The presence of violent messages in child-oriented magazine advertising: considerations for Australian advertising guidelines

A review of the Australian Association of National Advertisers (AANA) code for advertising and marketing to children revealed that the AANA fails to discourage the portrayal of violent, although, non-distressing messages. A content analysis of Australian child-directed magazine advertising found that advertisers are not promoting positive social behaviors, and are employing elements of violence in their child-directed marketing messages. As exposure to violent media potentially has negative social and behavioral consequences, it is suggested that the AANA develop a guideline regarding the depiction of negative social behaviors in child-directed advertising