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By Pam Hanley, etc.

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Extra resources for CopyCat Kids?: The Influence of Television Advertising on Children and Teenagers

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When children were asked about this advertisement, it was neither familiar nor liked. Most found it boring – the music was not to their taste and the format lacked interest. A few noticed the language, which was thought to be included to catch attention. It was an unusual device but nothing shocking, and was considered unlikely to instigate emulation. F’ART ATTACK This parody of the popular children’s programme Art Attack was an item on the popular children’s entertainment show SM:TV LIVE. It features the presenter breaking wind and a number of farting jokes.

They also spoke of copying the voices of Budweiser animal characters and there were some claims of imitating moves shown in advertising for kung-fu based computer games (unspecified). ADULT PERCEPTIONS As with television in general, the adults believed that television advertising ‘must have an effect’, but had relatively few examples to offer. They identified three main ways in which television advertising seemed to influence children: pester power; direct copying of behaviour seen in advertisements; and a subliminal or very gradual effect on attitudes through communication of (often antisocial) ideas or cultural norms.

SOCIAL WORKERS/FOSTER PARENTS 39 COPYCAT KIDS? MIXED REACTIONS DULUX PAINT A woman seems fascinated by a man wearing a yellow jacket. She follows him on to a bus, sitting behind him. He is vaguely aware of her and a little uneasy. When he gets off the bus, a square of yellow material has been cut from the back of his jacket. At home, the woman has clearly used the colour of the material to find the perfect yellow for her walls. ) There was some awareness of this advertisement amongst older children (12-16), with the key reminder being the hole in the hood.

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