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Effects of marketing on children article
Negative effects of marketing to kids
Consumer behavior emotional appeal
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The Psychology of Marketing to Kids
“What Kids Buy and Why” By Dan S. Acuff, Ph.D
What Kids Buy and Why shows insight of how children are influenced into buying and consuming products. Brands in this book use tactics depending on different age groups. These tactics include things such as novelty, popularity, rarity and more. The main points that stay between age groups would be characterization, status and psychological needs.
Characterization
Children are influenced by brand characters, movies and television personalities. They are more likely to go for a product that has a bright box with a goofy cartoon on it than a boring box with a label. Children also tend to look for familiar faces when introduced to a new product. Babies are more susceptible to rounder, softer looking characters (such as Mickey Mouse) than older kids who go after the cool villain in the latest movie. “ Regarding roundness, research has proven that as early as 18 months of age, children identity crooked, jagged lines as “bad guys” or things that could hurt you, and round, curving lines as being “good guy” or safe” (Acuff, 1997, pg. 46) These characters also play a role in the child’s life when developing a
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Once a child begins to mature and develop decision making skills, they start looking at products with more of a personal aspect. They will start to collect toys that are said to be rare and more valuable. This also has an effect on popularity among their friends, if they have a rare toy that is hard to find they will be the ‘cool kid’. “While a 10-year-old girl, for example, may still play with dolls in her room or still love to sleep on her Winnie the Pooh sheets, she typically wouldn’t dare wear a Winnie the Pooh blouse out in public – like a billboard – unless it were considered to be ‘cool’.” (Acuff, 1997, pg. 100) Status of a child is made of toys they play with, clothes they wear and the groups they hang out
Juliet B. Schor, a professor of sociology at Boston College, is the author of Selling to Children: The Marketing of Cool and many other books on the topic of American Consumption. Schor is a professor of sociology at Boston College. In this article, Selling to Children: The Marketing of Cool, Schor talks about what cool is and how it has affected the culture of advertising and ideals. From Schor’s writing we can try to understand why she wrote about this topic and how she feels about the methods of advertising used for kids, providing facts for each of her main statements.
Summary on Article, “Pubic Attitudes Toward the Youth Marketing Industry & Its Impact on Children”
Eric schlosser, a writer for Atlantic Monthly, addresses in his article, “Kid Kustomer”, the various marketing strategies used on children to American parents after the success of ads for the young. Schlosser exemplifies how companies market their products to children in order to convince parents to recognize the fact that the advertisements produced by companies turn children into customers. He employs parallel syntax, figurative language, and a objective tone to accomplish his goal.
Tweens are just starting to use social media sites, as more and more of their friends are likely to do. Marketing on sites, like Facebook, will increase a company’s likelihood of capturing some of the tween business. Also, using advertising in magazines that the tweens read and the radio are other ways of gaining attention to this group. The message that you, as marketers, should be sending this group is that of being cool and fitting in with other members. Also, learning how to define yourself and your personality is another key message that marketers need to spread to the cohort group of
The media influences so much of our society today. They control the trends in clothing and style, and influence they way we act. The people who they are affecting the most are children. Giroux comments “Children now inhabit a cultural landscape in which they can only recognize themselves in terms preferred by the market”(Giroux A136). Kids these days think they need to give in to the market to survive. One of the reasons for this mindset is because of the media corporations that are targeting young children. Companies are making strong marketing pushes toward children who are susceptible to persuasion. They are encouraging kids to buy the new IPhone or the new action figure. While it is not just products, children are also being influenced to act a certain way. TV and movie stars are teaching kids how to act based on characters they portray in movies and TV shows, which often times are not the right ways a child should act. Artists and other celebrities strongly affect the trends in clothing and ...
(3) Mizerski, Richard. "The Relationship Between Cartoon Trade Character Recognition And Attitude Toward Product Category In Young Children."Advertising. Uscf, n.d. Web. 16 Apr. 2014. .
In the article The gender Marketing of toys: An Analysis of Color and Type of Toy on the Disney Store Website, Auster and Mansbach conducted research to examine the gender marketing of toys on the internet. They looked at what characteristics of “boys and girls” toys share, such as color of toy, type of toy, and witch toys were labeled for girls and boys. The pre - research of this study suggested that children are making gender distinctions of themselves and their group based on the types of toys that are bought for them. Bright and darker colors are meant as a distinction for “boy” toys, while pastel colors are meant for “girl” toys. The previous research also suggested that toys for boys and girls express traditional gender roles and that gender neutral toys are more likely to
Despite that being cool includes gathering attention through showcasing an impressive individual feature one has, it still falls heavily in the idea of conformity. People, mostly in school settings, have this set image of what’s cool and what’s not, and despite that it may vary, they all involve the same idea. The common idea shows how “cool behavior can range from dressing in trendy styles to being good at a certain sport to being sarcastic to parents; uncool behavior often includes displaying excessive affection and obedience toward parents, reaching out to an unpopular classmate, and expressing interest in school work” (Bernstein). This type of behavior is often showcased in the media, or even inspired by it. In schools, there tends to be a separation of social status, based on their behavior. We have those students who rebel against the rules, disrespects others for comedic effect or proof of dominance, and simply follows all the popular trends to gain this title of being cool. On the contrary, we have these students who are more obedient, presents themselves as good role models, and are more in the side in which they weigh their responsibilities more than what’s in and what’s not. They’re two different kinds, but in the end it tends to just merge into one whole group, as the students who are more ‘uncool’ in a sense, desire to be ‘cool’ and act accordingly. This is always the case in my history of transitioning from to a higher level of education, in which I have relations with these students who used to be very invested in their studies, start to become more rebellious and uncaring for their education as they grow. From what they see in excessively in the media, the people who tend to who have bad behaviors are more popular, and as they grow to become teenagers, popularity seems to grow more of its significance. Since its significance grows, these
The paradox of "cool hunting" is that it kills what it finds. In America, as well as across the globe, trends are consistently changing and the trend spotters are trying to keep up with the ever changing ideas of today’s teenagers. Every big-city scene-kid or bored teenager in the suburbs stays connected to the moment's hot clubs, restaurants, hobbies and clothing. Trend Spotters travel the world, watch people shop, eat, and mingle, videotape and photograph them, study census data, examine online journals, chat online with tens of thousands of potential customers, and devour every slice of pop culture in order to keep up with the trends.
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.
Almost done raking leaves, your hands are getting a little cold from the chilly fall air. Done! All the leaves are in piles, now you’re ready to go get your money you worked for. Walking home, you ask yourself, what would I like to buy with this cash? You get home and ask your parents to drive you to the store so you can go buy a toy. They bring you to the store, but they tell you what you are able to buy. Kids get told what they can buy all the time, this dispirits them from becoming independent. Kids should be able to buy what they want.
“There are twelve billion dollars spent annually on ads directed at children” (Dittmann, 2004). These advertisements target young, impressionable minds, capture the attention of the child and imprint an ideal or message. While watching advertisements, a child develops a like or dislike for an activity or product. The strength of the desire is proportional to exposure. Desire creates action and action creates sales. I observed this principle with a sibling, my younger brother Eron. When a General Electric commercial came on television he, would turn and be mystified by the music and dancing of the actors. Around the age of eight, he expressed a very strong opinion that General Electric products are superior to other products. At this stage in his development, he did not have the cognitive ability to think abstractly to weigh all of the aspects associated with what makes a product of quality.
The Shape of America As marketing strategies have evolved, they have enhanced the ability of advertisers to communicate to the "masses" more effectively than ever before. This ability has allowed advertisers to not only reach more markets, but to be more influential in the decision making process of the audience. American society, especially young women, is being influenced more by advertisers now than in previous generations. It is not by accident that teenagers and young adults are targeted by advertisers, especially since their purchasing power as a group exceeds that of any other consumer group. Not only have advertisers learned to identify specific products that appeal to men and women, but they have also found that the "want" of the consumer can be turned into a "need" for the advertised product.
Advertising uses the power of suggestion to sell a product. In the case of children, a company’s advertisement hopes to suggest that their product is best. Many food companies target children with the hopes that they can influence their parents'choices when it comes to buying a product. The product is a. Animated characters, catch phrases, and toys are used to lure a child to the product. WORKS CITED Dittmann, Melissa. A. (2004, June 6).
For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable, namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase which in the end leads to behaviors, like buying the advertised product (Mendelson & Bolls, 2002). As teenagers are in the stage of exploring their identities, advertisements are attributed to developing intellectual, philosophical, and creative abilities. Chiefly, advertisements provide a source of learning and conditioning that generates concepts of importance to the demographic generation.