Young children are trusting of commercial advertisements in the media, and advertisers have sometimes been accused of taking advantage of this trusting outlook The Independent Television Commission,regulator of television advertising, has criticized advertisers for "misleadingness",in an effort to control advertisers,use of techniques that make it difficult for children to judge the true size, action ,performance, or construction of a toy. Fantasy is one of the common techniques in advertising that could mislead young audience.In children's advertising, advertisers are more likely to include fantasy than advertisements aimed at adults.In a content analysis of Canadian television, the author Stephen Kline observed that nearly all commercials for character toys featured fantasy play.Children have strong imaginations and the use of fantasy brings their ideas to life, but children may not be adept enough to realize that what they are viewing is unreal Fantasy situations are frequently used to attract children's attention, particularly in food advertising.Advertisements for breakfast have been found to be especially fond of fantasy " techniques.Generally, there is uncertainty as to whether very young children can distinguish between fantasy and reality in advertising. The use of pop stars such as singers and movie stars is common in advertising.The intention is for the positive qualities of the popular to be transferred to the advertised product and for the two to become linked in audience's mind.In children's advertising ,the pop stars are often vivid figures from popular cartoons.In recent years- the role of pop stars in advertising to children has often been combined with the concept of host selling.Host selling involves advertisements with regular programming in a way that makes it difficult to distinguish one from the other.Host selling occurs ,for example, when a children's show about a cartoon lion contains an advertisement in which the same lion promotes a breakfast.The psychologist Dale Kunkel shows that the practice of host selling has reduced children's ability to distinguish between advertising and the program material.Meanwhile,he also shows some other tricky advertisements. What can we learn about the fantasy technique from the passage?
It is especially used in advertising toys. Children are likely to mistake it for reality. Young children are quite aware of its tricks, It makes it hard for children to judge how much a toy costs.