Advertising: We've Got an App for That...

This weekend was to-be-sure a memorable one for thousands: everyone who is now a proud parent of an Apple iPad. Released on Saturday, the iPad is the latest and greatest in technology. Many waited anxiously for their advance-order iPads to arrive in the mail and doubtless they've been in admiration of it ever since. It serves the purpose of an iPod, computer, TV, Kindle, and game store (not to mention the countless apps you can download). A lot of people really, really wanted one - including the character Phil Dunphy on Modern Family.

Last week's episode of the hit TV series on ABC was, for all intents and purposes, a glorified commercial for the iPad. The plot centered on Phil Dunphy's longing to get an iPad for his birthday (I won't say any details so I don't spoil the episode). For those 30 minutes, the audience was entertained - while their thoughts were being geared toward how awesome the iPad is.

TV shows in general have become more and more known for using product placement (although in most cases it's not nearly as blatant as Modern Family's use of the iPad). An article from the Canadian Globe and Mail on April 6th addresses the fact that "like it or not, we’re entering a golden age of TV product placement." Along with Modern Family, the article lists several other popular shows that have used product placement recently: 30 Rock, Chuck, The Office, 24, and the Jay Leno Show. Product placement is a very effective means of advertising on TV in a time when TiVo and DVR give viewers the option to skip commercials (I myself watched this latest episode of Modern Family via TiVo). Because the TV industry needs money from advertisers in order to fund their programs, they've got to find a way to keep the advertisers happy (which, translated, means "keep the audience buying"). Hence, a switch in advertising tactics to a heavier emphasis on product placement.

In the case of the Modern Family episode, a potential problem arises: Steve Jobs, CEO of Apple, is also a large shareholder in Disney, the owner of ABC. So did he have something to do with the guest appearance of the iPad on one of the most-viewed shows on the network? Some people think that this kind of product placement - that is both instigated by and directly benefits an investor or producer - would be going too far. However, Steve Jobs apparently had nothing to do with it. According to the same article from Globe and Mail, the producers of Modern Family decided to include the iPad in the plot on their own.

Whatever the case, we can't deny the fact that advertising is turning over a new leaf. Where in the past there was more distinction between programming and advertising, there are fewer clear-cut lines today. Rather than having the show interrupted by separate intervals of commercials, the "commercials" are appearing mixed right in with the show. As the article from Globe and Mail puts it, "the lines separating art and commerce will only continue to blur as brand names increasingly pop up on your favourite shows." Clearly, then, advertising - just as much as anything else - is changing to fit with the times.

Can watching too much television be bad for youth?

Yes, watching too much television does carry with it many negative side effects. According to Judith Graham, in her article, “How Television Viewing Affects Children” Graham lists several reasons for why too much television is a bad thing. “Studies show that too much television viewing can have adverse affects, such as violent and aggressive behavior, poor school performance, obesity, early sexual activity, and drug or alcohol use”, explains Graham (How Television). For younger children who watch too much television it can affect the development of their motor skills (move, smell, touch, explore, ect.). It is important for children to focus on playing, reading, homework, and interacting with other children their age to ensure healthy development towards adulthood.

In addition to the negative effects stated above, the issue of obesity is the most common in children. Watching television decreases the amount of time a child is able to spend outside getting physical activity. According to the Family Education Network, “eating too much junk food and watching too much television are two major causes for obesity” (How Television). Not only is the amount of television harmful to children, but the things that children watch on television can also affect them. The amount of violence portrayed in television is very alarming and quite disturbing. “Children are imitators and those who watch violent shows are more likely to display aggressive behavior”, explains Graham (How Television). The American Psychological Association Help Center gives three harmful side effects of viewing violence: learning aggressive behavior, becoming desensitized to violence, and creating a fear of being victimized (How Television).

While there are many negative affects to television, there are several positive aspects of television. There has been research that has proven that television done in moderation and with acceptable content in can be beneficial to school age children (How Television). Some shows such as Blue’s Clues, Big Bear in the Big House, and Big Bag can promote educational values and social interaction. The Research Center for Families and Children states that, “television, if properly used in moderation, can stimulate a child’s education and creativity” (How Television).

While there seems to be many positive and negative affects to watching television, the negative affects seem to out weight the positive affects. For a child to successfully transition into adulthood it is important for them to engage with other children and in activities that promote the use of their motor skills. In my opinion the positive affects mentioned in the article can be obtained other ways besides watching television. By reading a book or a magazine a child can learn educational values such as enhancing their vocabulary and improving their grammar. Social interaction is listed as one of benefits of watching television, which I would tend to disagree with. I don’t understand how a child can have social interaction while sitting in front of the television. Social interaction involves communicating with other people and not just sitting in front of a television watching people interact. For these reasons I feel that watching too much television has very few if any benefits and for this reason needs to be monitored.


Samantha <3