Advertising and Children Flashcards
(18 cards)
How can we take the focus away from bad parenting?
Blame advertising
What did the APA implement?
Banned advertising to kids under 8
What are some arguments made against advertisements to kids?
o “pester power”
o Children do not understand fantasy vs. reality
o Children who are least likely to understand ads pay the most attention to them
o Children do not understand when a program ends and an ad starts
o Ads can promote a bad diet
o “toy-based” programs
o Promotes materialism and consumerism in children
o Disclaimers should be used, although sometime children may not understand the disclaimers
What does the “mothers code for advertisers” statement say?
No ads in schools
No advertising to kids under 8
No product placement
No behavioural science research
No advertising that promotes selfishness and instant gratification
Reduced sponsorship of sexual/violent programming
What are some arguments for advertising to kids?
o Kids influence how their parents spend money
o Adults are equally as susceptible to the pitfalls of advertising as children are
o The idea that advertising makes kids more materialistic and infatuated with brands is not scientifically founded
o If marketing researchers aren’t allowed to study what persuades kids, then academic researchers can’t either
o TV shows, videos games, the internet etc. are teaching kids new ways of thinking that makes them smarter than previous generations
Who is the most marketed to demographic in history?
TWEENS: 8-12 y/o
True or false:
Quebec doesn’t allow advertising to kids under 12
true
What is pester power?
- “We’re relying on the kids to pester the mom to buy the product, rather than going straight to the mom”
What is persistence nagging?
o Bugging the parent over and over again
what is importance nagging?
o Bugging the parent because the child “needs” the product
what proportion of purchases wouldn’t have occurred if the child didn’t nag their parents?
20-40%
How do advertisers aim to build brand name loyalty?
create image for brand name early
At 6 months of age, the child is able to:
form mental images of logos and mascots
At 2 y/o, the child has:
brand loyalty is established
At 8 y/o children can recognize how many brands?
300
How is advertising troublesome in schools?
The kids trust everything that their teacher says: the teach is always right
Channel one
12 minute program showed everyday to kids in schools
- Inappropriate music
- It is a 12 min program, used to be shows to give kids insight on what is going on in the world
- However, the kids remembered more about the ads shown than the news clips
It was full of ads
What are some legal and ethical questions?
- Who owns schools when they are sponsored by companies?
- Who controls the curriculum?
- What king of long-term effects will this commercialism have?
- Where do we draw the line?
