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SP 401 - Children's Advertising

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Megan Meddaugh

on 27 April 2016

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Transcript of SP 401 - Children's Advertising

Examples and Conclusion
Delaney
Advertising Techniques
History of Children's Advertising
Commercial Laws
Effects of Children's Advertising
Examples and Conclusion

Presentation Overview
Techniques:
Branded Characters
Celebrity Endorsements
Premiums
Stealth Marketing
Bandwagon
Snob Appeal
And many more
Advertising Techniques
History of Children's Advertising - Jackie
Effects of Children's
Advertising
Alex Delaney
Jackie Lucas
Megan Mitch
Rebecca

Children's Advertising
What are "branded characters"?
Advertisements vs. Product Placement
Peer pressure

1920's and mass production
Sugar, spice, and everything nice
Product Placement
What is product placement?
Online games and advertising
Adver-games
Live the Madness
Stealth Marketing and Product Placement
Celebrity Endorsements
Branded Characters
Why Target Children?
Increased Interest
Level of awareness
Marketing Week: Brand Awareness
6-11 years old
Celebrity endorsement around 10
"Coolness" choices
Buying Power
Psychological Effects
of Children's Advertising
Drugs and Violence
Violent Video Games
- Grand Theft Auto
- Call of duty
-Movies

Parents saying "NO"
- Causes anger, violence, resentment towards parents
Specific Product
Cartoon and Physical Character
Promoting Physical Fitness
According to Children of the Future researchers in communication and marketing, often apply stages of Jean Piaget's theory of cognitive development
During the stage of pre-operational thought, roughly from age two to age seven, young children are perceptually bound and focus on properties such as how a product looks. Young children also use animistic thinking, believing that imaginary events and characters can be real. informed decisions about requests and purchases of products.

For instance Santa brings all the presents with his sleigh and reindeer.
Kids buy in!
Works Cited
Clavert, S. (2008). Children as Consumers: Advertising and Marketing. Project Muse, 205-234.

Costa, M. (2010). CHILDREN'S MARKET: Brand awareness as part of growing up. Marketing Week, 13-15 Retrieved from ProQuest.
Gender Norms
Set of social or behavioral customs stating what’s appropriate for a man or woman
“Girls” Toys
"Boys" Toys
Bandura’s Social Learning Theory


Besides parents, it’s books, movies, and TV


Gender constancy


Gender norms can be worse for boys
But it doesn't have to be this way...
Gender Norms-
Bandura, A. (1969), The role of modeling processes in personality development. In D.M. Gelfand (Ed), Social Learning in Childhood: Readings in theory and application (p185-196), Belmont, CA:Brooks/Cole.

Browne, B.A. (1998), Gender stereotypes in advertising on children’s television in the 1990s: a cross-national analysis. Journal of Advertising, 27 (1), 83-97.

Harrar, Sari. "Video game violence." Prevention Feb. 2006: 46. Academic OneFile. Web. 26 Feb. 2013.

Alcohol's Allure." List of Olson Library's Electronic Journals. THE SAN FRANCISCO CHRONICLE, n.d. Web. 26 Feb. 2013.

Care-bears versus transformers- gender stereotypes in advertisementshttp://www.sociology.org/media-studies/care-bears-vs-transformers-gender-stereotypes-in-advertisements/

Huffington Post- http://www.huffingtonpost.com/2012/11/27/swedish-toys-r-us-catalog-gender-stereotypes_n_2198045.html

Kolbe, R.H., & Muehling, D. (1995), Gender roles in children’s advertising. Journal of Current Issues and Research in Advertising, 17 (1), 49-64.

Ruble, D.N., Balaban, T., & Cooper, J. (1981), Gender constancy and the effects of sex-typed televised toy commercials. Child Development, 52, 667-673.

"Advertising to Kids and the FTC:" A Regulatory Retrospective That Advises the Present1 23. http://www.ftc.gov/speeches/beales/040802adstokids.pdf
In a review of research, one study found a causal relationship between children's viewing of television commercials and their pestering parents in the grocery store.

“pester power” seems to be a preferred tactic of young children. For example, four- to six-year-olds rely on nagging, crying, and whining to get their parents to buy them products.
Alcohol
St. Leo University Study

Harvard Study
Young Ages
Defenseless
Cognitive
Development
Alcohol In the United Kingdom Advertising
As well as how this is seen in the United
States
Food Advertisements
Gorn and Goldberg Study
5-8 year olds
healthy foods v. unhealthy food
School loss of money
Online advertising
Children's Advertisement: Laws and Regulations
Why are they needed
Do's and Don'ts
Taking Advantage of the Little Nuggets
Evening out the playing field
Deceptive Advertisement
Misleading advertisement used to intrigue young viewers
A Child's mind is extremely influential
Take something "as-is"
Forewarning
Who, How, & Why
Who Regulates and implements these laws?
How do companies appeal to their audience?
Why kids?
Enticing Ads...Literally
Ethically wrong to Entice kids to perform certain actions
Appealing to the innocence
?
Fighting Back
FTC has taken charge on eradicating this type of advertisement
Implemented many regulations that require companies to not take advantage of their viewers
"No 900 Numbers" Most prominent
Television
Ads for Toys
Children's Television Network
THE END!
Any Questions???
Research
Food choices
Interest in Toys
Ads with animation
Marketing
Then and Now
More investment
Similar strategies
Children's Buying Power
Full transcript