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The impact on advertising to children essay
The impact on advertising to children essay
The impact on advertising to children essay
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In this essay, you are about to read I will tell you about if advertisements for young kids are making us buy the product.
I believe that children do get pressured to buy things that they don’t need, most children our age can control themselves to not buy whatever they see.
As kids our age we know what we need and what we want and with these ads telling us that we need their product it makes us want to buy their product and waste our money on things that we might not need.
I’m certain that if a 5-year-old boy saw something he wanted he would go get it because of the persuasive techniques used in kid’s ads like attacks, modal verbs and more but for kids above the age of 12 they know what the can get and or what they should get and with this
In an article titled, “Food Advertising and Marketing Directed at Children and Adolescents in the US,” by Mary Story and Simone French, it talks about how advertisers are targeting children and teens. Based on what I read, in the U.S. alone, adolescents spend 140 billion dollars annually while children spend 12-25 billion dollars annually. Youths are spending money that could go towards their college funds and things that they need. (add something about article facts about marketing to children) In fact, in an article titled, “$211 Billion and So Much to Buy American Youths, the New Big Spenders,” it talks about how people ages 8-24 years old spent $211 billion in 2012. If they spent this much money in 2012, the cost most likely went up in 2017 since youths have so many ways of being exposed to ads currently. This can lead to many that shouldn’t be a
Enola Arid from the documentary points out that “life is about buying, life is about getting” (Aird 3) as children see that the only way they can achieve their desires is by using the ‘nagging phenomenon’ and throwing ‘tantrums’. The ‘nagging phenomenon’ is when children keep asking for something over and over again until their parents are annoyed or irritated with their children. Parents give into their children’s demands to get their children to stop bothering them. Arid also states that the “nag factor is designed to help maximize the number of times children will keep asking and keep asking” (Aird 3). The children seek the satisfaction of knowing that they won the battle against their parents and are getting what they wanted. Moreover, children only tend to like the new things that they have recently received, and later forget about their old toy as another new invention comes along. This happens as children have a low attention span. These children show that they are being made to love things only if they are new which tends to help marketers as their products as it will ensure that children will be hooked to their motto “cradle to grave” (Aird 4). “Cradle to grave” is a selling analogy where marketers try to get children to love their products early in life. As once a child is hooked on a brand they will become a loyal customer until they die. Through a child’s greed, children are
Consumers are creatively successful when designing a persuasive advertisement for increased profitability. In a normal household, it’s the parents who have the financial obligations; therefore, it would be wise to grab their attention. On the other hand, it takes less than a strategic mind targeting children because the simplest things fascinate them. Businesses have been perfecting commercials to be effective on the viewers, for years. Although marketing has had an impact on some adults, a more efficient route was discovered. Unfortunately, the effect was more powerful through the vulnerable minds of children. The effects of consumerism damages a child heavier than an adult; therefore, states should have laws protecting children from being commercialized.
Advertisers recognize that consumers are loyal to brands and so, by targeting children, they can have loyal customers for longer. Children under the age of five are an easy target because they are yet to understand the concept of advertising and so watch their TV programmes and advertisements with equal attention unaware that they are being influenced by commercials. In 1991, a study titled ‘Brand Logo Recognition by Children Aged 3 to 6 years: Mickey Mouse and Old Joe the Camel’ was conducted to explore brand recognition in children. This study found that, before they could read, 52% of 3 year-olds and 74% of 4 year-olds were asking after specific brands. Mike Searles, Kids ‘R’ Us president, says, “If you own this child at an early age… you can own this child for years to come.”
Author Eric Schlosser wrote an article titled “Kid Kustomers”. The main purpose of this article was to inform the readers about how advertisements are aimed towards children, so they can get their products sold. The article also states how companies base their advertisements on children’s interests and cartoon characters to attract them. In the text it stated that many parents are working, and don't have time to spend with their kids, so they spoil their kids with products. It has become easier for manufacturers to produce products of children’s interest, through data that’s assembled by children’s clubs and the Internet.
Advertisements are found everywhere in today’s world. They have a big impact on what the consumer buys. Commercials are often aimed towards children and teens because they will ask their parents to buy the product. Another reason teens are targeted by advertisers is because they have money to spend and are willing to buy unnecessary products, especially if it is the latest and greatest. Teens feel that they need the newest electronics, clothing, and other luxury items.
According to CBS News, in 1983, companies spent $100 million marketing to kids. Today, they're spending nearly $17 billion annually. Companies are spending more and more advertising towards children because of the fact that they have an almost limited supply of cash. Companies know that if a child were to ask a parent for a certain toy the parent would feel reluctant to buy, that’s if the toy was marketed right. Advertising has become elusive in its nature; it is not traditionally just a commercial selling an object; in some commercials there are said to have subliminal messages encoded.
Kids are bombarded with advertisements from every possible source: billboards, posters, TV commercials, websites, movies, radio, and more. Today children are able to distinguish brands as young as preschool age. Studies have shown that six-month old babies can visualize corporate logos and mascots while the average three year old can recognize over one hundred different brand logos (Underhill 158). Toys have even begun to carry product placements; for example, Barbie dolls carrying Coca Cola sodas or Lay’s Chips in their hands. Marketers spend at least fifteen billion dollars a year targeting children alone (Underhill 157). Although children have no income they play a vital role in the marke...
Children play the roles of the primary market, influence market, and the future market. Children and teens are estimated to influence between $130 billion and $500 billion in family purchases annually. (CSMonitor 2000) Past marketing strategies targeting tweens to pre-gain product engagement have apparently succeeded gaining their attention. In order for cell phone companies to maintain children’s brand loyalty and long term commitment, their products must be convincing to both parents and children. (Solomon 2011) Children should be exposed to smartphones in early stages of the consumer development, but more effort should be targeted to children older than the age of 6, because the younger their age is, the less likely for them to cognitively distinguish between cartoon programs and commercials.
Advertising to children is a controversial issue that has been debated for years. Advertising plays a significant role in business and in society. Alongside with advertising comes ethical and social responsibilities, this is most important when advertising is directed to children of all ages. It is obvious that commercials targeting children have experienced great changes over past years, leading to exceptional levels of advertising reaching young audiences. Advertisers use different tactics to attract children’s attention, resulting in several opinions that vary in response to this particular issue. Two articles present opposite views toward the problem of advertising directed to children. First, Stephanie Clifford argues that
Today, everywhere we go we see some type of advertising. A sale at the supermarket or a billboard for a radio station, are two of the many forms of advertisement. Currently, advertisements that target children are very controversial.
Children between four and eight don’t recognize that ads are paid commercials intended to convince them into buying something. Children see about 6,000 advertis...
the child’s mind to manipulate the child into desiring their products. Through TV, cartoons and
Young, B. (2000). The child's understandig of promotional communication. International Journal of Advertising and Marketing to Children, 2(3), 191-203.
Child marketing has many consequences that negatively affect our youngsters. Child marketing can cause childhood obesity. Making things “bright and colorful” attracts anyone’s eye, but children are far more susceptible to this than adults… According to the CCFC, the average child is exposed to over 25,000 ads every year. Think of how many of those