Children and Ads



Ads and Children: Two Aspects Using Children Targeting Children .

such as “Ask mom to buy…” Generally no celebrity endorsements Can’t use “only” or “just” in regard to price Generally no comparative or superiority claims No costumes or props not available with the toy Three-second establishing shot of toy in relation to child No shots under one second in length .Some TV Network Guidelines for Children’s Advertising Must not over glamorize product Mom No exhortative language.

targets young children in the age group of 5 to 12 and offers free cartoon booklets along with toothpastes. .. This advertisement makes children believe that consumers who use Pepsodent are immune to any tooth decay because of the superior quality of the product. confectionery and sweets. Pepsodent vies for the same consumer segment and depicts some children relishing snacks. for e.Colgate.g. while others are scolded by their mothers for having done the same thing. This claim is unauthenticated and attempts to mislead children.

Marketing contributes to many problems facing children today 1• Marketing directly to children is a factor in the childhood obesity epidemic. . 4 Violent movies. 3 • As young children are developing their gender identities. precocious sexuality. youth violence and family stress and contributes to children’s diminished capability to play creatively.000 Disney Princess items on the market today. • Marketers often denigrate adults and exploit older children’s desires to fit in with their peers and rebel against authority figures as a selling point for their products. There are 40. • Marketing also encourages eating disorders. even older children sometimes fail to recognize product placement as advertising. market toys that promote violence to boy Very young children can’t distinguish between commercials and program content. like Spiderman and Transformers. 2. they are flooded with ads for products promoting sexualized stereotypes.

and the Institutes for Medicine have called for restrictions on marketing to children. .There is a growing movement to protect children from marketing • In recent years. legislation has been introduced to restore the Federal Trade Commission’s authority to regulate marketing to children. the American Academy of Pediatrics. Several states have passed legislation to restrict junk food marketing in schools. About half believe that marketing should be prohibited to children under 12. organizations and coalitions – including the Campaign for a Commercial-Free Childhood – have formed to stop the commercial exploitation of children. 21 • A 2007 Wall Street Journal poll showed that 64% of people surveyed believe that popular characters from television and movies should not be used to sell products to children. World Health Organization. 22 • On the national level. including the American Psychological Association. • National and international public health organizations.

they influence their parents' buying decisions and they're the adult consumers of the future. guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids. .How Marketers Target Kids Kids represent an important demographic to marketers because they have their own purchasing power.

in which Campbell provides educational resources for schools in exchange for soup labels collected by students. Marketing to children is all about creating pester power. According to the Center for a New American Dream. or Campbell's Labels for Education project. and by the time children head off to school most can recognize hundreds of brand logos.Marketers plant the seeds of brand recognition in very young children. Pester Power. because advertisers know what a powerful force it can be. Commercialization in education Contests and incentive programs: for example. babies as young as six months of age can form mental images of corporate logos and mascots. Buzz or street marketing 5. Brand loyalties can be established as early as age two. The marriage of psychology and marketing 3.Here are some of the strategies marketers employ to target children and teens: 1. in the hopes that the seeds will grow into lifetime relationships. 2. Building brand name loyalty.Pester power" refers to children's ability to nag their parents into purchasing items they may not otherwise buy. . the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal. 4.

6. The Internet .


Using Children in Ads  McDonald’s  Volkswagen  Pepsodent  Diapers  Kingfisher Airlines  Duracell .

 In later part of their life. the adolescents find it hard to adapt to “normal” life since they have already seen the glamor in there pregnable stage of life.The issues:  Children between 2-14 performing for hours on sets. sometimes equivalent hours to adults.  Hampering the overall growth of these “young actors” especially in terms of education and bonding with their age-group. .

(Brand Equity: Nov 2011) .5 hours of TV a week and may see between 22000 and 25.  Single most influencing factor is television.Effect of Ads on Children  The impact of .  It was found that children between the age of 2 and 11 watch an average of 21.Family.000 commercials a year. Religion and Education has noticeably decreased over time.

Both parents work in a single family Children are left to themselves for the whole week At weekends parents try to make up for the week. .

 But what are the consequences? .  Affecting children and attracting them towards their products. Advertisers are targeting this mentality of consumers to drive in the sales.

reading.  It has become the major source of information and entertainment and mostly guides their thinking and living patterns. and developing other necessary physical.The issues  Children have impregnable minds. spending time with peers and family. These advertisements affect them tremendously. storytelling.  Television viewing which frequently limits children’s time for vital activities such as playing. learning to talk. participating in regular exercise. mental and social skills. .

 Media heavily promotes unhealthy and mal nutritious food like instant food. they feel it will good for them.  When children see smart and attractive models eating junk food. hence long queues in McD and Pizza Hut at weekends. creating problems for children like depression. .  At other times. junk food and sachet packed food. low self-esteem and other issues that come from not having what they want.

It is a war between marketers and the family where the marketer is using is money and resources to entice children and the family its strength and values to protect the children. . We can continue to hope the family wins.



. Vol. Brandweek. 63. Rhoda H. Linda Starke. `Getting Inside Kids' Heads'. p. France. (University of Illinois. 1 (1995). `Making schools ad-free zones'.. 118.cit. Educational Leadership. 28 May 1996. Vol. Good Housekeeping. Stanley. [5] Betsy Wagner. How Much is Enough: The Consumer Society and the Future of the Earth.advertisers target a captive market: school kids'. p. 19. `Our class is brought to you today by.. [6] Tom McGee and Kevin Heubusch. Vol.. David France.US News & World Report. op.References [1] Alan Thein Durning. [7] T. `This lesson is brought to you by. Youth Studies Australia (Autumn 1994). 16 (1995). `Kiddie Cars'. American Demographics. ed.'. L. No. Sydney Morning Herald. `Corporate Sponsorship in the Classroom'. 25. No. p. Worldwatch Environmental Alert Series (London: Earthscan. Illinois: ERIC Clearinghouse on Elementary and Early Childhood Education. Vol. Karpatkin and Anita Holmes. 222 (February 1996) [3] Sian Powell and Bernard Zuel. [2] Amy Aidman. 36 (23 October 1995) . 120. 53.. Vol. Kerry Sunderland. `Advertising in Schools'. Sydney Morning Herald. 1995). No. `Challenge to children's advertising'. 1992). 1 (1997). 3 September 1993 [4] Leonie Lamont. `Marketers' influence over young challenged'.

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