Times and heroes
-
Upload
eurorscgmoscow -
Category
Entertainment & Humor
-
view
1.807 -
download
0
description
Transcript of Times and heroes
![Page 1: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/1.jpg)
![Page 2: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/2.jpg)
Understand the conversation with kids in and out of category and realize implications for kids brands
OBJECTIVE
![Page 3: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/3.jpg)
DECODING THE CONVERSATION
![Page 4: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/4.jpg)
TODAY, KIDS ARE RAISED BY CHILDREN OF THE 80s
![Page 5: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/5.jpg)
AND ITS IMPOTANT TO KNOW THE HISTORY OF CONVERSATION WITH KIDS AS WE KNOW IT
![Page 6: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/6.jpg)
CODES IN FOCUS:GOING BEYOND CATEGORY
and many more
books toys games
heroes brands cartoons
![Page 7: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/7.jpg)
ERAS IN FOCUS:
DUSK OF USSR MICKEY KINGDOM KID AS A PROJECT
eighties: nineties: 2000s:
![Page 8: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/8.jpg)
THE EIGHTIES:
DUSK OF USSR
![Page 9: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/9.jpg)
1980s: Be good and don’t stand out
![Page 10: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/10.jpg)
characters are innocent and reflect shared good values
![Page 11: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/11.jpg)
last generation of naïve children is playing with last generation of naïve toys
![Page 12: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/12.jpg)
raised to love nature
and value home…
![Page 13: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/13.jpg)
they’re taught to play fair game, for the last decade
![Page 14: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/14.jpg)
cartoons teach kids real friendship
![Page 15: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/15.jpg)
genuine kindness
![Page 16: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/16.jpg)
unpretentious innocence
![Page 17: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/17.jpg)
and kind guidance
![Page 18: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/18.jpg)
Even anti-heroes are depicted in a way that you want to make them better, not punish them
![Page 19: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/19.jpg)
Naughty elements also make their way to soviet children
![Page 20: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/20.jpg)
While some of the favorite heroes deliver a social message
![Page 21: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/21.jpg)
Innocent hero• Kindness• Naivety • Harmlessness
• Friendliness
![Page 22: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/22.jpg)
Kind Storytelling • Happy end• Healthy moral• optimistic
![Page 23: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/23.jpg)
Alternative character• Charismatic• Naughty• Witty
![Page 24: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/24.jpg)
Lovable Antagonists• Funny• Naïve• Not scary
![Page 25: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/25.jpg)
Friendship/Togetherness
![Page 26: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/26.jpg)
Didacticsevery story offers a lesson to learn
![Page 27: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/27.jpg)
Soviet edutainment aimed at playful development of a good citizen
![Page 28: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/28.jpg)
THE NINETIES:
WELCOME WEST
![Page 29: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/29.jpg)
«Cам за себя должен уметь постоять»
«А если все с крыши прыгнут, ты тоже прыгнешь?»
![Page 30: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/30.jpg)
While parents where trying to survive, children consumed the new entertainment without much control.Things have arrived that kids have never seen before: brands, ads, Disney cartoons, computer games.
![Page 31: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/31.jpg)
Chaotic new-coming mass cultureteaches kids different values: thirst for fun, need for constant excitement, competitiveness, hedonism and consumerism
![Page 32: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/32.jpg)
Be CoolBe strong!Be determent!Defend yourself!Be a team player!Have fun!
![Page 33: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/33.jpg)
Main hero is a team, a
corporation with common goal
![Page 34: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/34.jpg)
Evil is not so funny anymore
![Page 35: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/35.jpg)
Stories full action and dynamics grip attention and won’t let go
![Page 36: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/36.jpg)
sexy female characters inspire girls instead of childish dolls of the past
![Page 37: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/37.jpg)
Kids are exposed to the new theme: Money and money-driven conflicts
![Page 38: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/38.jpg)
girls dream is to become beautiful
![Page 39: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/39.jpg)
boys dream is to become cool
![Page 40: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/40.jpg)
THE 2000s:
KID AS A PROJECT
![Page 41: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/41.jpg)
The concept of modern parenting sees kids physical and development as a carefully planned project
![Page 42: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/42.jpg)
Kids are well-taught by mass culture to look for never-ending entertainment
![Page 43: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/43.jpg)
toys & products around movie heroes
![Page 44: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/44.jpg)
THE WORLD IS DEVIDED INTO 2
KIDS DEVELOPMENTKIDS ENTERTAINMENT
IMPORTANT TO MOMSDESIRED BY KIDS
![Page 45: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/45.jpg)
Action, dynamism is an inevitable heritage of nineties
![Page 46: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/46.jpg)
Collectible heroes leave children hungry for more.
![Page 47: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/47.jpg)
What’s hot today, will be forgotten tomorrow. Consumption cannot stop.
![Page 48: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/48.jpg)
Just one toy is no longer enough. Toy story evolves till the room is full of dozens
![Page 49: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/49.jpg)
While parents thoroughly plan their kids development, marketplace helps them
![Page 50: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/50.jpg)
Branded web-sites offer new options how to play with kid together
Modern parents know the rules bakugans game
Playing with kids is no longer a duty, but fun time together and development opportunity
![Page 51: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/51.jpg)
Latest Cartoons are created by psychologists, not cartoonists
![Page 52: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/52.jpg)
Self-improvement and edutainment make a comeback
![Page 53: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/53.jpg)
Kids write letters to Smeshariki
![Page 54: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/54.jpg)
As today parents grew up in USSR, good old cartoons and films with a moral and didactics make a huge comeback
![Page 55: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/55.jpg)
Brands and products follow this trend
![Page 56: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/56.jpg)
A new function for a parent is to protect kids from monsters and give them a
push for the development of their mind, body and character
the battlefield is children’s souls
![Page 57: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/57.jpg)
This battlefield is continued in brand communications
vs.
![Page 58: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/58.jpg)
Innocent heroes
Naïve stories
Kind guidance
Didactic lessons
Fun is above all
Competitiveness
Dynamism
Consumersim
Never-ending entertainment
Edutainment (playful
Development)
New naïve
Having fun together
with parents
residual dominant emerging
Didactics Entertainment Development
Kids communication evolution
![Page 59: Times and heroes](https://reader034.fdocuments.us/reader034/viewer/2022051513/547b3c1ab4af9fa0158b4e14/html5/thumbnails/59.jpg)
THANK YOU