The power of commercials shall not be ignored in one’s marketing strategy as well as in the education of children. Many families appreciate the tradition of watching TV in the evening, and children are frequently amused by nice or funny advertising. Psychologists explain that kids like commercials so much because they are short and show beautiful things and appealing people. But there are also some hidden messages which become understandable after watching advertising regularly. They carve into the subconscious of the child and then are difficult to reject.
The first and major misconception provided by commercials is happiness being available for sale. Not only simple slogans but also people looking extremely happy make children believe that as soon as they purchase all advertised items, happiness will come. This belief makes the basis of consumer’s society and assures that happiness can be easily found in material possessions.
Another trait which can be found in the right purchase, according to the advertisers, is self-confidence. Actors in commercials acquire authority and recognition after they purchase the item in question. To children, it looks like possessing goods is inevitably connected with possessing positive traits of character.
Promoting own TV shows, channels make an impression that watching television can be the same as experiencing real life. All these programs are created to make the audience sit spell-bound to their TV sets and think that in reality everything is exactly as on the TV. But in fact, people spending most of their time watching TV distance themselves from the real life even more.