Environmental Studies 219

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Climate change ‘exaggerated’ in government adverts (reading response 04/22)

April 22nd, 2010 by Walta Yoseph · No Comments · Uncategorized

The article talks about advertisements targeting children released in the UK, which were banned due to exaggerated content. These advertisements explicate the dangers of climate change, and they subsequently received a negative response from the public. The Advertising Standards Authority (ASA) claimed that they were exaggerated. Most of the advertisements were banned, but one remains, which is a video of a father reading his daughter a bed time story. The story is set in a world wrought by climate change due to human carelessness with natural resources. The video features droughts, and sinking cities and crying animals. The daughter innocently inquires if there will be a happy ending.
Relaying such vital information through a video, especially one targeted towards children, is very effective, as the children will be exposed to important issues at an early age. Unfortunately, the problem of climate change has become a partisan issue. This video would only reach the children of people who have accepted that climate change is inevitable. Whereas I think children’s videos are effective, this tactic could also be employed by the opposition. The National Organization for Marriage (NOM) employed this method effectively last year and released an anti-same sex marriage video featuring children who were confused about marriage. This was a very effective tactic and NOM succeeded in blocking a bill from passing in Texas.
Using media specifically targeting children is effective because the children will be exposed to the issue at an earlier age, but it is also a double edged sword, as this tactic can be used by any party and yield successful results

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