The long-running debate about whether television advertisers should be allowed to target children was given another airing recently. However, new research published by the Independent Television Commission (ITC), which identifies television as only a secondary influence on children, suggests that an all out ban on advertising to younger viewers is highly unlikely.
The research, called Copycat Kids? was carried out by The Qualitative Consultancy, and identified the media, especially television, along with sport, pop music, computer games and ‘hanging out’ with friends as the key elements of youth culture. However, the biggest factor in influencing behaviour is thought to be the people with whom children have regular, direct contact, including parents, siblings (especially older ones), friends, peers and teachers.
In order to identify the qualities in television adverts which were likely to increase the likelihood of children imitating the things they see, children, parents, teachers and child carers were consulted. The report identified the following elements which increase this likelihood of imitation:
Behaviour which is easy to copy
A familiar or accessible situation
An easily understood storyline or scenario
Potential for emotional empathy
Intrigue and challenge
Wicked or forbidden things
Participants ‘get away with it’
Humour and jokes
Well-known characters, role models or celebrities
Products relevant or appealing to a child
Advertisements shown at an accessible time for relevant age group
High production values – eg. colour, music, action
Imitation would be seen by many advertisers as a sign of a successful campaign in terms of recall, but is it also a sign of harm being done? The report found that very few people could spontaneously recall an advertisement that had led to copycat behaviour, with the exception of the Tango Orange ‘Slapping’ ad taken off the air by the ITC in 1992. Respondents differed on where boundaries should be drawn in order to balance creative freedom with protection in advertising to children, but in general were found to agree that TV programmes and advertising could influence behaviour and attitudes in both positive and negative ways.
The ITC’s director of advertising, Stephen Locke, commented, “Children learn by copying what they see and most of the time that’s healthy and positive. Very occasionally they copy something harmful in a commercial- after all, they see them again and again. These results help provide guidance to ensure that children continue to be properly protected in the future.”
Copies of the Copycat Kids? report are available from the ITC information office or on the ITC website, www.itc.org.uk.
ITC: 020 7306 7743
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