Embed Size (px)
DESCRIPTION
Â
Citation preview
Advertising to ChildrenImposs ib le To Ignore & Avoid
H o l zwo r t h and W oodru f f
Advertising to Children
The Problem
Advertising to Children
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
market3. Children are smarter than we give them credit
for*there will be a quiz later!
Advertising to ChildrenArguments
Human Portrayals in AdvertisingAdvertising to Children
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?
Advertising to Children
Our Suggestion?Make it more profitable for kids to get what they need
Advertising to Children
2. Advertising to children is a response to the market
Rememberthis?
Advertising to Children
Allow us to remind you
From cupcakes to sneakers & clothes, oh my!
Advertising to Children
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
“
”
Advertising to Children
3. Children are smarter than we give them credit for
Just one more time…
Rememberthe
Elaboration Likelihood
Mode
Advertising to Children
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
Thus
The 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
Advertising to Children
Advertising to Children
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/
