Page 116 - SpringBoard_ELA_Grade7_Flipbook

aCTIvITy 2.3
continued
scaled up efforts to reach children is staggering. In 1983, they spent $100 million on television advertising to kids. Today, they pour roughly 150 times that amount into a variety of mediums that seek to infiltrate every corner of children’s worlds.2
• According to a leading expert on branding, 80 percent of all global brands now deploy a “tween strategy.”3
Commercial Television
• The average American child today is exposed to an estimated 40,000 television commercials a year — over 100 a day.4
• A task force of the American Psychological Association (APA) has recommended restrictions on advertising that targets children under the age of eight, based on research showing that children under this age are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased.5
Beyond the Tube
• According to the Kaiser Family Foundation, youth are multitasking their way through a wide variety of electronic media daily, juggling iPods and instant messaging with TV and cell phones. In fact, they pack 8.5 hours of media exposure into 6.5 hours each day, seven days a week — which means that they spend more time plugged in than they do in the classroom.6
• By the mid 1990s, direct marketing, promotions, and sponsorships actually accounted for 80 percent of marketing dollars.7
New Dream Poll, “Nag Factor”
According to a national survey commissioned by the Center for a New American Dream:
• American children aged 12 to 17 will ask their parents for products they have seen advertised an average of nine times until the parents finally give in.
• More than 10 percent of 12- to 13-year-olds admitted to asking their parents more than 50 times for products they have seen advertised.
• More than half of the children surveyed (53%) said that buying certain products makes them feel better about themselves. The number is even higher among
12- to 13-year-olds: 62% say that buying certain products makes them feel better about themselves.
2 Juliet Schor, Born to Buy: The Commercialized Child and the New Consumer Culture (New York: Scribner, 2004), 21.
3 Ann Hulbert, “Tweens ‘R’ Us,” The New York Times, November 28, 2004, www.nytimes. com/2004/11/28/magazine/28WWLN.html?ex=1259384400&%2338;en=056ae35fb63f65eb&
4 %2338;ei=5088& (accessed March 8, 2006).
American Psychological Association, “Television Advertising Leads to Unhealthy Habits in
5 Children; Says APA Task Force,” February 23, 2004, (accessed March 8, 2006). 6 Ibid.
Donald F. Roberts, Ulla G. Foehr, Victoria Rideout, Generation M: Media in the Lives of 8–18 Year-Olds, The Henry J. Kaiser Family Foundation, March 9, 2005, www.kff.org/
7 entmedia/7251.cfm (accessed March 9, 2006). Schor, 85.
My Notes
GraMMar UsaGe
Colons
Use a colon to formally introduce the material that follows, such as a list or an explanatory statement that completes the sentence. For example, look at the colon preceding the list under the heading New Dream Poll, “Nag Factor.”
On this page, notice the colon after the short headings that introduce the topic of the sentences that follow.
Do not use a colon between a preposition or a verb and the rest of the sentence.
Unit 2 •
What Influences My Choices? 89
prone to: likely to unbiased: fair, impartial
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