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Child Psychology – The Impacts of Advertising

5. Reducing the Impact of Advertising

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About this Lecture

Lecture

In this lecture, we think about how the impacts of advertising can be reduced, focusing in particular on: (i) Wolfe and Williams’ research, which found that people who had their attitudes most greatly impacted by advertising were those who had the least recognition of that change; (ii) how reducing screen time can impact the effectiveness of advertising on children’s views, simply by reducing their exposure to adverts; (iii) the effectiveness of enhancing children’s media literacy to reduce the effectiveness of advertising; (iv) attitude inoculation, which involves informing children of potential attitudes they will be presented with in advertising, such that the effectiveness of that advert upon presenting that attitude is reduced; (v) the latitude of acceptance or rejection, which states that persuasive messages which align with our own attitudes are ignored as we assume to already know them, and messages that are different from our own attitudes are ignored because they are deemed to be misaligned from our own views.

Course

In this course, Dr Cathal O’Siochru (Liverpool Hope University) explores the impact of advertising on children. In the first lecture, we think about how much advertising children are exposed to and the impacts it might have. In the second lecture, we think about persuasion and its role in advertising. In the third lecture, we think about how advertising can promote stereotypical views and the negative impacts for both the group(s) being stereotyped and the individual(s) exposed to them. Next, we think about how gender is represented in advertising. In the fifth and final lecture, we think about ways in which we can teach children to be more resilient to the influences of advertising.

Lecturer

Dr Cathal O’Siochru is a senior lecturer in education studies at Liverpool Hope University and has a background in psychology, research methods and education. Dr O’Siochru’s research interests include the psychology of education, epistemological and pedagogical beliefs, and assessment practices. Some of Dr O’Siochru’s recent publications include 'Action learning: how can it contribute to a collaborative process of pedagogical action research?' (2020) and 'Academic perspectives of metrics: Procedural justice as a key factor in evaluations of fairness' (2019).

Cite this Lecture

APA style

O'Siochru, C. (2022, May 10). Child Psychology – The Impacts of Advertising - Reducing the Impact of Advertising [Video]. MASSOLIT. https://massolit.io/courses/child-psychology-the-impacts-of-advertising/reducing-the-impact-of-advertising

MLA style

O'Siochru, C. "Child Psychology – The Impacts of Advertising – Reducing the Impact of Advertising." MASSOLIT, uploaded by MASSOLIT, 10 May 2022, https://massolit.io/courses/child-psychology-the-impacts-of-advertising/reducing-the-impact-of-advertising

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