- Title
- The presence of violent messages in child-oriented magazine advertising: considerations for Australian advertising guidelines
- Creator
- Baxter, Stacey; Perkins, Alicia
- Relation
- Marketing Bulletin Vol. 23, Issue 1, p. 1-8
- Relation
- http://marketing-bulletin.massey.ac.nz/marketing_bulletin_articles.html#Home
- Publisher
- Massey University
- Resource Type
- journal article
- Date
- 2012
- Description
- A review of the Australian Association of National Advertisers (AANA) code for advertising and marketing to children revealed that the AANA fails to discourage the portrayal of violent, although, non-distressing messages. A content analysis of Australian child-directed magazine advertising found that advertisers are not promoting positive social behaviors, and are employing elements of violence in their child-directed marketing messages. As exposure to violent media potentially has negative social and behavioral consequences, it is suggested that the AANA develop a guideline regarding the depiction of negative social behaviors in child-directed advertising.
- Subject
- children; advertising policy; Australia; content analysis
- Identifier
- http://hdl.handle.net/1959.13/1318097
- Identifier
- uon:23566
- Identifier
- ISSN:1176-645X
- Language
- eng
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