Violence in Advertising.

The portrayal of violence in the home within television programmes, whilst disquieting, is arguably vital to accuracy in some dramatic productions. Violence has been described as the new visual pornography; many parents seek to protect their children from exposure to both the viewing of violence and its inference: physical force is a viable means of resolving conflicts.

Visual violence can leave an imprint upon a child, especially when attached to an appealing product. In television advertising, the depiction of a casual threat of violence in a congenial family setting creates a negative impact with countless overtones.

I recollect, as a teacher trainee, being called to the school playground where an otherwise pleasant six year old boy had just accidentally kicked a little girl in the stomach. When I asked the boy why he had done this, he, contrite and bewildered, explained that he had not meant to hurt his playmate, but had been enacting Ninja Turtles, a children’s cartoon featuring Kung Fu kicking crime busting turtles. Within a few days of Ninja turtles first screen appearance, a nationwide epidemic of inadvertent kicking’s erupted in school playgrounds.

A recent advert on television promoting a food product presents a seemingly contented family sitting down to dinner. Apparently, Mother has served the same meal to the family that Daughter had adopted as her superior, healthy alternative to conventional fare. Irate at the loss of her uniqueness, Daughter disdains to eat her now tarnished meal. During Daughters ensuing outburst, Younger Brother says something akin to, “Great, I can eat your share.”

Daughter replies by raising her fork and thrusting it to within inches of Brother’s face. Her own face twisted in fury, she says, “touch my food, feel my fork.”  

The advert ends without even the mildest parental reprimand.

My thoughts returned to the school, where I know that in dining halls throughout the UK, children will act out this scene, lunging with a fork at a neighbouring schoolmate, repeating those words of menace and rage. No doubt some children will replace the featured fork with a knife. I can only wonder how long it will be before a lip is cut, a cheek scarred, and an eye damaged beyond the aid of surgical intervention. Then, just as the boy on the playground was shocked to learn that his fantasy kick had caused genuine pain, the current injurer will be aghast: “I didn’t mean to hurt anybody-I was just mimicking that advert about the sister pointing her fork.”     Where are our boundaries? End.

© Colleen Swan