The Art of Persuasion
Advertising fulfills a need that can be traced back for as long as men have bought and sold. Advertising can generate work and stimulate economy - welcome contributions to society. Advertising can even create a market where no market exists. Advertising can also be employed to alert people to danger.
What is the aim of commercial advertising? Businesses say that their advertising provides a public service because it gives us information about their products. The International Advertising Association states: "To be properly informed the Consumer needs advertising." Informed choice is based on information. Advertising - in its broadest sense - is the vital conduit for that information between Producer and Consumer. Commercialism fosters consumerism, and advertising is its handmaiden. Much advertising is appropriate; much is inappropriate.
"Mommy, buy me this!" How often we have heard those words. As children we probably used them ourselves. There are people who are making a conscious effort to teach your children principles that may be diff erent from ones you want them to follow. Also, pictures or images that may corrupt their young minds may constantly bombard your children.
From a very young age, children are the target of advertising designed to make them want more material things Highly skilled people study how to appeal to the child's "inner needs," and to create a "demand" for their product. Giving children ev
Children have a harder time judging between well-made products and "junk," simply because they have not had as much experience as their parents. How can parents complain when they sense that their children are, or have been exposed to questionable advertisement?
Section 4.11 of the revised Nigeria Code of Advertising Practice, 3rd Edition, January 1, 2005, provides for the protection of children. Advertisements, which tend to induce children to unduly pressurize their parents, guardians, etc to purchase advertised products, are barred. Further, advertisement depicting street scenes or inducing children to copy such behaviour shall not be used to exploit the innocence of such young ones. Further, if young models are to be used in any advertisement, the consent of their parents or guardian should first be sought and obtained before using such minors.
The foregoing provisions are made to protect the children, who are said to be the leaders of tomorrow. Therefore, whenever any advertisement attempts to erode the good habits and values of children, parents have a right to complain. How can they do these?
This surf space is reserved for concerned parents. They can call, write or send an electronic mail to: The Advertising Practitioners Council of Nigeria (APCON). The APCON is to address the legitimate concerns of such parents in every possible way. In this way, we all can help mold our tomorrow's leaders.
Please click here to email APCON.
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