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Advertising to ChildrenImpossible To Ignore & Avoid
Ho l zwor th and Woodruff
The Problem
1. Children are considered a vulnerable group
2. Yet they are responsible for a large amount of product consumption
3. Advertising is often blamed for youth issues
1. Advertising to children is impossible to avoid
2. Advertising to children is a response to the market
3. Children are smarter than we give them credit for *there will be a quiz later!
Advertising to ChildrenArguments
No Advertising
+ No Product Placement
=No FUNding
1. Advertising to children is impossible to avoid
Regulation
What age would we start?
How do we enforce it?
Why do current
regulations keep failing?
Our Suggestion?Make it more profitable for kids to get what they need
2. Advertising to children is a response to the market
Rememberthis?
From cupcakes to sneakers & clothes, oh my!
The parents are responsible
& they have resources
Work from the earlier period found, for
example, that younger children, with less
developed critical faculties, were less
persuaded by advertising than older
children-Ambler 886
“
”
3. Children are smarter than we give them credit for
Just one more time…
Remember the
Elaboration
Likelihood Mode
The Dual Process Model 1. Children have not yet had their attitudes MANIUPATED, meaning that all their views are
EXPLICIT2. In turn, they are able to make consumer decisions that are not based on manipulation
ThusThe argument that children cannot cope with advertising because their rational faculties are not yet developed collapses
the same applies for any age group
And it all leads back to Dylan
Who is the smartest kid you know?
References• Ambler, T. (2008). Whose minds are messed up?. International
Journal Of Advertising, 27(5), 885-895. doi:10.2501/S0265048708080268
• The industry must unite against bans. (2002). Campaign (UK), (5), 18.
• http://mashable.com/2013/10/28/children-under-2-mobile-media-study/
