The influence of TV commercial 2

The activities, information, attitudes, and values that make up replay behavior are linked to products or services being sold for profit, not to kids’ own personal thoughts, not to family stories, not to academic principles, not to cultural concepts, not to spiritual needs, not even to practical information. In other word, in replays the kids’ independent thinking as well as their personal, family, and community cultures, dissolves into a life based on appearances.

Channel One, the 12-minute current events program which carries two minutes of commercials, was launched in 1990, and is widely considered the bellwether of the recent expansion of commercial influences in the schools. As such, it has been the subject of several studies on the extent of its use, its educational efficacy, and the financial value of the service and equipment provided. Channel One in the Public Schools: Widening the Gaps found that showed that schools with high concentrations of poor students are almost twice as likely to use Channel One as schools serving more wealthy students. It is found that students who watched Channel One were more likely to express materialist values such as "Money is everything," or "A nice car is more important than school”. This is a bad thing for kids. It may lead kids to immoral way.

Kids are easy to be influenced. At this age, they may have difficult to develop wrong and right. If they watch this commercial in the school, they are more likely to believe the commercial is true. Some kids cannot distinguish the reality from the unreal world. On the other hand, one of the purposes of Channel One is to make kids informed about current issues.  From survey, kids still know little about current situation in the world.

If Channel One commercials affect students’ thinking, evaluation and other behaviors, then it seems inevitable that they also influence students’ consumer behavior. The drawbacks can be seen from an example from the book, Monica, who is girl in the school watching TV Commercial that tells kids the shoe has showed in the TV is worth to buy. Monica finally buys this shoe. The TV Commercial encourages Kids to buy something that they are not intending to buy.

Corporations and advertisers have long known that young adults are a highly desirable group at which to aim commercials. They have several reasons for target kids.

If the methods of modern mass marketing to adults threaten the happiness of individuals and undermine the well being of our society, deploying them against children colonizes our future. No one can seriously suggest that children represent the rational consumer of market ideology; that is, children can in no sense be considered to have the same power, information, and freedom that adults are said to have to freely enter into contracts for goods and services in the idealized market place.