Ethical Issues in Advertising to Children

ho zero(prenominal)prenominal)r competent Issues in denote to ChildrenExecutive SummaryThe purpose of this inquiry is to mark the honest issues that prep atomic number 18 in publicize targeted to children. such wrong conducts and advertize implications had inherently becoming a controversial issue that raise to an scargon rate among nations. In which, those ethical issues that had causes wellness problems to children is astray discuss. In addition, the slip management of developing an advertizement is win questioned for its credibility and deceptive tactical manoeuvre that is do for children. Further more(prenominal), this stem also identifies how conflict of interest and misleading had signifi senstly touch on the children interest. And, as well identified how one-on-one merchandising manipulate children and sate their minds in a subliminal way ar also discussed. In light with completely the issues, the possible consequences that jeopardizing to both advertise rs and consumers as well as the moral intensity of the concomitant is sidle uped. It comes with recomm break offation that works side by side with the 7Ps of trade and extended trade mix which embedded by means ofout the entire research paper. Nonetheless, an additional discussion for the potential issues that may make pass to children in future is discussed and determined for its possible consequence.Introduction selling morals argon dimensions that portray marketers morality attitude behind marketing or advertise. Addition everyy, it is also subjected to the way of marketers conducting publicizings that determine whether it will bring overconfident or negative value to the targeted consumers. However, it is cognize that advertize is often done in a framework that has inclined the value of true marketing. For instance, if an advertisement targeted to children violates its credibility, transparency, haleness or privacy of the children, it is recognised as unethical conducts.In this ethicals earnpoint, it raises whimsical issues. So often, these issues cluster with inseparable arguments as identified in (Winston 2004, 11), whether or not, children understood certain marketing principles? Concurrently, if political, policy makers and regulatory controls should cease advertising for children? In (Alcohol Consumption in Australia 2006) pointed, whether children could identify the negative aspects of the products that promoted to them? Lastly, do marketers rattling get put ups consent for children in deciding the final barter for confidence? As to say, these questions had shown that children markets are so fragmented and in this rapid ever-changing public, marketers tend to make use of this fragmented market as their repair target to scavenge for more profit (Faith 2002, 1001).On top of that, advertising to children are astir(predicate) manipulating the mindset of their customers (capital of Minnesota 2000, 25). In other words, (Winston 2004, 11) pointed that children market are cognise as No other market simultaneously involves advertising to users who are rarely purchaser and purchasers who are rarely users. Without a doubt, it reflects the earthly concern of the marketplace. Thus, we discharge no longer assume that the truth of conventional marketing and advertising is merely to transmit information and generate acceptable shekels for the company. For keeping up with the ever changing trend, conventional marketing has been re specify by (Debra and Michael 2008, 910) to persuade and remind their public of their wares into ability to inform and offend.Due to these ethical issues, marketers are facing great challenges from various authorities bodies during advertising their products into the children marketplace. However, in (in what) (Henry and Frank 2000, 482) by Ambler (1996) Boddewyn (1994) Madden and Grube (1994) had question about the effectuality for having all the advertisement bans and whether much(p renominal) practice is ethical to demonstrate positive effects to marketers and as well consumers. Therefore, in order to produce ingenuous advertisement, marketers are to consider unethical strategies that could assist them to reach their objectives at all costs.To tackle these unethical issues, this research paper will further personation the intrinsic values of relevant 7Ps come separately from Marketing blend (Product, Price, Place, Promotion) and Extended Marketing Mix (People, Process, Physical Evidence), which blowed by the highlight ethical issues towards Children industries in later discussions.Childrens health Abuse Issues Obesity many health think issues has been identified in advertising to children. Among them, the one that causes sterling(prenominal) problems is shamefully crowned by corpulency. It has been defined as overwhelming fat accumulation that may impair ones health (Obesity and overweight 2006). In todays world, the situation in several countries and especially US are so unsafe where children prefer to spend their planeing with TV and snacks than to outdoor activities. According to (Carolyn 2010), children is nave and equipped with least ability to justify what and which is actually good for them, what they cook is the desire of obtaining nourishments from the ads that pitched them.Ironically, according to (Bette and Jackie 2001, 75) Bette and Jackie (2001, 75) childrens segments are on top of the beta business opportunities which merchants cant afford to miss it. In addition, (Aysen and Scott 2000, 299) Aysen and Scott (2000, 299)also support the aforementioned facts, and further by McKay (2005) pointing US is spending $10 12 one thousand thousands to advertisements that targeted to children for nutriments. It is ascertained in (Elizabeth 2004, 161),Elizabeth (2004, 161) pointed that Children account for approximately $24 Billions in call for spending each year. Here, regardless of the re discharge they can make, in ( Aysen and Scott 2000, 299) is this a secondary source reference bro? quoted by Kotz (2007) learn that the Kaiser Family Foundation had instal out Children are exposed to more than 7,600 commercials on candy, cereal, and fast food in any maintainn year. Hence, it is because of all this vulnerability that making marketers so actively and cleverly penetrating children with vague information.A theater of operations of WHO had defined Overweight as BMI more than 25 and Obese as BMI more than 30, WHO also projected in 2005 to have approximately 1.6 Billion (age 15+) were overweight and at least 400 millions were obese (Obesity and overweight 2006). In a recent statistics perspective, it had shown that 50% of elementary-school children and 80% of teenagers will battle obesity throughout their lifetime (Aysen and Scott 2000, 299). These staggering figures are so devastating that it is in high chances to invite premature death and disability in adulthood. Namely, few of the disablement ful chronic disease much(prenominal) as Cardiovascular Disease, Diabetes and tone Disease which thanks to the intensive and unethical marketers that promotes junk foods without concerning childrens health.For an instance, an advertisement from McDonald of its Supersized French-Fries and nuts drinks by just topping up with 39 Cents had received critics for boost of overeating. In marketing mix viewpoint, McDonald cleverly uses its products, tolls and promotions tactics to invites people to eat in by having greater portion with merely 39 cents added. They perpetually setting a mindset for Children that food are fun, as strong-arm test shown that McDonald had packages make specifically for just children that comes with toys and collectibles. Furthermore, it depicts for rather just selling for fast food but is a family adventure for having meal unneurotic at McDonald fast food centre. In addition, McDonald uses prints calorie count cerement in trays and claiming that their food will not ca utilize obesity if consume accordingly.The impacts that brought by much(prenominal) ads is unforgiving. The aftermath for such unethical advertisement contributes more health issues and shifting not just the diets of consumers but it fact, it lead to Supersized consumers from their products by all topping of 39 Cents (William n.d.). Hence, actions have to be taken to stiffly portion with these unethical conduct that leads to obesity and other health issues.Credibility and deceptive Conducts to AdvertisementsIn addition to health concerns, other ethical issues are come to with advertising to children. As though a lot of studies filled in with interesting details by stating that advertising had unprecedented ease of introduction to an array of innocent children. Despite in some countries like Sweden, Norway, and Netherlands had give in a lot of efforts in reducing and banned the advertisement targeted to children (Tammo, Wilma and Britta 1998, 172). roughhow, the marketers will keep on finding slipway within this regulate market-space to produce inadvertent adverse outcome that compromise the credibility of the advertisement in a deceptive ways.In (William 2002, 73),the article name/ style or maybe you want redo it- As William (2002, 73) mentioned, Peggy Chan as the chip in and president of the watchdog group Action for Childrens Television, pointed that TV is a media that taught children by tendering for unnecessary products instead of to save for the instance. It is sure that children are less than able to fully understand and to comprehend the real lifeion that marketers deceptively make for them. Thus, in a real life example of Campbell Soup punt in the late 60s. In order for all the vegetable and the alphabetical wordings visible during the shot, the ads are found to be placing clear marbles in the bottoms of the bowl. However, it is complaints for untruthful display as though the vegetable and alphabetical wordings arent as visib le as in the ads (William n.d.). For this cause, these deceptive practices and degrees of credibility is proved to be questionable. In the end, the potential impact will make consumers losing faith towards its products and ways they promote it. Campbell resulted in considerable negative publicity for the company and it is no longer a prices concern than to ethics concern for vast consumers. some other ethical issue that gulls the attention of researches is when marketers involve childrens psychologists in their market research. The reason is clear that these psychologists are at its scoop from their profession. They were hired to launch fire to the childrens mind. As verbalise by the advertising president (Special Issues for Young Children n.d.), Nancy Shalek, publicise at its best is making people feel that without their product, youre a loser. Kids are very sensitive to that. Move it to here (Special Issues for Young Children n.d.), From the 3Ps of extended marketing mix per spective, the people and parade that get involve is unethical, and the physical recount is the advertising itself. The fact had shown that marketers are viewing children as a cash in machine that constantly generates profit for them. Hence, it is in need of setting stricter rules from the judicature and policymakers to iron out the unhealthy advertising that aims to children. Thus, it equally subject matter that by enhancing the credibility and reducing the deceptive adverse could dramatically infuse vivid outcomes.Conflict of Interest Misleading Approach in AdvertisementsAt the base of a success trade comes from an interest of a purchaser. Whereas, research had shown that such interest often germinate by marketers and advertisers in an unethical approaches. They lick children desire by continuously enriching children horizon to an extent of homogenizing them to be piece of the market segment. And legitimately, children turn out to be a good target, a target that unable to makes accurate decision due to the information that captured by them are misleading and of conflicting their real interest. Hence, in short, marketers and advertisers are at their best in limiting children alternatives to only their merchandise (Paul 2000, 27).Separately, in (Elizabeth 2004, 162) provoke u slot in the article name if u structure yr sentence this way then follow by (Elizabeth 2004, 162) it is said to be by constantly misleading children from intricate advertisement contentedness in their novel ages, it could lead to some undesirable social values such as materialism and materialistic. The effect is so prominent, as young children are unable to resist the attraction of purchasing the products that promoted to them from ads that starring by kids celebrities, famous cartoon icons as they believe it could provide exaggerated qualities when they have it. Thus, children will crave for all these sort of unnecessary products by all means and not to mention the amount of wasteful money fire need to spend.For this reason, a lot of countries had prohibited famous icons to go on air and recently in early 2010, Childrens Television Standards (CTS) in Australia was constituted and had set rules that promotion through popular characters are ceased to be used as an endorsement in commercial products (Jamie and Andrew 2010, 1). Such practices are veritable for tackling the outrageous marketing attitudes that deploy by unethical marketers and advertisers. There was evidence in in what bro?(Debra and Michael 2008, 911) being identified by Jardine and Wentz (2004) saying that Ireland curb celebrities to appear in foods advertisement that aimed to children. It is due to policymakers and researches view a childs aptitude to recognize advertisings persuasive intent as a developmental milestone (Elizabeth 2004, 162). As to say, it is the marketers themselves who provide opportune for the authorities to minimize their advertisement boundaries. some other exam ple of McDonald, according to to what? (Paul 2005, 9) collectibles and toys are so often comes with meal. These collectibles are a series of characters that could not be missed by children. For this reason, children would need to purchase many of those meals to have entire set to be collected. As defended by the merchants, their goal is to provide fun for children while having meals. However, such advertisement touchstone the same thing differently when goes to children. This is when misleading and conflict of interest travel by as children are craving for the toys and collectibles than to the foods (Paul 2005, 10). It is certain that such ads are unethical, they had unheeded the consequences that compromise children health, set ups spending and as well forgone the fact that fast food is junk food. Most notably, in order to get these collectibles for their child, parent are force to purchase specific kids package in a designated price and dont have alternatives for the food wit hin the package.In long term, when consumer realize that such unethical conducts are made for lure them to purchase unwanted toys for their children, in return, the company might in gift with sales shrinking and end up with fewer profits. Thus, it is this misleading and conflict of interest that leads to a chastening which impacts to marketers marketing mix in term of product, price, promotion and emplacement concern. (Paul 2000, 27)Paul (2000, 27) suggested that it is better for each and every company jointly helps in change magnitude intricate junk food advertisements content and portraying better heart to promote healthier lifestyle that enabling judgments towards the integrity of the advertisements center when targeting to children. person-to-person Marketing Minor as a Target IssueClearly, when comes to marketing, it is about timing and precision when the message that intended by advertisers being delivered exactly to their target. It is important for advertisers that th ose children receive an impact towards their products when advertisement was viewed. In another term, it is known as Ssubliminal. It is a visual stimulus that so quickly masked into the mind before one could actually process it and having no consent that it had actually take place (Johan, Wolfgang and Jasper 2006, 793). Thus, for such advertisement to be effectively done, the degree of distraction during the advertisement have to be minimal and it is best when children are alone and insecure. It is an undeniable fact that such exploitation of childrens mind was said to be unethical.For instance, given over inin what? (William 2002, 74) of a real business environment, cartoon characters are widely recognized by children that, They are created just for them, hence, the ethical issues that arise, is where such advertisement are usually broadcasted in the afternoon childrens television program. At this timeframe, it turns out to be the weakest parental oversights period, as to say, such isolation in the afternoon perfect the intention of marketers. Undoubted, it is to have children viewed the advertisement at all costs. As a result, in children mindset parent is the only channels that can potentially purchases what is made specifically for them. Thus, it is well sensible that such violation is unethical, in addition to spoiled childrens attitude, it would literally put parent in face with financial hardship as well. advertize targeted to children alone often exceeded the limitations and resulted with various ethical issues. There is ample estimate that had shown children influential in family purchase itself are about $500 Billions a year (Elizabeth 2004, 161). Furthermore, another study in? (Christine and Nancy 2001, 21) mentioned that the children spending alone had account for another $14 Billion from their pocket money in country like US. Concurrently, a UK survey also uncovered that children possess a lot more freedom in spending and as well influence o ver their parents (Lionel 2000, 326). Hence, when the advertisement is targeted to children, and so often, advertisers are intended for an outcome that estimation to them. For this reason, it is believe that in the first place or later, two of their marketing mix elements which are the ways of promoting and placement will further intervene by authorities bodies and invite raw(a) regulations to minimize attention that can be drawn towards children.In a study, the author pointed that it is a controversy for saying that with least cumulative painting of advertisement to children which in turn could compromise childrens understanding of advertising intent (Alcohol Consumption in Australia 2006). However, according toto what? (Tammo, Wilma and Britta 1998, 176), thither is evidence to say that by having healthier content in the advertisement is much more effective than by having parents controlling or restricting children on their TV times. It can be conclude that the negative impact s which happen is neither benefiting consumers nor to the advertisers. For example, advertisers can everlastingly give a warning sign saying that Parental supervision is required during the advertisement is on air. Therefore, it would be better off to put down advertisement onto children in an appropriate manner, in a way that do not appear to be aiming to just children but with the consent of their parent (Jeffrey 1999, 114). will it be conflicting of what u hv presented earlier as u mentioned that advertising aim at children on the weakest parental supervision timing, so if there is a warning sign the parent will not notice it also right? It just my opinion broRecommendations Responsible advertise with 7PsAdvertisersResponsible in advertising is not about restricting or banning the advertisement. It is apparent that advertising brings in ethical issues for children. Children are a vulnerable segment and due to the advancement of technologies, it further enhances the transmissio n of message instantly to children. However, the responsibility of protecting children is still on the advertisers hand. Advertisers have to regard and abide to the rules and regulations that set by ethics initiatives representative, taken up these code-of-conduct as an important guideline and to be best, inputted into respective companys rules during advertisement. For an example, if the advertisement project a message for a product that deemed as a must-have item for children and it is known that such exclusivity is unethical. Clearly, it is vital to come up with a solution towards the issues by conducting advertising in a way that neither tipped to consumers nor favor to advertisers. (Paul 2005, 9-11).Advertisers would need to constantly market their products but in a way that promoting further space for children in future rather than rigorously control all they have. This can be best achieved by treating children as an informed consumer by teaching them what and how to foresee marketing is all about. Consequently, it will further enlighten them about what is market segment and in return, for children to germinate a priceless asset decision making. Such realization of the intricacies advertising tactics at an early age can ensure children be aware to the fundamental of the marketing environment. (Paul 2000, 28-29).Due to the fast moving pace in todays business, children had becomes a promising spending group. Thus, if children have the ability to make decision, they can decide whether or not such products is a necessity or unnecessary. Accepting the facts that parents are unable to fully shielded their children away from advertisement, thus, the best practice is makes children to cope and larn experiences with what is about to fall upon to them. (Paul 2000, 26).It literally means that children will no longer being viewed as a vulnerable group that advertisers can take advantage on. Children can develop themselves with the companionship to make comparis ons between products, prices and promotions. Hence, by not undermining the message behind advertisement, children could turn their weaknesses to strength and the concerned ethical issues of childrens naivety will further be diminishing in a healthier way. (Elizabeth 2004, 163).Parents and Authorities BodiesFurthermore, parents should play as an important role in tackling the advertising ethical issues. According to? (Lionel 2000, 327) parent should educate their children and make known for children about the marketing strategy that draw by advertisers. This can be achieved by setting it as a encyclopaedism milestone since they are young. This will drastically develop children to be aware of advertisers marketing processes by identifying the content and terminology used by them.Moreover, given that authorities bodies are already in place, but there is always a need to further emphasis when pursuing for unethical conducts. For instance, it is suggest having government intervene in se tting rules and regulations in the TV advertising industries for the reason of minimize advertisement that make directly to children. In term of products promotions and placement, according to Dibb (1996) in?(Tammo, Wilma and Britta 1998, 172) identified that countries like Norway, Sweden and Netherlands was found impractical less than 5 advertisements in one hour of television programming for children. In addition, informed advertisers to collaborate parents and family members for advertisement that be put on air or by reducing advertisement during childrens programming period.Some country like France are in face with choosing between hold with a health message in their advertisements or to paid 1.5% valuate found on their advertisement budget to foot the healthy related message (Aysen and Scott 2000, 301). Separately, even the fast food typhoontychoon or typhoon?, identified by Jardine and Wentz (2005) saying that McDonald is adhere with the strict rules and providing differin g strategies in each country based on how to advertise their products. For these reasons, in order to success, changes have to be made with an immediate effect as evidence shown that the existing practice had flawed into a devastating phase. It is clear that with the cooperation from advertisers, it could propel to have healthier products sales, widely accepted promotions strategies and with likely pricings for the general consumers.ConclusionOverall, the aim of this comprehensive research was to scrutinize that ethical issues in advertising exist and will gives impacts towards children through various channels. A channel that remit for obtaining nothing else but profits from their targeted segments and therefore, as said in?(Aysen and Scott 2000, 300) The judgments and behavioral intentions are important constructs to gain insights regarding advertising directed at children. It is clear that when advertisers properly fill up the gap by regulating their content which adheres to th e rules, it helps in realizing and educating their targeted audiences that overindulge for their products in a better way.So as to say, advertisers have to know that the boundaries of reasonable practice have been severely breached and they should not dismiss the attention that has been given in respect for a cleaner outcome of their advertisements. Thus, those outrageous advertising claim that previously roamed the media have to be virtually impossible in the current situation. As a result, if all these groups take their responsibility into account, the exertion of advertising towards children will be more ethical and approachable in future.Discussion Other Ethical Issue in FutureThis paper examined the ethical issues have in advertising towards children and as well tribute directed to 7Ps has been identified accordingly from conventional marketing medias. The disguise advertisement that makes children vulnerable via the internet is yet to be scrutinized in this topic. This study is in an attempts to fill up the gap from another medium of communication The Cyberspaces. A disguise Advertisement is better be known as a breakthrough from typical advertising technique that being put in TV ad, magazine and etc. It had further exploited into the internet world where advertising is at the ease of fingertip. They can transmit the message at a lower cost and with better influence. It was a cover-up in a way that people are unaware that the advertisement had travel in to their mind. (Austin and Reed 1999, 590-591).For an example, nowadays children are quick in learning and blogging had turn out to be a typical ways of projecting ones stories and endeavors. Thus, some food industries has been found to hiring famous Blogger to make disguise word of honor for promoting their brands, products, products price and place to find their product as though the blogger himself are telling his daily endeavors. Hence, the digital age had further facilitated children and adolescen t to view on their beloved blogger flawed statement and pursue for what is recommended by them. (William n.d.).Such disclosure is unethical, unethical in a way that they need not to hold any responsibility about the content that being uploaded into blogs and ignoring the harm that possibly brings to consumers, notably, children and youngsters. Thus, supervision that needed is crucial, as if these advertisements will intrude even to an adult and not to mention the vulnerable children. (Austin and Reed 1999, 590-591).ReferenceAustin, M. J., and M. L. Reed. 1999. Targeting children online meshwork advertising ethics issues. Journal of Consumer Marketing 16 (6) 16, no.6 590 602. http//www.emeraldinsight.com (accessed show 3, 2010).Australian Bureau of Statistics Alcohol Consumption in Australia. 2006. http//abs.gov.au/AUSSTATS/emailprotected/mf/4832.0.55.001/ (accessed February 24, 2010).Aysen, B., and V. J. Scott. 2010. The moral philosophy of forage Advertising Targeted Toward Ch ildren Parental Viewpoint. Journal of Business ethical motive 91 (2) 91, no.2 299 311. http//www.springerlink.com (accessed defect 3, 2010)Bette, A. S., and G. Jackie. 2001. Ethical issues in electronic commerce. Journal of Business ethical motive u need to input vol issue only2 34, no. 2, (November 1) 75-85. http//www.proquest.com (accessed butt 7, 2010).Carolyn, S. 2010. Ethical Issues When Marketing To Children. http//www.articlesbase.com/advertising-articles/ethical-issues-when-marketing-to-children-1897536.html (accessed March 6, 2010).Christine, P., and R. Nancy. 2001. The impact of consumer environments on consumption patterns of children from different socioeconomic backgrounds. Journal of Consumer Marketing 18 (1) 18, no.1 21-40. http//www.emeraldinsight.com (accessed March 10, 2010).Debrais it just debra?., and H., Michael. 2008. Advertising in Australia the big issues. International Journal of Advertising 27 (5)27, no. 5 910-915. http//web.ebscohost.com (accessed Mar ch 8, 2010).Elizabeth, S. M. 2004. Children and the changing world of advertising. Journal of Business Ethics 52 (2)52, no.2 161-167. http//www.springerlink.com (accessed March 3, 2010).Faith, M. 2002. Marketing and advertising Harmful to childrens health. The Lancet 360, no. 9338, (September 28) 1001. http//www.proquest.com (accessed February 11, 2010).Henry, S., and C., Frank. 2000. The effect of tobacco advertising bans on tobacco consumption. Journal of Health Economics 19 (6)19, no.6 1117 1137. http//sciencedirect.com (accessed February 27, 2010).Jamie, N., and D. Andrew. 2010. Australia Revised Childrens Television Standards for Commercial Television. http//www.mondaq.com/australia/article.asp?articleid=93136 (accessed March 11, 2010).Jeffrey, G. 1999. Children and Advertising The Research. Young Consumers brainwave and Ideas for Responsible Marketers 1 (2) 1, no.2 113-118. http//www.emeraldinsight.com (accessed March 7, 2010).Johan, C. K., S. Wolfgang. And C. Jasper. 2006. Beyond vicarys fantasies The impact of subliminal proming and brand choice. Journal of Experimental Social Psychology 42 (6) 792-798.42, no.6 792 798. http//www.sciencedirect.com (accessed March 12, 2010).Lionel, S. 2000. Marketing to kids in the 21st century? Policy and order Affecting Advertising to Children. Young Consumers Insight and Ideas for Responsible Marketers1 (4) 325-332. 1, no.4 325 332. http//www.emeraldinsight.com (accessed March 10, 2010).Obesity and overweight. 2006. http//www.who.int/mediacentre/factsheets/fs311/en/index.html (accessed February 28, 2010).Paul, C. 2000. Advertising and Marketing to Children Exploitation or socializing?. Young Consumers Insight and Ideas for Responsible Marketers 2 (1) 25-30.2, no.1 25 30. http//www.emeraldinsight.com (accessed February 23, 2010).Paul, K. 2005. Responsible marketing to children in the US. Young Consumers Insight and Ideas for Responsible Marketers 6, no.4 8 12.6 (4) 8-12. http//www.emeraldinsight.com (accessed February 28, 2010).Sharon, B. 1998. Marketing to Children. http//www.uow.edu.au/sharonb/children.html (accessed March 9, 2010).Special Issues for Young Children. n.d. http//www.media-awareness.ca/english/parents/marketing/issues_kids_marketing.cfm (accessed February 17, 2010).Tammo, H. B., C. Wilma, and B. Britta. 1998. Childrens Understanding of TV Advertising Effects o Age, Gender, and Parental Influence. Journal of Consumer Policy 21, no.2 171 194.21 (2) 171-194. http//www.springerlink.com (accessed March 3, 2010).William, M. O. n.d. Ethics and Advertising Advertising Society Review. http//muse.jhu.edu/journals/asr/v008/8.3unit13.html (accessed March 6, 2010).William, S. B. 2002. Ethics and the Business of Childrens Public Television Programming. Journal Teaching Business Ethics 6, no.1 73 81.6 (1) 73-81 http//www.springerlink.com (accessed March 8, 2010).Winston, F. 2004. The Challenge of Advertising to Children. Young Consumers Insight and Ideas for Responsible Marketers 5, no. 2 11 15. 5 (2) 11-15. http//www.emeraldinsight.com (accessed February 23, 2010).