Vinod Chandrashekhar Dixit It is observed that now-a-days children are breaking new grounds in advertising. After selling milk drinks and detergents to mostly mothers for years, the young ones are now trying to influence big investments of decision makers at home and in business. Children are making the adults buy. So grabbing adult attention through kids is a sound strategy. It is clear, featuring children helps companies get rid of boring and cliché methods, especially when the product carries a serious image. According to a senior psychiatrist “Commodification of child psyche is an unhealthy pattern. Many a times they don’t even have insight about the product they are promoting. It’s a kind of child labour”. Children appearing in the advertisements, posters or photos can attract more customers and help the buyers know more about the product. However, if the children commercials involve sexual contents, the commercial should be banned and the situation should be stopped. Children are innocent and pure, the society should not use their innocent to earn money immorally. Children are innocent and not so mature. When a marketer advertises a product on television, they do not understand that it is a business and their main aim is to sell. They do not understand that advertisers try to push their products and market in such a way that children want to buy it. Children participation in advertisements become popular and they face many comments and criticism. However, children are not mature enough, when facing criticism, they find difficult to accept and may cause psychological shadow. This is because children are not mature enough to think what they want or is the thing benefit to themselves, they are just simply accept everything that their parents arrange for them. Children should have a normal childhood which is playing with friends and families. Taking part in TV commercials is exhausting for children. They should spend so much time on the jobs if they become the celebrities. Children do not have enough strength to take part in the TV commercials and it will affect their physical health. Also,their time will be spent on the jobs and they will not have time to stay with their families or make friends. They cannot have a normal childhood like other children if they become celebrities. They may not have friends and feel lonely . Children are too young to face this entertainment industry, being a celebrity will always receive lots of attacks without any reasons. Also, children are too young and they don’t know how to protect themselves even though their parents are staying with them. Childhood is a time that full of joyful and being a celebrity will make them received many negative comments without any reasons. It is bad for their mentally development. Besides, involving in the commercials have to spend a lot of time. As a result, children may not have enough time focusing in studies and their academic result may be affected. Once they involve in commercial, pressure will be brought to them and they tends to meet the standard of the advertisement or dramas. Besides, they and their families may also need to face the discussions of the public. It is too early for children to have lots of pressures and too much workload. They should have their own time with their friends and families, but not bear the pressure. Parents should also assess the advertisement whether it is suitable for their children, such as the message or products involve in the advertisements. Moreover, it is important that the parents should guide their children to allocate their more time on study and give them support and encouragement. No doubt, children appearing on television advisement not only help the children to become more confident but also have unforgettable experience in their life.
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