随着我国经济和广告业的发展,儿童形象电视广告也越来越多.由于此类广告能够很好的刺激消费,而且儿童形象也比较讨人喜欢等一些原因,这类广告几乎达到了泛用的程度.这些广告给儿童带来了许多的消极影响.包括：引起父母的冲突,造成儿童不良的饮食习惯,对形成良好道德观念的消极影响,引起儿童早熟以及在语言上的误导.

　　结合外国对待儿童电视广告的法律和经验,本文讨论了减少消极影响的途径.我国应该加强相关的立法,广告行业建立更加完善的自律制度,父母也应该更多的关注这些广告和给孩子适当的保护.

　　AsChina'seconomyandthedevelopmentoftheadvertisingindustry,theimageofthechildmoreandmoreTVads.Asaresultofsuchadvertisingcanbeverygoodtostimulateconsumption,andmorepleasingimageofthechildandotherreasons,thistypeofadvertisingalmostreachedthelevelofthepanused.Theseadstochildren'snegativeimpactonmany.Include:theconflictcausedbytheirparents,resultinginpoorchildren'seatinghabits,goodmoralvaluesontheformationofthenegativeimpactcausedbyprecociouschildrenandmisleadinglanguage.

　　Combinationtreatmentofchildren'stelevisionadvertisingofforeignlawsandexperience,thisarticlediscusseswaystoreducethenegativeimpact.China-relatedlegislationshouldbestrengthened,advertisingindustryself-regulationoftheestablishmentofamoreperfectsystem,parentsshouldpaymoreattentiontotheseadsandtheappropriateprotectiontochildren.