电视商业广告对儿童的影响分析
Analysis About the Effect of Television Commercial Advertisements on Children
Abstract:The rapid development of economic and the progress of technology make our television advertising industry have been a leap of development, the television commercials of effect to children has become more prominently, so that the majority of advertisers recognize the powerful influence of advertising. Firstly, this paper sketches the development of the television advertising industry, analyses the characteristics of children’s audience group, further analyse the positive impact of television commercials on children, such as helping children develop good habits, helping children develop good moral trait and so on; further the negative impact analysis focuses on television commercials on children , such as children easily lead to irrational desire to buy, easy to make children develop psychological comparisons, children’s excessive self-centeredness etc; finally, reasonable countermeasures against the above problems, as further improve the legal protection of children, improve advertisers’ and media‘s sense of responsibility, parents and teachers should play the lead responsibility for children's education. Parents and teachers should play the lead responsibility for children's education.
Key Words : commercial television advertising; children; influence
目 录
摘要 1
Abstract 1
一、 我国电视商业广告及儿童群体特点概述 2
（一）我国电视商业广告行业发展概述 2
（二）儿童群体特点概述 4
二、电视商业广告对儿童的积极影响 4
（一）帮助儿童养成良好的生活习惯 4
（二）有助于加速儿童社会化进程 5
（三）有利于传承中华民族传统美德 6
三、电视商业广告对儿童的消极影响 6
（一）引发儿童非理性的购买欲望 6
（二）使儿童养成攀比心理 7
（三）引发儿童过分自我中心化 8
（四）易培养儿童不良的物质观 8
四、减轻电视商业广告对儿童不良影响的对策分析 9
（一）进一步完善广告法中有关儿童保护的条款 9
（二）政府部门要加强广告监督 10
（三）提高广告主和媒介的社会责任意识 11
（四）家长和老师要承担起对儿童的教育引导责任 11
参考文献 13
电视商业广告对儿童的影响分析 随着我国经济水平的提高和电视广告业的发展，各种各样的电视商业广告扑面而来，并且有着非常强大的受众群体，儿童作为一个特殊群体也包含其中。由于儿童自身逻辑判断能力较差、好奇心和模仿能力强以及他们的从众心理强烈等特点，因此电视商业广告在宣传自己产品信息的同时也肩负着引导儿童健康成长的责任。但是在现实生活中却不然，很多广告商为了追求自身的利益制作出了很多低俗的电视商业广告，这些商业广告在传播信息的过程中给儿童带来的影响，这一问题近年来受到了社会的高度关注，笔者希望通过对这一问题的探索和研究能够尽快为我国儿童创建一个绿色健康的电视广告环境，以此来保障儿童的健康成长。
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