B etween Advertising and Children Media and Children Ben Center Intro We are surrounded by advertisements in our daily life To a child this world full of advertisements could be overwhelming confusing and even ID: 810689
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Slide1
Exploring the Relationship Between Advertising and Children
Media and Children
Ben Center
Slide2IntroWe are surrounded by advertisements in our daily life.To a child this world full of advertisements could be overwhelming, confusing and even exciting.
Slide3Understanding AdvertisementsIdentifying AdsUnderstanding the persuasive intent of advertisingKnowing that advertisements can be bias and deceptive
Slide4Identifying AdsResearch was done to determine when children could distinguish advertisements from TV programs.70% of four year olds90% of five year olds
Slide5Understanding Persuasive IntentRobinson and Rossiter conducted research trying to find what age children understand the persuasive intent of advertisements.53% of first graders
87% of third graders
99% of fifth graders
Slide6Bias and Deception of Ads50% of kindergarteners knew ads could be deceiving and bias88% of third grade children knew this97% of sixth grade children identified bias and deception
Slide7Developing Advertising TacticsAdvertisers use this information to tailor their marketing strategy so they can reach their audience.A article titled Sweet Promises researchers identified marketing techniques used to engage children with advertisements in the food industry.
Slide8Marketing TechniquesThird-party licensed characters Advertisers use a recognizable character to influence children
Star Wars Kraft Mac and Cheese
https://www.youtube.com/watch?v=8TTRR23-Ex0
Slide9Marketing Techniques ContinuedAdvertisers make their ads “cool” and “fun”Advertisers also animate their products to entertain childrenSour Patch Kidshttps://www.youtube.com/watch?v=wiRUI8u_CDU
Slide10Animation ContinuedCinnamon Toast Crunchhttps://www.youtube.com/watch?v=B8REd2LUZ4c
Slide11Animation ContinuedGoldfishhttps://www.youtube.com/watch?v=eN1F7R1VJs0
Slide12Marketing Techniques ContinuedBrand Characters
Slide13Branded Characters Continued
Slide14Government Policies and RegulationsChildren’s Food and Advertising Initiative (CFBAI) The Children’s Online Privacy Protection ActThe Children’s Advertising Review Unit (CARU)
Slide15ReferencesCarlson, L., & Macklin, M. C. (1999). Advertising to Children : Concepts and Controversies. Thousand Oaks, Calif: SAGE Publications, Inc. Harris, J.,
Lodolce
, M.,
Dembek
, C., & Schwartz, M. (2015). Sweet promises: Candy advertising to children and implications for industry self-regulation.
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Valkenburg
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Sener
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Children and Advertising What Do They Think about Advertisements, How Are They Affected by Advertisements?
(Children's Issues, Laws and Programs). New York: Nova Science , Incorporated.