Propaganda in Advertising and The Effects On Children.

The subject of changing peoples minds raises moral issues, even if it is in the form of religious conversation, political and health, because it changes the beliefs of people. In the age where groups of people are persuade through communication and the mass media, it is important to find out how easy the human mind can succumb to propaganda and advertising and especially the mind of a child. Some Authorities think that we are virtually at the mercy of the mass media, and have suggested that propaganda and similar techniques have been used as a manipulator for buying goods and services. Propaganda defined by the oxford dictionary means information, especially of a biased or misleading nature, used to promote a political cause or point of view Propaganda has been used as far back as reliable recorded evidence exists. For example the ancient Romans and the Catholic Church have used it to spread their teachings. It was used though out World War 1 and World War 2, through the media with the use of propagandist posters, and playing on patriotism not only for making war popular, but to get men to join, the army, navy or air force. Propaganda is a form of advertising aimed at influencing the attitude of a community toward some cause or position, to believe and feel in a certain way. Around the world, Propaganda is used to get people to buy a good or service by persuading them that their product is better than others. It is used in TV, radio, internet, magazines, slogans, logos, billboards and the list goes on. Speech has the power to manipulate and persuade people without resorting to physical force. Using direct violence could result in submission but is forced and their thoughts created are negative. Though Propaganda, so- called brainwashing, can be used in advertising, music, pictures, films can make a person or group believe something is the right thing to do and they will do it without force. Some of us may resist advertisements, for clothes food and hundreds of goods and services, but as Ads are everywhere, the most impressionable people are children. We learn faster when we are younger, advertising companies have started marketing children because they realise they are still consumers and our future consumers. They may not buy things directly but they have the biggest influence on their parents and beg them for the latest toy and food they saw on TV. And why should parents complain when they can get a cheap fast meal, that they didnt have to cook, and places like McDonalds even come with toys. Its not only fast food or toys, but also car dealer advertisements target children. And when the children grow up they will be loyal to the same brands and bring that into adult hood. Children not only buy the same products as their family because they believe it to be reliable, but from the moment they can sit up in a shopping cart attractive packaging on supermarket packets are proven to sell the most. Children can even identify the link between the supermarket brand and the ads on TV making it even more likely they will buy the product. How people are easily led, and why do people just say no. Individuals may say no to a particular product, but advertisers do not aim at individuals. They aim to manipulate whole masses. So we could resist ads for a particular style of clothing, but our resistance weakens when everyone around you adopts a style. Most people affected by this are young children, especially teenagers, where peer pressure is involved and people who are different are usually treated as on outcast.

The following are some specific techniques used in propaganda. Repetition Propagandists believe that if a statement is repeated often enough it will be accepted by the audience, and can make people buy goods and services. Such as slogans and logos. This might not always be the case but advertisements repeated enough times is usually picked up by the viewer either consciously or unconsciously and may recite the ad word for word. Selection Censorship is one form of propaganda. What is put in the media or left out, to put emphasis on something, makes things look good or bad. Assertion Is only seeing one side of the story, like McDonalds ads show how tasty the food is, but do not show how bad it is for you. The Appeal to Authority It could be in the form of political or religious leaders, science or professors. Such as, if a product is appealing to doctors then it must be good for you. Another form is Join the crowd that means if everyone is buying or doing something, why not do that to. Also called The Bandwagon. It creates the illusion of widespread support, suggesting that youre on the winning side. Propagandists use this technique to convince people not already on the bandwagon to join in a mass movement while simultaneously reassuring that those on or partially on should stay aboard or that if they don't join in they will be left out. The implication is that if you don't jump on the bandwagon the parade will pass you by. Slogan and logos. A slogan is a short and attractive phrase that may include labeling and stereotyping. An appealing and eye catching slogan or logo is most likely to sell a product. Beautiful people or use of celebrities. By using famous people or attractive, happy people to sell a product. This makes other people think that if they buy a product or follow a certain ideology, they too will be happy or successful. Insert Video The effective way of drawing children into fast food places and getting them hooked at a young age, is the excessive amounts of advertising. They use what kids love best: clowns, birthday parties, toys and, of course, playgrounds. One of the most powerful moments in Super Size Me occurs when Spurlock shows first graders pictures of George Washington, Jesus Christ and Ronald McDonald. And Ronald is the only figure of the three that all the kids recognize. Advertisers make sure their products seem good to children, by the use of colourful bright packaging and happy products and people on advertisements. Attitudes are difficult to change, and presented at an early age usually impossible.

By the age of eight children make most of their own buying decisions. Some children can often recognise brands and labels by the age of 3 or 4, before most can read. 52 percent of 3 year olds and 73% of 4 year olds "often or almost always" asked their parents for specific brands. Advertisers recognise that brand loyalties are formed when children are young and vulnerable will be carried through to adulthood. Kids `R' Us president, Mike Searles, says "If you own this child at an early age... you can own this child for years to come." Studies do show that when a child reaches 36 months old many of them can recognize at least 100 brand logos. While it is true that children are being exposed to goods and services geared to them at a very early age, create problems for children in a clinical setting with some children and their families facing depression, low self-esteem and other issues that come from not having what they want. Just because their parents won't buy them a video game or the designer labelled clothes they want. Conclusion The bottom line is that parents need to watch what their children watch and hear, and help them be more discerning in what they do. They need to teach them what is healthy to buy and tell them right from wrong. This will make sure that their children understand the value in real things versus quick gratification as not only do children have influence on their parents, but parents have the greatest influence on their children.

http://oxforddictionaries.com/definition/propaganda