A Study Of Commercial Advertising In CCTV Children Channel And Television Viewing Of Children

In the information media age, now the commercial television advertising is filledwith people’s vision, with the rapid development of new media, the traditional TVmedia welcomed the new challenges, commercial television advertising how to playpowerful function and effect to guide the social development, Children grow up withtelevision, they have to be affected by these advertising, CCTV children’s channeltake children for the goal audiences, what content do these advertisements have?What are the characteristics? What are the changes and rules? How to improve?These advertising on February4to February19in2012are on the basis ofstatistical data, use the measure of quantitative analysis and qualitative analysis tostudy on advertising text content, we found that the quantity is big, play morefrequently. In the whole, the characteristic is quantity big in the weekend, not in otherdays, then decrease, but maintain the stable value. Secondly, analysis duration,product type, appeal, it shows that products are divided into electronic products, food,supplies class, children’s clothes, sport and entertainment, ruled out of the repeatadvertising, the total is66, which has57children’s TV ads, and most are emotionalappeals.On the basis of statistical data, we use the conception of communication,psychology, semiotics to research, positive and negative content in the channel whichwill affect the children, and how to affect, the influence of the positive content showsin three aspects, family scene, noble moral behavior art and good habits of guide, theinfluence of the negative content shows germs of consumerism ideas, change ofvalues of understanging, daily behavior misleading, and the same kind of adults, sexcognitive, and thinking about exaggerated conduct propaganda problem, mediacredibility, childish innocence.In the end, some improving strategies are put forward. Firstly, care for children isthe social responsibility, the productors and the mass media must bear theresponsibility; Secondly, make the related laws, advertisement criticism, medialiteracy education, the guidance of the parents, pay attention to the culture connotation,cultivate children’s nation complex.