the ‘Third-Person Effect’: they falsely perceive that mass communicated messages like these photoshopped images [from the teen swimsuit section of a Target catalog] fool other people but not themselves.” Day goes on to cite a variety of studies from the American Medical Association that link eating disorders, poor self-esteem, and depression to the way women are depicted in the media. In one section of her blog, Day lists some astounding statistics such as “42% of girls in grades 1-3” believe they are too fat, “53% of 13 year-olds and 78% of 17 year-olds” dislike their appearance, and as many as “37% of high school girls and 16% of high school boys suffer from a variety of eating disorders” . As demonstrated by many studies, while advertising does affect all groups of adolescents, it does not affect all groups of viewers equally. Livingston and Hargrave found that young males were more affected than females by “violent images, stereotyping, and pornography” while females were affected to a greater degree than males by body-image issues. It can be no coincidence then, that the top ten leading national advertisers consist of Proctor & Gamble Co.-whose products fill every facet of American life, in first place, accompanied by telecommunication companies: AT&T, Comcast, and Verizon, as well as automobile manufacturers: General Motors Co., Ford Motor Co., and Fiat Chrysler Automobiles, and rounding out the list is American Express, L’Oréal, and Walt Disney Co.
Those top ten companies form a mutually beneficial and cyclical relationship amongst each other offering products to shoppers for every imperfection, communication services to reach every purchaser, and consumer funds to pay for both. There leaves little doubt that there is a direct correlation between marketing messages and consumer behavior. “Results from four experimental studies show that childhood exposure to advertisements can lead to resilient biased product evaluation, that persist into adulthood.” Children do not understand product disclaimer wording which can lead to misconceptions about the actual benefits of the product . Not unexpected, the results are attitudes of extreme materialism which often lead to parent-child conflicts over desired purchases. . While this conflict might seem slightly more expected in a toy store and attributed to “spoiled child syndrome”, it should give pause to the fellow shopper in a supermarket and cause them wonder what initiated the debate over corn flake cereal brands. Much of advertising directed towards juveniles is disguised as entertainment and entices children to share their thoughts with peers through the use of social media. This sharing of thoughts is a troublesome bandwagon technique as it can be interpreted by teens as either a judgement about themselves or an ideal standard that they should strive to meet. Just how far and fast topics on social media can travel may best be exemplified in a rather unscientific experiment conducted by a fifth grade teacher from Tennessee named Julie Anne Culp. Her Facebook post became an overnight sensation when she asked her friends on social media to share her photograph as a way to demonstrate the power and danger of the internet to her students. According to the Daily Mail, in a mere eight days she had garnered an astounding 5,192,000 likes and 121,000 post shares. This astounding example of the vigorous nature of social media provides a limitless ceiling of free product branding for the advertising industry.
The benefits of advertising can be seen in famous slogans such as Friends don’t let friends drive drunk and Loose lips sink ships which appeared in the form of public service announcements . Although these types of public service announcements were intended for the benefit of society, the copious amounts of previous studies on the nature of advertisements prove how easily they can cause harm. Another advantage was pointed out by Neil Kokemuller in an article for The Small Business Chronicle, which stated that not only can advertisements help to increase small business cash flow during times of need but they can also help consumers to make more informed decisions in complicated and competitive product markets. Companies do indeed need to maintain a profitable financial state as well as have the ability to provide employment in order for a country to have a stable economy, however, this cannot be accomplished at the expense of the innocent. The assertion that advertising helps shoppers make informed decisions is a based on the assumption that advertisers are truthfully delivering product information. This dishonesty is evident in most ads and is perhaps most easily identifiable in the Tabacco and alcohol categories which allude to the increased social status and peer attractiveness of their patrons. Morley additionally suggests that advertising can foster freedom of speech and an exchange of ideas between people, inspire innovative product development due to competition, and produce treasured works of art. The argument that marketing can result in positive product competition is flawed as most consumers can probably think of an excellent product or great inventor who failed due to poor business acumen while other exceedingly inferior products sit idle in most American homes today due to clever advertising schemes. The claim that ads can be considered works of art is a highly speculative. Certainly there is a genre for original works that were hand-etched by artists in the 19th and 20th centuries, however the wondrous works of Sham Wow or Flo from the Geico advertisements can hardly be construed as worthy for Louvre. Also, while open dialog and debate is necessary for any healthy democracy, it does have its limitations. The assumption that advertising is covered under the free speech clauses in the constitution is false; commercial speech is not covered under the First Amendment and can be regulated if it is categorized as a “significant public health risk”. Given the shear propensity of the evidence gathered from a wide range of studies over the years of its negative effects, there are many valid reasons to limit commercial speech.
In the final analysis, America’s offspring have been significantly damaged by the big business of advertising to a point of where just standing in the innocuous checkout line at a supermarket bombards the casual viewer with messages about idealized body image, sexual behavior, materialism, and romanticized notions of success. (See diagram below for my analysis of Lauren Conrad on the March 2010 issue of seventeen magazine)
In regards to the effects of advertising, educational psychologist and blogger for the Huffington Post, Lori Day, noted that “most people demonstrate the ‘Third-Person Effect’: they falsely perceive that mass communicated messages like these photoshopped images [from the teen swimsuit section of a Target catalog] fool other people but not themselves.” Day goes on to cite a variety of studies from the American Medical Association that link eating disorders, poor self-esteem, and depression to the way women are depicted in the media. In one section of her blog, Day lists some astounding statistics such as “42% of girls in grades 1-3” believe they are too fat, “53% of 13 year-olds and 78% of 17 year-olds” dislike their appearance, and as many as “37% of high school girls and 16% of high school boys suffer from a variety of eating disorders” . As demonstrated by many studies, while advertising does affect all groups of adolescents, it does not affect all groups of viewers equally. Livingston and Hargrave found that young males were more affected than females by “violent images, stereotyping, and pornography” while females were affected to a greater degree than males by body-image issues. It can be no coincidence then, that the top ten leading national advertisers consist of Proctor & Gamble Co.-whose products fill every facet of American life, in first place, accompanied by telecommunication companies: AT&T, Comcast, and Verizon, as well as automobile manufacturers: General Motors Co., Ford Motor Co., and Fiat Chrysler Automobiles, and rounding out the list is American Express, L’Oréal, and Walt Disney Co.
Those top ten companies form a mutually beneficial and cyclical relationship amongst each other offering products to shoppers for every imperfection, communication services to reach every purchaser, and consumer funds to pay for both. There leaves little doubt that there is a direct correlation between marketing messages and consumer behavior. “Results from four experimental studies show that childhood exposure to advertisements can lead to resilient biased product evaluation, that persist into adulthood.” Children do not understand product disclaimer wording which can lead to misconceptions about the actual benefits of the product . Not unexpected, the results are attitudes of extreme materialism which often lead to parent-child conflicts over desired purchases. . While this conflict might seem slightly more expected in a toy store and attributed to “spoiled child syndrome”, it should give pause to the fellow shopper in a supermarket and cause them wonder what initiated the debate over corn flake cereal brands. Much of advertising directed towards juveniles is disguised as entertainment and entices children to share their thoughts with peers through the use of social media. This sharing of thoughts is a troublesome bandwagon technique as it can be interpreted by teens as either a judgement about themselves or an ideal standard that they should strive to meet. Just how far and fast topics on social media can travel may best be exemplified in a rather unscientific experiment conducted by a fifth grade teacher from Tennessee named Julie Anne Culp. Her Facebook post became an overnight sensation when she asked her friends on social media to share her photograph as a way to demonstrate the power and danger of the internet to her students. According to the Daily Mail, in a mere eight days she had garnered an astounding 5,192,000 likes and 121,000 post shares. This astounding example of the vigorous nature of social media provides a limitless ceiling of free product branding for the advertising industry.
The benefits of advertising can be seen in famous slogans such as Friends don’t let friends drive drunk and Loose lips sink ships which appeared in the form of public service announcements . Although these types of public service announcements were intended for the benefit of society, the copious amounts of previous studies on the nature of advertisements prove how easily they can cause harm. Another advantage was pointed out by Neil Kokemuller in an article for The Small Business Chronicle, which stated that not only can advertisements help to increase small business cash flow during times of need but they can also help consumers to make more informed decisions in complicated and competitive product markets. Companies do indeed need to maintain a profitable financial state as well as have the ability to provide employment in order for a country to have a stable economy, however, this cannot be accomplished at the expense of the innocent. The assertion that advertising helps shoppers make informed decisions is a based on the assumption that advertisers are truthfully delivering product information. This dishonesty is evident in most ads and is perhaps most easily identifiable in the Tabacco and alcohol categories which allude to the increased social status and peer attractiveness of their patrons. Morley additionally suggests that advertising can foster freedom of speech and an exchange of ideas between people, inspire innovative product development due to competition, and produce treasured works of art. The argument that marketing can result in positive product competition is flawed as most consumers can probably think of an excellent product or great inventor who failed due to poor business acumen while other exceedingly inferior products sit idle in most American homes today due to clever advertising schemes. The claim that ads can be considered works of art is a highly speculative. Certainly there is a genre for original works that were hand-etched by artists in the 19th and 20th centuries, however the wondrous works of Sham Wow or Flo from the Geico advertisements can hardly be construed as worthy for Louvre. Also, while open dialog and debate is necessary for any healthy democracy, it does have its limitations. The assumption that advertising is covered under the free speech clauses in the constitution is false; commercial speech is not covered under the First Amendment and can be regulated if it is categorized as a “significant public health risk”. Given the shear propensity of the evidence gathered from a wide range of studies over the years of its negative effects, there are many valid reasons to limit commercial speech.
In the final analysis, America’s offspring have been significantly damaged by the big business of advertising to a point of where just standing in the innocuous checkout line at a supermarket bombards the casual viewer with messages about idealized body image, sexual behavior, materialism, and romanticized notions of success. (See diagram below for my analysis of Lauren Conrad on the March 2010 issue of seventeen magazine)
A. Nadine (Author). (2010, February 11). [Digital image: Lauren Conrad’s seventeen magazine March 2010 cover make-up look]. Retrieved April 12, 2016, from http://amynadine.com/2010/02/lauren-conrads-seventeen-magazine-march-2010-cover-make-up-look.html. All photos courtesy of Seventeen Magazine and mark Cosmetics.
Advertising agencies have taken to not only tracking the social habits of children but also utilizing psychologists to help craft more powerful messages . While Dr. Koren points out that they do not take the Hippocratic Oath as physicians do, psychologists are still under the code of ethics established by the American Psychological Association which states that psychologists should “seek to promote accuracy, honesty and truthfulness in the science, teaching and practice of psychology…. [and be] aware that special safeguards may be necessary to protect the rights and welfare of persons or communities whose vulnerabilities impair autonomous decision making” . America’s next generation of leaders is in danger of becoming horribly broken young adults who lack a personal identity. Her children are being assailed daily with images that imply they are deficient in some way. Both boys and girls are plagued by body issues and are becoming consumers in the cosmetic surgery market. Girls have become overtly sexualized in their behavior and teens regularly indulge in underage Tabacco and alcohol use. A materialistic culture has developed where adolescents desire luxury possessions and feel that they not only deserve them, but deserve them “now” without having invested any time into the process of procuring them. An entire generation of American juveniles now emulate vapid reality stars who engage in outrageous lifestyle behaviors without fear of consequence. A recent sermon was given by Noah Aguiar, a youth pastor at Waters Church North Attleboro, in which he related a teenage girl’s witness before the ELVT group. She says:
I feel judged before I even judge myself. I can’t even get up out of bed, put makeup on, and get ready for the day and not judge what I look like, not judge who I am, and put a face on for the world to judge first. (Aguiar & Waters Church, 2016, min. 53)
Aguiar went on to emphasize that children and teenagers today are being told “how to think [about themselves] before they even know what to think about themselves” . Numerous peer-reviewed studies have been conducted by the scientific and medical communities positively identifying strategic advertising to children and linking advertising with a multitude of negative behaviors including but not limited to the early sexualization and objectification of girls, poor self-esteem, depression, eating disorders, juvenile smoking, underage alcohol dependency, and rampant materialism. Greater still is the life-altering impact to minds too young to comprehend the information being presented to them which should give pause to the governing bodies that oversee commercial speech. ) There appears to be no cure for this powerful contagion worth an estimated “$36.7 trillion in sales for the U.S. economy” that is projected to rise another $52 billion by the year 2019 . It would seem a risky proposition to hope for a legislative body to step forward and protect the most vulnerable in society from the aggressive indoctrination employed by an industry that is responsible for almost one-fifth of America’s economy during a time of recession. However, America needs to re-examine the seemingly unfettered use of commercial speech by the advertising sector if she hopes to redeem her children. Perhaps the advertising industry has plagiarized a page from God’s playbook with the Scripture, “Train a child in the way he should go, and when he is old he will not turn from it” (Proverbs 22:6, NET), because it is what these children witness every day through targeted product advertising that they utilize to formulate opinions about themselves, about others, about their environment, and about their future.
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