Loading presentation...
Prezi is an interactive zooming presentation

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

3rd layer - The Actual Modern Child/Girl

No description
by

Cécile Armand

on 29 June 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of 3rd layer - The Actual Modern Child/Girl

The Modern Girl's sex appeal to attract male consumers
Commercial appeal
Intercessor for the advertised product
The Modern Girl's access to selfishness and self-reflection through consumption
Passive/Active Consumer
3rd layer - The Actual Modern Child/Girl
Various factors limiting children's agency
A gradual process from commodification to buying agency
Stage of agency
The
baby appeal
to touch mothers
From the passive baby to the active young consumer
Are modern children increasingly conscious of money and advertising?
Self-portrait of the
independent New Woman?
Biological/cognitive limitations
Immaturity/Illiteracy

The constraint of
financial infancy
In "modern" societies,
children are not supposed to work and earn money.
The younger they are, the less able to understand commercial messages
The lack of medium
to reach children
Absence of effective medias
before the advent of TV

Limitations of the existing medias to reach children
(window displays, comics, youth magazines, radio)

2. A passive/active consumer
3. The active buyer and
direct target of advertisements
1. A mere commercial appeal
Active buyer and
direct target of advertisements
The lack of information
on children as consumers

My Dear Cigarettes
1939
CMG
Wrigley's Gum
1931
AMG
Women as primary buyers in consumer societies: Modern Girls or modern housewives and mothe
rs?
CMC
Sun-Maid Raisins
1927
J. de Reviers de Mauny,
Shanghai 1932
AMC
Aunt Jemina
c. 1935
Hathaway
1932
AMC strand
CMC strand
Modern children are supposed to go to school rather than work
Modern children are supposed to go to school rather than work
Although child labor remained a reality for many children in Modern Shanghai, those young workers may have not been considered worthy consumers by advertisers
Textile Factory,
Virtual Shanghai
1920
Hathaway
1932
Horlicks Malted Milk
1928
Preserved from working,
Modern children mostly relied on their parents (fathers) for pocket money
Horlicks Malted Milk
1924
Institute for Life Insurance
1948
However, advertising encouraged children to become responsible consumers at an early age
Foramint Syrup
1931
JWT strategies to overcome the problem
In the press:
interwar and
postwar magazines
Eastman Kodak Comics Campaign to reach youth
1946
Outdoor advertising
Merchandising strategies
Keds' rabbit appeal
1925
Nestlé & New York office experimental candy stand
1926
Free distribution of Tennessee Jed Mystery Book
1946
Radio
Motion Picture
The 3 values of radio: brevity, corporate branding, direct address to an individual
(Jim Young, 1946)
Ward Baking western movie Tip-top’s Tennessee Jed
1947
At school:
early educational campaigns (WWI) and postwar publicity (1940-1950s)
The Precocious Colgate
1911

Penick & Ford's Brer Rabbit Campaign
1948
Television
:
The postwar miracle cure to advertisers' troubles?
Children Increasingly Advertising Conscious
JWT Copy Research, 1950
Advertising to College Youth
1927

JWT Research Department and Consumer Panel
Teenager survey, 1947
Children's tastes, consumption habits and attitudes remained unknown
The postwar emergence of special institutions and instruments to scrutinize the children market

Other institutional research
Gilbert Youth Research Organization
Youth Barometer, 1948
Babies remain out of reach
Libby’s baby foods, 1947
Older children and youth's
increasing "ad-wisdom"
JWT Copy Research, 1950
AMC
CMC
AMG
CMG
General Electric
1935
Golden Dragon
Cigarettes
1936


Twenty Brands Cigarettes
1936


Libby's Baby Food
1947


The "Littlest Salesman"


Aunt Jemina
1929
AMC
CMC

Teen-agers' likes and dislikes , 1949
Instant Postum Beverage
1931
Sun-Maid Raisin Bread
1925
The selfish Modern Girl
in front of the mirror
under the invisible male gaze?
A three-step process of emancipation
Colgate, 1925
Colgate, 1928
Kodak, 1893
Ponds' Vanishing Cream
1910
A three-step process of emancipation
The Modern Man finally caught and exposed?
The subversive female consumer's gaze
Childlife Magazine
to reach children and their mothers
1925
Ward Baking western radio show Tip-top’s Tennessee Jed
on ABC, 1945-1947

Gulbransen Pianos
1925
Kodak
1913
The Modern Man finally caught and exposed?
The subversive female consumer's gaze
Self-portrait of the
independent New Woman?
The selfish Modern Girl
in front of the mirror
under the invisible male gaze?
JWT Newsbulletin
1916
Full transcript