Children more influenced by advertising

Children are highly influenced by brands and logos, according to a new survey by the Association of Teachers and Lecturers (ATL). It has also found that the influence of advertising and marketing on children has become far more significant than five years ago.

The survey has revealed that almost 85% of teachers believe that the possession of fashion and branded goods is important to their pupils. They rank brands, friends and logos as key influences on what children buy.

Almost half the teachers interviewed said young people who cannot afford the fashion items or branded goods owned by their peers find themselves excluded, isolated or bullied as a result. They also believe that advertising directly targets children and young people.

Dr Mary Bousted, general secretary of the ATL says: “This survey confirms the huge pressure on young people to fit in with their friends and peer groups.

“Advertising and marketing have made our society increasingly image-conscious and our children are suffering the consequences.”

The ATL report points out that such pressures will further intensify as schools and colleges look for more help from commercial sponsors to provide IT, sports and science equipment, teaching materials and food.

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