由于特殊的成长发展阶段,儿童作为广告受众具有一定的特殊性,比如在成年人看来无所谓的广告,对儿童也许会有非同寻常的效果。这也是很多广告人青睐于儿童受众的原因之一;但广告也存在负外部性,这对儿童的负面效应往往会较成年人而强化。因此,规范广告伦理,加强广告规制,都要求广告主、广告从业者和监管部门树立正确的儿童观。所谓儿童观,就是指对儿童的看法和态度,主要涉及两个层面:一是儿童在人类社会中应享有的地位与权利;二是儿童期的意义、特点,以及儿童成长发展的形式与原因等。 Due to the special stage of growth and development, children as advertising audiences have certain characteristics, such as advertising that does not matter to adults, may have extraordinary effects on children. This is one of the reasons why many advertisers favor children’s audiences; but advertising also has negative externalities, which tend to be more negative for children than for adults. Therefore, to standardize the ethics of advertising and to strengthen the regulation of advertising all require advertisers, advertising practitioners and regulatory authorities to establish a correct view of children. The so-called concept of children refers to the views and attitudes toward children, which mainly involve two levels: one is the status and rights that children should enjoy in human society; the other is the meaning and characteristics of childhood and the forms and causes of children’s growth and development Wait.