First, children's TV advertising and the development of children's moral cognition
Children's TV advertisements are products used by children or advertisements with children participating in demonstrations. Including the following: First, advertising products used by children, such as children's toys, children's food, children's clothing and so on. It may be a child demonstration, an adult demonstration, or an adult demonstration with children; Second, children participate in the advertisement of demonstration content. The products in this advertisement are not specially made for children, but take children as the leading role in the demonstration, and mainly use children's images to advertise.
Moral cognition mainly refers to the individual's understanding and mastery of moral knowledge and moral evaluation criteria. The development of children's moral cognition refers to the development of children's understanding and mastery of moral knowledge and moral evaluation standards, including the understanding and mastery of moral concepts, the understanding of moral causality and the development of moral judgment ability. The development of children's moral cognition plays a guiding role in children's moral development, because children's moral cognition marks the direction of children's moral development; At the same time, moral cognition is closely related to moral behavior, and moral cognition is the behavioral tendency to deal with moral situations rationally. Therefore, the in-depth study of children's moral cognition is helpful to guide children's moral development in the right direction and improve their moral judgment ability.
Childhood is a critical period for the development of moral cognition. In addition to family, school and peers, social factors can not be ignored. Most children over the age of 6 can feel that the purpose of children's TV advertisements is to attract their attention to advertisements and persuade them to buy goods through various expressions such as sound, pictures and advertising language, but they can't understand that the values expressed in the advertisements in A Spring Breeze are also imperceptibly affecting their moral cognition and thus their moral behavior.
Second, the negative impact of children's TV advertisements on children's moral values
Because children lack the ability to fully identify and judge information, they can't completely judge whether the advertising information is good or bad, right or wrong, so some values expressed in children's TV advertisements will have a negative impact on the formation of children's moral concepts. The negative influence of the values expressed in children's TV advertisements on children's moral concepts is mainly manifested in the following aspects:
1. Pursuing fetishism
Today's society is a materialistic consumer society. Advertising praises the benefits of consumption, introduces commodity information to consumers and advocates a new way of life. Some people think that this is the correct way to educate consumers, so that they can grow into rational and discriminating qualified citizens in the consumer society. However, due to the lack of children's thinking ability and imperfect discrimination ability, some children's TV advertisements excessively praise consumption, which will inevitably make children chase and worship material consumption excessively and have some adverse effects on children's moral concepts.
(1) excessive pursuit and worship of material consumption.
In daily TV advertisements, various children's TV advertising products appear with novel and exciting features, such as lively and lovely advertising images, cartoons, animals or children that make children happy; Advertising products that make children salivate, with unique shapes, bright colors, novel tastes or strange packaging; Songs that make children dance, or passionate, or crisp, or humorous, stimulate children's strong desire for material possession. Therefore, whenever new children's food, toys, stationery, clothing, etc. Coming to the market and conveying this message through advertisements, children are eager to get this new product to replace the products they used to like. Consumption and satisfaction become symbols of fashion and taste, while the virtues of thrift and moderation are despised and spurned.
(2) Love the new and hate the old, and pursue the fresh.
Spreading this concept of excessive consumption of new products in children's TV advertisements will mislead children into excessively liking the new and hating the old, pursuing new products, and demanding new products to bring new satisfaction and happiness after a period of time. New function, new taste, new excitement, new packaging, new name, new style, etc. May lead to the blind pursuit of trends, the pursuit of freshness, blind abandonment of the past tense. Buy four-wheel drive motors from Baima Da, Red Motor and Black Horse Da, then lightning, fire, high wind and thunder, then silver motor Altman, gold motor Altman, storm, explosion 1, explosion 2, sound speed, light speed and black star. The continuous introduction of new products from generation to generation has strengthened children's needs and concepts of upgrading, innovation and weariness. In the eyes of children, with the appearance of this new product, they will naturally try it, and over time they will develop the concept of pursuing novelty, liking the new and hating the old.
Only material consumption is supreme.
(1) The bond that maintains the family's feelings has become the satisfaction of material needs.
Family is the cell of society, and the bond that maintains the feelings of family members is love. Parents' love for their children and children's love for their parents constitute a warm home.
However, excessive material desire propaganda and appreciation in children's TV advertisements may make children form the concept of judging whether their parents or other members are good or bad by meeting their material needs. Satisfying their material needs is a good father and mother, but failing to meet their material needs is a bad father, bad mother. The attitude towards parents is entirely based on whether they can meet their needs. The feelings of love have become less important, and the material needs are the most important. We can easily find that some children's TV advertisements show their parents? Scenes or fragments of children's affection, in which children's satisfaction and joy are often based on some kind of material or spiritual enjoyment given by their parents, undoubtedly give children a hint in front of the TV, and the bond that maintains the feelings of family members becomes the satisfaction of material needs.
(2) Take material consumption as the only way to get happiness and satisfaction.
Some children's TV advertisements convey an idea to children through attractive means of expression: the only way to get happiness and satisfaction is to buy and consume the goods in the advertisements. Material consumption is the only source of happiness and satisfaction, while learning and virtue are placed in a secondary or even insignificant position. They strongly advocate immediate material enjoyment and the supremacy of material consumption, and believe that only material consumption is the happiest or most satisfying thing psychologically. Children's TV advertisements show children's happiness in material consumption too much, suggesting that consumption can bring happiness and make them rely too much on material, while emphasizing material satisfaction can completely fill their spiritual needs, making children feel that consuming these products is the happiest or perhaps the only happy thing in life. Like McDonald's slogan? More laughter, more choices, all at McDonald's? , one? Do what? This word reminds children that only when they come to McDonald's can they get more laughter.
3. Emphasize the sense of hegemony
( 1)? Imperial consciousness? , full of domineering
There are more and more only children now. They grew up in an overindulgent environment and were loved by three or even four generations. Everyone calls them only children. Little emperor? When children have a little need, grandparents, grandparents and parents try their best to meet their children's even unreasonable needs, which makes their children's awareness of the little emperor grow up. And children's TV advertisements are also encouraging and conniving children? Imperial consciousness? The concept of.
There are often scenes of children shouting in advertisements? I want to drink, I want to eat? If they are not satisfied, they just sit on the ground and play tricks on themselves, and their parents have to talk quietly? Ok, ok, I'll buy it for you now, ok? The child got what he wanted, smiled through tears, showed a satisfied smile to the camera, and looked domineering.
(2) Emphasis on exclusiveness and egocentrism.
Because the only child has no brothers and sisters, he has a sense of exclusion and self-centeredness and does not know how to share. There are many pictures in children's TV advertisements that strengthen children's strong sense of monopoly and self-centeredness. The plots of some children's TV advertisements show that you fight for each other, don't give in to each other, and occupy the goods alone to gain people's attention or get praise from others, suggesting that they should monopolize the goods and not share them generously, otherwise they will not get the material enjoyment and respect they deserve, and only by occupying them alone can they fully own the goods. What stands out here is exclusive enjoyment, ignoring the concept of sharing. Even if there is sharing behavior, it will be affected by the number of people.
Thirdly, children's TV advertisements have a negative impact on children's understanding of moral causality.
Children's TV advertisements not only convey commodity information and satisfy children's curiosity and desire, but also profoundly influence children's understanding of moral causality.
1. Children's TV advertisements show the concept of fetishism. They pay attention to material consumption and have a strong material desire, which makes many children regard the degree of material possession as the only criterion to measure the value of people and things. Being able to have all kinds of materials means that this person has dignity, status, value, personality and achievement, and material enjoyment means health, intelligence, happiness and success. Because? Having it means having everything, enjoying it means getting everything, and not having it is the root of all the pains and misfortunes in life. Even the possession and consumption of this substance can replace all acquired efforts and struggles. You are smart and have a good memory. You did well in the exam because you drank so-and-so to replenish your brain. The implication is that you are stupid, forgetful and have poor grades because you didn't drink so-and-so to strengthen your brain. Your body is tall and good, because you have supplemented calcium. In other words, you are short and stunted because you don't have calcium supplements. This causal inference makes them take it for granted that you are too eager for material things and too worshipful.
2. Children's TV advertisements show the concept that only material consumption is supreme, putting material pursuit in the first place and taking material acquisition and satisfaction as the highest goal in life. They judge whether they have met their material needs. For example, in the current social consumption, parents play the role of decision makers and buyers, and children play the role of initiators and influencers in the identity of advertising target consumers, but the final decision on consumption is in the hands of parents. Children's TV advertisements give children in front of the TV a hint that parents who meet their children's material requirements are good parents and prove that they love their children. On the contrary, parents who do not satisfy their children's material consumption are bad parents. Children's TV advertisements constantly stimulate children's desire for consumption or possession, push children to exert excessive shopping pressure on their parents, and promote consumption behavior. Once parents don't agree to buy, children's material needs are constrained, and children will think that parents don't care about themselves as much as parents in children's TV advertisements, and they will cry and lose their temper to vent their dissatisfaction. Parents don't agree with their children's more and more shopping requirements, which leads to more and more contradictions between parents and children, which may be derived from moral causal inference implied in advertisements.
3. Children's TV advertisements show the concept of emphasizing monopoly. They think that possession alone is real possession, and sharing with others is depriving themselves of the right to enjoy. Therefore, for a nutritious and delicious product, dad can get up in the middle of the night and steal food behind his son's back, but the son has understood these tricks of dad and hid the product. A child is enjoying a delicious snack, and his friend wants to share it, but he refuses to let it go, leading to looting. And so on, over time, will make our future social masters lack love, only know to accept the care and love of others, but don't know to care about others, have poor adaptability in the group, take self and individuals as the center and starting point of thinking, ask too much of others and ask too little of themselves, all because they think they are born to be masters.