e image making and role modeling that such commercials transmit to the children. After all, we should remember that children simply want some products without being concerned about the quality of these goods (Bosch 21). An academic, Donald Roberts, in order to prove the influence of advertising to children shows an experiment. In this, a list of boys’ Christmas present requests created from two researchers, J.R.Rossiter and T.S.Robertson, in both early November and late December. They estimated the amount of exposure to commercials and the way children responded to these commercials. They concluded that children with stronger defences chose fewer television – promoted toys in November than did those with weaker defences. On the contrary, by late December, distinctions on defences made no difference. So a big advertising campaign was enough in order to change the tastes and preferences of even the most resistant children (Clark 201). Finally, advertising prevents new entrances in the market: That, permits to inefficient large manufacturers to govern the scene because newer (and probably more efficient) producers cannot afford the large advertising budgets required in order to get into the market. So advertising becomes an entrance obstacle that discourages ethical competition and gives an impulse to conditions in which a few manufacturers have an unhealthy “oligopolistic” control of prices and supplies of commodities. For that reason, advertising leads to a significant deviation from the perfect market (Leiss and Kline 16).Also, the supporters of the idea of advertisement believe that the last benefits the firms too. First of all, as a result of the better informed consumers, firms lower the prices and improve the quality of their products and second because there is better communication between the consumers and the firms (Haefner and Rotzoll 87). It is suggested that advertising benefits the advertisers in an un...
