Post on 03-Apr-2016
description
Advertising to Children Imposs ib le To Ignore & Avoid
Ho l z wo r t h a n d Wo o dru f f
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
Advertising to Children
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!
Arguments
Advertising to Children
Human Portrayals in Advertising
No Advertising
+ No Product
Placement
=
No FUNding
1. Advertising to children is impossible to avoid
FUN
Advertising to Children
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
Remember this?
Advertising to Children
From cupcakes to sneakers & clothes, oh my!
The parents are responsible
& they have resources
Advertising to Children
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
Advertising to Children
Just one more time…
Remember
the
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
EXPLICIT
2. In turn, they are able to make consumer decisions
that are not based on manipulation
Advertising to Children
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
Advertising to Children
And it all leads back to Dylan
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/