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Advertising to children

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Kirsty Lightfoot

on 13 November 2014

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Transcript of Advertising to children

Is advertising to children ethical?
Why advertise to children?

Informs consumers about new technology
Increased sales
Media Literacy
Brand Loyalty - capture consumers at an early age
Case Study:
Weaknesses of marketing to children
Positive views
Promotes poor body image - displays an unrealistic thin ideal
Eating disorders
Joy of playing
Just a doll
Encourages the imagination
Case Study: Frozen
Market Research...
Even Poundland have over 15 different Frozen products!
Advertising through films...
Negative views
Highest grossing animated film
Shelves covered in merchandise
Paradise for children - can't rationalise prices
Using films to advertise, could you stop it?
Bombarded with Frozen merchandise
Product Placement - shelf height
Case Study:
McDonald's Happy Meal
A Psychological Perspective...
How and why does McDonald's
advertise to children?
Can it be considered ethical?
By Lucy Williamson, Neha Toteja, Kirsty Lightfoot, Laura Neale, Julia Widy and Julia Potekhina
This means that children can't distinguish between the products and the movies - this could be seen as deceptive and therefore unethical.
Impossible to completely ban advertising to children.
Parental ‘buffering’ of media content
Essential for children to come to understand and to cope with the ever-present commercial world of goods and services.

Market Research...
Academics in this field retrospectively apply the theories of cognitive psychologist -
Jean Piaget
4 stages of cognitive Development
Sensorimotor (Birth-2)
Preoperational (2-7)
Concrete Operations (7-12)
Formal Operations (12+)

Preoperation Stage - characterized by egocentricism - the inability to see or understand something from someone else's point of view

Key issue: If they can’t take the view of another person they may not be able to accurately recognize the persuasive intent of the retailer.
49% male and 51% female...
Advertising to children...
Any Questions?
How do marketers take advantage of this?
Use Techniques such as contests - exploit the fact that children don't understand their slim chances of winning
Cap N' Crunch

Despite image of toy box overflowing on the front:
The odds of winning were one in 1,765,800 for the grand prize
1. What is ethics?
2. Why do we advertise to children?
3. Negative Impact
4. A Psychological Perspective
5. Case Studies
6. Market Research
7. Conclusion

Children do not distinguish what is real and what is pretend
Pester Power
Encourages unhealthy eating
Encourages loss of individuality
Is it ethical to advertise to children?
What is ethics?
Adults want to please their kids
Happy meals are cheap and easy to buy
Encourages children to pester for repeat visit to collect them all - resulting in higher profit
Products are unhealthy leading to problems with obesity
Making the Happy Meal's more healthy: does that make it ethical?
"There is only one social responsibility of business - to increase its profits" -
Milton Friedman
Full transcript