Abstract The paper reports on research into the content and meaning of children's television advertising before Christmas. The paper notes information on the variety of products that are geared for children in some way and discusses the selling methods used and the frequency with which advertising messages are bolstered by repetition. The paper explains that this creates a desire on the part of children for these products.
From the Paper "Television advertising directed at children is examined for content, frequency and products featured for a period in the Fall of 2004, the Christmas season for advertisers. The results show the variety of products that are geared for children in some way, the selling methods used and the frequency with which advertising messages are bolstered by repetition, creating a desire on the part of children for these products. The intent is clearly to develop a habit of buying in the young and parents suffer by being asked over and over to buy the latest product, many reflecting entertainment aspects of the consumer culture."
Abstract This paper discusses how advertising influences children and ultimately may impact purchasing decisions in a household. The author describes how different techniques are used in creating advertisements geared for children rather than adults. Lego's current advertising strategy for one of its products is used as an example. Additionally, a psychological study is used to confirm the best advertising methods for targeting children, and how these methods are incorporated into Lego's campaign. The author concludes that media-saturated children and parents who cannot say no have created a marketing opportunity for toy companies.
From the Paper "The study concluded: "advertising directed at adults, for adult products, tends to aim at building brand loyalty, focusing on product characteristics that are perceived to be of long-term value. On the other hand, children's products must be updated frequently, reflecting the latest theme or character in order to grab attention. Advertising aimed at children does not focus on brand loyalty, but on the new and exciting features and tie-ins that are available."(Briesch, Bridges, & Kim, 2004) This study did not focus on children's products, but on all products in the household in general, noting that even in terms of decisions like eating out, buying breakfast cereals and toothpaste, and other decisions that affect the health habits of the entire household, children have a powerful influence. This influence is magnified, however, with products that are exclusively used by the child, perhaps because the parental will is less stalwart when dealing with products that are child-exclusive."
This paper reviews three articles discussing the issue of children being bombarded daily by advertising, and the effect that these advertisements have on our children, and society as a whole.
2,025 words (approx. 8.1 pages), 0 sources, 2006, $ 80.95
Abstract This paper discusses how advertising has become a ubiquitous part of our culture, such that it is close to impossible to get through a day without being targeted by advertising of one kind or another. Moreover, none of us finds this very surprising, given that we live in such a materialist, consumerist society - our economies are fuelled by conspicuous, largely inessential consumption. But what does this mean for the innocents in our society, the young children? This paper reviews the research that has been done on this matter.
Abstract Children wield enormous purchasing power, both directly and indirectly. They are able to persuade and influence parents on what to buy. The aim of this paper is to see by which means children "learn" to act as consumers and what they buy, according to their age, their social status and the message children want to express through the things they buy. It looks at how marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.
Outline:
Importance of the Children's Market
Socialization of Child Consumers: Role of Parents and Peers
What do Children Consume
How Marketers Target Kids: Advertising to Children
From the Paper "Age is a primary factor in determining how children manage the decision process. Young children depend almost exclusively on internal factors when making decisions, product choices. The decision and adoption processes are driven by satisfying his or her internal needs or wants. As children grow into adolescence and the teenage years, their experiences and identities continue to develop and the external factors, the learned behaviour, begins to dominate the consumer decision process. Reference groups influence behaviour by means of providing examples of behaviour for teens to draw social comparisons of themselves to others
The socialization process is a function of growth and maturation. It is also shaped by other sociocultural factors such as schools, peers, social class, self-concept, family and media. "
This paper explains that video advertising, which can be both entertaining and irritating, is the medium society loves to hate because, unlike print advertising, it is more difficult to tune out.
Abstract This paper explains that, although people can make a case that advertising goes too far, by using sexual innuendo that is too graphic or targeting children who have not yet developed the ability to evaluate claims of the advertisement, the United States Constitution provides everyone in this country, including advertisers, a number of protections from regulatory abuse such as freedom of speech. The author points out that one of the most common criticisms is that advertising tries to sell us things we neither need nor want; however, in a capitalistic society, companies are allowed to encourage consumers to buy their products. This paper concludes that the video advertising is an important part of the U.S. economic system; the problems of this advertising can be managed.
From the Paper "Perhaps one of the weakest criticisms of advertising is that it is intrusive. Probably every person could cite a commercial he or she found annoying and intrusive, and that is the test for the limits of free speech: one person's free speech cannot violate another person's right to not be harmed by that free speech. An example of this would be hate crimes. If someone's inflammatory speeches cause someone else to commit a hate crime, then the person's speech has gone too far, because it has led to harm. The issue isn't nearly as clear in advertising."
Abstract This paper argues that the American government has a responsibility to protect children from the ill effects of television advertising. The author examines four different parenting styles: neglecting, indulgent, authoritarian, and authoritative that influence the amount of protection children receive from the home.
From the Paper "Advertising is a powerful force in American culture,existing to sell products and services. In 1750 BC Hammurabi made it a crime, punishable by death to sell anything to children without first obtaining power of attorney (American Academy of Pediatrics, 1995 p.1). Although extreme, Hammurabi acknowledged the ill-effects advertising can have on innocent children. In recent years, selling to children has become a standard business practice via television. What is television? It delivers a message that is made up of two channels of information (audio and video) that are continuous, not under control by the user (Lang, 2000 p.51)."
Tags: media, advertsing, children, parent, regulation, responsibility, television
Abstract This paper explain that, when strategically analyzing cigarette advertising in Canadian, emphasis must be placed upon what could realistically be achieved given the range of conflicting interests of all of the stakeholders in this debate. The author points out that the Supreme Court of Canada in the mid-1990s struck down a carefully crafted Canadian government policy, which radically restricted advertising by tobacco companies. The paper stresses that any successful advertising strategy must form a balance between utility and rights. The author relates that the concept of rule utilitarianism is a normative ethical model that provides us with some guidance in developing a strategic approach. The paper states that this model suggests that the advertising must not only be considered in terms of pure utility but also in terms of what is practically achievable given the complex range of interested stakeholders.
From the Paper "Within these parameters, a strategic approach would balance the utility to the Canadian public from less tobacco promotion with the rights of freedom of expression of the tobacco companies to sell their products. It would be likely, for example, that the courts would consider a ban on advertising in media where it may be easily encountered by minors/children to be an acceptable limitation on the tobacco companies' freedom of expression. For example, cigarette advertising could be banned from television, movies and radio, as these media have a considerable youth audience."
Abstract This paper argues in favor of the restriction of tobacco advertising that targets youths under the legal smoking age. Through the use of statistics, and personal experience, the author argues the extent of the protection allowed under the First Amendment to tobacco companies and their advertisers.
From the paper:
"Some of these regulations include age verification (by sales persons), the elimination of free samples, and denial of sponsorship of social/cultural events. As it is yet too early to judge whether these newly implemented restrictions will have a great influence on youth consumers, one can only hope to see improvements soon. As I had at one time worked in a store that sold tobacco products, my opinion is that even these new regulations are not enough. Many salespeople simply do not bother to check age identification of tobacco consumers."
Abstract This paper is an overview and analysis of the launching of Children's Advil to the general public in the United States. It includes a situation analysis covering company, product, price, place promotion, current environment. It goes into extensive detail about the pain relief market in general, and includes extensive statistics about both the adult and children's markets. It includes a media campaign, and details all of the media options available, with their rankings in order to insure the greatest possible success in the launching of this new product.
From the paper:
"Although the analgesics market is very competitive, the positive market trends, as well as the fact that manufacturers with well-established brands are spending a great deal to educate consumers and pharmacists about the benefits of their products, foretell a painless future for retailers and shoppers alike. In liquids, three of the top five brands are aimed at the children's market. It was these brands that contributed the bulk of the growth in the segment, such as Children's Motrin and Children's Advil, which grew business in drug 8.4 percent and 16.3 percent, respectively. In addition, Pediacare Fever increased sales by roughly 104 percent in the drug channel."
Abstract The paper discusses surveys which study the effect of TV commercials on children. The paper relates that the food industry has increased its advertising to all ages, including children, which is having a negative impact on their health. The paper suggests that companies should be held responsible for their influence on children, or at least present a more rounded view of food and nutrition. The paper also states that children have been bombarded by food marketing, which has resulted in higher rates of obesity. The paper ,after referring to various situations, concludes that a relationship has been found between television commercials and eating.
From the Paper "A similar study was conducted in Europe, where children do not eat enough fruit and vegetables and where exposure to TV is negatively associated with the intake of these foods. This study by Klepp et. al. (2007) explored exposure to food commercials on TV in nine European countries with approximately 12, 750 children to determine the association between this exposure and attitudes toward eating fruits and vegetables. The authors state that the children report exposure more to more unhealthy foods than healthy ones such as fruits and vegetables. However, those who were exposed to fruit and vegetable TV ads were much more positively disposed toward eating these foods. These findings point to the important, and more positive, role that TV could play in supporting healthy eating messages."
Abstract This paper reviews various methods used by companies to attract children. The traditional method of television has long been a successful vehicle for marketing goods and services to children, even when the goods being purchased are being purchased by adults. The writer states that children are one of the most rapidly growing groups of users of the Internet and therefore explores E-commerce as it is embraced by industry as a whole.
From the Paper "Electronic commerce brings together buyers and sellers through the Internet, eliminating (in some cases), or minimizing (in other cases), the need for significant physical presence (so-called brick-and-mortar commerce) (Emmanuel, 1999, p. 2-8). Electronic commerce makes it possible for even small organizations to conduct business on a global level, and inventory levels for retailers are often minimized as orders for goods are placed only when the sale is made and funds received, a transaction which is also handled electronically."
Abstract The paper discusses the evolution of marketing to children and its growth over the past decades. The paper examines its pros and cons but claims that the benefits are far outweighed by the damage this marketing has. The paper explains how children are easily influenced by marketing, with their impressionable minds hardly a match for the technology, personnel, and dollars that are dedicated to sell them goods. The paper concludes that children are paying the price in the form of illness, pain and even death.
From the Paper "On any given day in America, children play on colorful sliding boards, swings and other amusements, clutching colorful round balloons given to them by a friendly face- that of a clown in a brightly colored costume that they have seen many times before on their own television sets in the comfort of their own homes. Meanwhile, their parents readily open their wallets to purchase hamburgers, soft drinks and more for the children to quickly gobble up before running back to join their friends at play. While this may seem like some sort of a scene from a movie or what one can find at their local circus, it is actually the setting at any on of thousands of fast food restaurants across the United States."
Tags: obesity, diabetes, fast-food, advertising, purchasing, power
Abstract This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
Abstract The paper begins with a history of advertising over the internet and with looking at how advertisers turned to web advertisement. Next the paper discusses types of advertisements and their various features. Following this, the paper looks at current trends and estimated growth of the market. The disadvantages of this method of advertising are listed and options for the future are explored. The paper concludes with an evaluation of the effectiveness of web advertising.
From the Paper "The whole history of Internet advertising started in the middle of 1990s when the Internet was first functioning and commercially launched as the part of technological contribution to worldwide communication.
In a very short time, this issue had changed everything in the world, and made a big revolution to the traditional media-based marketing approaches. Big capital companies soon turned their heads to examine this newly born marketing trend, along with giant fund allocation for market researches and the future growth."
Abstract This paper discusses how the differences between the advertising of the 1920s and today are substantial. The advertising of that time was less sophisticated. Products were sold based on their perceived values and usefulness, not simply on sex appeal. The paper further discusses that it is not to say that sex appeal was ignored; products aimed at women often advertised how appealing they would make women feel, or how they would make women appear to men. Coca-Cola and Palmolive soap are products that demonstrate the changes that have taken place in advertising, both in the purpose of advertising and the images associated with it.
From the Paper "The decade of the 1920s was an era of rapid change. Women scandalized their men as their hemlines rose steadily, reaching the mid-20s "flapper" styles; makeup became popular; and their hairstyles got shorter. Men's fashions became more conservative and geared toward the comfort of the wearer. "Convenience" became the watchword of the day, whether related to clothing, chores, travel, or communication. Almost overnight, the world became a different place, in large part thanks to advertising. Cultural Overview The world was a rapidly changing place in the decade of the "Roaring Twenties." This decade came on the heels of the Progressive Era, which had run out of steam by the beginning of that decade (Miller, 2003, p. 13). "
