Violent Adverts on Children Impacts


Violent Adverts on Children Impacts


Violent advertisement in most television commercials has become the most studied media violence forms. The exposure of children to extreme violent television adverts tends to increase aggressive and violent behavior among them. Studies have shown that even slight exposure to violence on adverts has an immediate increase in aggression levels and violent behaviors among children. Exposure to violent adverts increases aggressive thoughts, intolerance, as well as violent emotions in the future.

Huston, A., Watkins, B., & Kunkel, D. (2009). Public policy and children’s television. American Psychologist, 44, 424-433.

Huston, Watkins & Kunkel, (2009) emphasize that violence in adverts includes fighting, accidents, and explosions scenes evident in various adverts. An obvious fact is that the majority of adverts are not often rated in accordance with the age and makes them accessible to children. The past decade has seen an increase in an alarming increase in violence incidence s among children. Children have witnessed increased violence in adverts with research highlighting problems linked to violent adverts (Huston, Watkins & Kunkel, 2009). Children might be less sensitive to pain or suffering of other people. At the same time, they might become fearful of people around them and are likely to be aggressive towards their peers. Exposure to violence in adverts makes children consider violence as a normal stress response and an acceptable way of solving the conflict.

Carlsson-Paige, N., & Levin, D. (1987). The war play dilemma: Balancing needs and values in the early childhood classroom. New York: Teachers College Press, Columbia University.

Calvin & Levin (2007) belief that the majority of early childhood educators are concerned about the negative impacts of children viewing violent adverts. This is because the impacts are felt in cognitive as well as language development among children. Research shows that watching violent adverts is linked to less creative play with more imitated play, which the child mimics aggressive acts in violent adverts. Conversely, various adverts that regularly depict violence tend to promote less creativity, but an imitation of what is observed in the adverts. At the same time, adverts, which depict violence, encourage children to reproduce in their plays actual violent behaviors as evident in the adverts (Calvin & Levin, 2007). In addition, adverts that depict violence encourage the production of toys, which embrace violence, hence their imagination and creativity in plays is undermined and robs them the significance of play in their development.

Huesmann, L. (2006). Psychological processes promoting the relation between exposure to media violence and aggressive behavior by the viewer. Journal of Social Issues., 42, 125-140.

Huesmann (2006) insists that most children imitate the characters enforced for their violent behaviors and they often rehearse the scripts of the characters without ant reflective and creative thought. In most cases, children who frequently observe aggressive behaviors in adverts especially in the media often rehearse everything they rehearse when they are playing and also imitate the behaviors in real life experiences (Huesmann, 2006). This means children who frequently view violent adverts learn that violence remains the only acceptable means of achieving goals or even solving problems. Children who watch violent adverts are most likely to benefit less from imaginative plays being the natural way to express feelings, anger, or gaining of self-control.



Studies highlight the fact that children of up to eight years of age are not likely to learn a programming lesson when advertisements keep on intervening in relation to anti-social act and their consequences. There should be restrictions in children programs because of the fact that children are unable to recognize and distinguish the advert from the content of the program to prevent violent acts being distinguished from consequences by overriding commercials. Contrary to common belief, watching television is not a passive activity anymore with many children mentally involved in television viewing. The usage of media to be an educational tool needs to be rejected because of the violent adverts, which do not have educational value and promotes violence. At the same time, there is a need for advocating for guidelines, which eliminates violence in adverts for constructive use of media in relation to children.


Carlsson-Paige, N., & Levin, D. (1987). The war play dilemma: Balancing needs and values in the early childhood classroom. New York: Teachers College Press, Columbia University.

Huesmann, L. (2006). Psychological processes promoting the relation between exposure to media violence and aggressive behavior by the viewer. Journal of Social Issues., 42, 125-140.

Huston, A., Watkins, B., & Kunkel, D. (1989). Public policy and children’s television. American Psychologist, 44, 424-433.







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