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Ads to Kids

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by

Monica Hope

on 12 June 2013

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Transcript of Ads to Kids

On TV, of the estimated 40,000 ads per year that young people see, half are for food, especially sugared cereals and high-calorie snacks.
Healthy foods are advertised less than 3% of the time.
Fast food conglomerates are using toy tie-ins to try to attract young people.
1/3 of all children in the United States are overweight, if not dangerously obese.
Amount of TV viewed per week correlated with requests for specific foods and with caloric intake.
TacoBell's Fourth Meal, promoting eating another meal in the day.
Advertising to Children
Why Children are Targeted
The average American child watches an estimate between 25,000 to 40,000 television commercials per year. In the UK, it is about 10,000
$15-17 billion is spent by companies advertising to children in the US. Over $4 billion was spent in 2009 by the fast food industry alone.
Teens in the US spend around $160 billion a year
Children (up to 11) spend around $18 billion a year
“Tweens” (8-12 year olds) “heavily influence” more than $30 billion in other spending by parents.
Children and teens influence parental purchases totaling over $130-670 billion a year.
(Shah)
1929, Hoover's White House Conference on Child Health and Protection encouraged parents to take their children to pick out the items they want to buy. This teaches kids that their "personality can be expressed through things".
target consumers
Marketing is not just about selling products that people want; it's also about developing a community of consumers ever thirsty for more.
How Advertisers Target Children
The average American child watches an estimate between 25,000 to 40,000 television commercials per year. In the UK, it is about 10,000
$15-17 billion is spent by companies advertising to children in the US. Over $4 billion was spent in 2009 by the fast food industry alone.
Teens in the US spend around $160 billion a year
Children (up to 11) spend around $18 billion a year
“Tweens” (8-12 year olds) heavily influence more than $30 billion in spending by parents.
Children (under 12) and teens influence parental purchases totaling over $130-670 billion a year.
•Breakfast choices 97% of the time and lunch choices 95% of the time.
•Where to go for casual family meals 98% of the time, with 34% of kids always having a say on the choice of casual restaurant.
•Clothing purchases 95% of the time.
•Software purchases 76% of the time and computer purchases 60% of the time.
•Family entertainment choices 98% of the time and family trips and excursions 94% of the time.
Advertisers are using psychologists to learn what makes kids tick; gaining knowledge about children's developmental, emotional and social needs at different ages
Use "brand" marketing, exposing young children to brand recognition in hopes that it will lead to a lifelong "relationship".
Corporations give schools much needed money in exchange
for access to children.
Post advertisements on the unregulated
internet.
(MediaSmarts)
Psychology in Advertising
"Brand" Marketing
Advertising in Schools
Internet Advertising
In 1999, the American Psychological Association was urged to declare it unethical for child psychologists to help marketers target children.
3 to 7 year-olds gravitate toward toys that transform themselves into something else
8 to 12 year-olds love to collect
''[What is] behind almost every commercial message, that this product will make you feel happy, or loved, or safe and secure. My feeling is that it is manipulation to use children's needs to get them to buy these products.'' - Dr. Kasser, Child Psychologist
Babies as young as six months of age can form mental images of corporate logos and mascots.
Brand loyalties can be established as early as age two
By the time children head off to school most can recognize hundreds of brand logos.
McDonald's is the most recognized brand, nearly 93 percent of children correctly identifying the restaurant chain by its golden arches.
Budget shortfalls force school boards to allow advertising in school for extra funds
Deals with fast-food or soft drink companies to offer products inside school
Advertising posted in classes, halls, school
buses, computers, etc.
Contests: Pizza Hut's "Book It" program
that gives free pizza certificates is child achieves a monthly reading goal.
Sponsoring educational materials: Kraft's "healthy eating kit" that uses Kraft products to teach about Canada's Food Guide.
Internet ads are huge because it is a part of youth culture.
There are no regulations as to advertising to kids, unlike broadcast media.
Advanced technologies make it possible to collect information from past searches and social media, and use it to target individual children with personalized advertising.
Make captivating and interactive websites based on products and brand names. Barbie.com has many online dress up games to engage children and build brand loyalty.
http://www.barbie.com/activities/fun_games/#undefined
Bibliography
Harmful Advertising Effects
Influences bad eating habits within a child's life.
Kids get exposure to adult products that cause health problems.
Constant images of what beauty, perfection etc are all supposed to be has led to increases in related health issues in children ; From anxiety and stress to bulimia and anorexia.
Creates conflict between families when parents try to convince their children that they don't need something.
Obesity in Children
Promotion of Adult Products to Children
More than 20 studies found that children exposed to cigarette ads are more likely to become smokers.
Research finds that young drinkers are more likely to have been exposed to alcohol advertising.
Ads for ED drugs give kids premature messages about sexuality when they're not being taught well in school programs.
“Just Say No” to drugs, seems doomed seeing as $11 billion/year is spent on cigarettes, $5.7 billion/year is spent on alcohol, and $4 billion/year is spent on prescription drugs.
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