Research On The Problems And Countermeasures Of The Use Of Children's Image In TV Advertisements

Because of its unique characteristics of TV advertising communication and audition with other advertising media can never exceed the advertising effect,the image of the child because of image features of the lively,lovely,pure and kind,can increase the reliability of the product and attract the attention of the public,won the favorite of consumers,but also won the advertising industry favor,become advertising spokesperson.The perfect combination of children's image and TV advertising can not only promote the effective development of advertising industry,but also help children achieve the socialization process and promote the all-round development of society.But the children is a special vulnerable groups,young and ignorant,is in the learning stage,all of the outside world is full of curiosity,strong ability to imitate,especially on children are particularly sensitive to the image of their own kind of television advertising,coupled with the lack of cognitive ability of children to identify things on the product it is the lack of rational knowledge,in the face of strong visual impact of TV ads repeatedly,if the image of the child in improper use and also easy to give the socialization of children and psychological caused great influence,and caused some harm to society.Study on the analysis of some related applications and images of children in television advertising in the literature,mostly fragmented,and relatively long case each one airs his own views,and not according to the analysis of the current situation of TV advertising,this paper aims to research the collection of the previous reference,and combining the current television advertising case,the previous research results are collated,through the analysis of different types of the images of children in television advertisements,to find solutions with new problems and present images ofchildren in television advertisements,the images of children in television advertising applications in a more comprehensive and more perfect,more can adapt to the development trend of the new era.The study found that the current application of the images of children in television advertisements have some problems,for example,the image of the child abuse,adult and children's image advertising value without the distortion of the view of ethics,check the arrhythmia,a children's image,exaggerated images of children of different application of imbalance,and failed to fully play the advantages of TV advertising.The reason for these problems cannot do without the influence factors,social media,advertisers and audience psychology,advertisers and media on the pursuit of economic interests,to grasp the audience psychology,the legal system is not perfect,child phenomenon intensified and so on,are the cause of the problem.It brings some harm to children,society,family and advertising industry.Therefore,it is of great significance to discuss the countermeasures to reduce these hazards in the new era.The specific countermeasures include the following: 1.drawing on the experience of the western countries and perfecting the laws and regulations of children's advertising.2.strengthen the advertising industry and media self-discipline.3.to strengthen the education of children's advertising literacy.