This generation of young people is growing up with the Internet as a daily and routine part of their lives. Kids are often online alone, without parental supervision. Unlike broadcasting media, which have codes regarding advertising to kids, the Internet is unregulated. Sophisticated technologies make it easy to collect information from young people for marketing research, and to target individual children with personalized advertising.
Marketing Adult Entertainment to Kids
[N] Children are often aware of and want to see entertainment meant for older audiences because it is actively marketed to them. In a report released in 2000, the U.S. Federal Trade Commission revealed how the movie, music and video games industries routinely market violent entertainment to young children.
[O ] The FTC studied 44 films rated Restricted, and discovered that 80 per cent were targeted to children under 17. Marketing plans included TV commercials run during hours when young viewers were most likely to be watching. The FTC report also highlighted the fact that toys based on characters from mature entertainment are often marketed to young children. Mature rated video games are advertised in youth magazines; and toys based on Restricted movies and M-rated video games are marketed to children as young as four.
46. Guilt can affect parents spending decisions because they dont have enough time for their kids.
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