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Sociology 2172A/B
Gale Cassidy

Children and Advertising 2013-04-20 5:46 PM Wussup Commercial • Commercial can be dictating our behaviour Condom Ad • Kids throwing tantrum over candies New form of billboard advertising • 2008 • Billboard has a camera in it • Problem: hard to know whose looking at your billboard • People paying attention may not be the people you are targeting • Tiny cameras that gather details of the passer-bys; transferred to a central database • Uses software to determine the person standing in front of billboard; analyzes facial features to judge the person’s gender and age • By using cameras you can get an overview of the people paying attention to your ad • E.g. 8thavenue near Columbus circle in Manhattan  advertising a movie that was coming out at the time • Argument: invasion of privacy • Company claims that they are not keeping the data to be usable by anyone else • Once you’re in public, you can be recorded or taken pictures of • Ikea stores have used billboard cameras • McDonalds restaurants in Singapore have used billboard cameras Children and Advertising • Some people think that it is not a good idea to market to the extent that we are to young people  get interested in looking at it more critically • Any guidelines that we have in Canada only applies to Canadian produced shows • In Quebec  banned all advertising to kids under the age of 13 • In Canada, companies aren’t allowed to use cartoon characters to advertise products to kids o Companies created characters  E.g. Tony the Tiger advertising Frosted Flakes; not using a cartoon character, they are using a character created by the company Pester Power • “We’re relying on the kid to pester the mom to buy the product, rather than going straight to the mom” – Barbara A. Martino, Advertising Executive • 2 Types of Pestering: o Persistence nagging  continuously asking until parents give in  Old fashioned, less sophisticated way of pestering o Importance nagging  kids will tell parents that they need something for a reason  E.g. Need a new computer to write better essays  More sophisticated way of pestering Building Brand Name Loyalty • Naomi Klein – No logo o Book that she wrote in 2000 o Attracts the birth of brand marketing o Mid 1980s  Birth of new kind of corporation  E.g. Nike, Tommy Hilfiger  Moved production off the continent of North America and moved it to somewhere you can get cheap labour  Cheap labour led to being able to invest more in marketing campaigns o Primary focus – create image for brand name o The Gap  Kids Gap; Baby Gap According to Center for a New American Dream • At 6 months – mental images of corporate logos & mascots • At 2 years – brand loyalties are established • At 8 years – about 300 brands recognized • “Brand marketing must begin with children. Even if a child does not buy the product and will not for many years… the marketing must begin in childhood” – James McNeal Marketers Target Kids • Kids are important demographic to marketers o Have own purchasing power o Influence parents’ buying decisions  majority of parents say that kids have an impact on their vehicle choice o Become adult consumers of the future • Automobile companies and banks are the two main companies targeting kids • Poverty rate in London is 2x that of the national rate For Years • Cultivating brand recognition in children Now • Adult-oriented businesses getting in on act • Banks  if bank can get the kid to open up a savings account, the chances are that you will stay with them and make more money off of you in the future Magazines Launched Kid & Teen Editions • Sports Illustrated • Time • Advertising for hotels & trips • Disney advertisers to kids, not to parents Internet • Largely unsupervised & unregulated • Many sites where you fill in forms and put in your information  targets that person in terms of what they’re interested in Advertising in the Classroom (Captive Audience – Advertising Invades the Classroom movie) • Draw the line when it comes to advertising in the classroom • Captive audience  kids in the classroom; can’t go anywhere • In the U.S. • Classrooms represent the last frontier • Now if you bring commercialism into schools  that’s the final step; now there’s not a minute of the day, unless children are sleeping, that they are being exposed to advertising • When there is something advertised in a school, kids tend to think that that’s the right way to go and that it is a good product • The Shadow Curriculum o Product placement in textbooks
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