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SP 401 - Children's Advertising
Transcript of SP 401 - Children's Advertising
History of Children's Advertising
Effects of Children's Advertising
Examples and Conclusion
And many more
History of Children's Advertising - Jackie
Effects of Children's
What are "branded characters"?
Advertisements vs. Product Placement
1920's and mass production
Sugar, spice, and everything nice
What is product placement?
Online games and advertising
Live the Madness
Stealth Marketing and Product Placement
Why Target Children?
Level of awareness
Marketing Week: Brand Awareness
6-11 years old
Celebrity endorsement around 10
of Children's Advertising
Drugs and Violence
Violent Video Games
- Grand Theft Auto
- Call of duty
Parents saying "NO"
- Causes anger, violence, resentment towards parents
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!
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.
Set of social or behavioral customs stating what’s appropriate for a man or woman
Bandura’s Social Learning Theory
Besides parents, it’s books, movies, and TV
Gender norms can be worse for boys
But it doesn't have to be this way...
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.
St. Leo University Study
Alcohol In the United Kingdom Advertising
As well as how this is seen in the United
Gorn and Goldberg Study
5-8 year olds
healthy foods v. unhealthy food
School loss of money
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
Misleading advertisement used to intrigue young viewers
A Child's mind is extremely influential
Take something "as-is"
Who, How, & Why
Who Regulates and implements these laws?
How do companies appeal to their audience?
Ethically wrong to Entice kids to perform certain actions
Appealing to the innocence
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
Ads for Toys
Children's Television Network
Interest in Toys
Ads with animation
Then and Now
Children's Buying Power