The extent of children’s understanding of advertising messages and the
influence of advertising on children is a topic that still has to be researched.
But certain is, that the process of consumer socialization has an enormous
influence on children’s attitude and perception of advertising.
Television advertising is still the most common and most important way of
communicating messages to children. It will be discussed, how and when
children start being able to distinguish commercials from program and when
they can understand the advertising intent. A further crucial point is how and
to which extent television advertising does influence children on their brand
perceptions. An important part of television advertising targeted to children is
about food. The effects on children and some measures as well as how
advertisers are convincing children will be discussed.
There are numerous alternative marketing activities aimed at children that
have a great impact and some of them will be illustrated. Concluding, this
paper will give some future directions of research.
[...]
Table of Contents
1. INTRODUCTION
2. CONSUMER SOCIALIZATION
2.1. Definition
2.2. Socialization Agents
2.3. Learning Contents of Consumer Socialization
2.4. Stages of Consumer Socialization
3. SCEPTICISM TOWARDS ADVERTISEMENTS
3.1. Definition
3.2. Development of Scepticism
4. TELEVISION ADVERTISING
4.1. Distinguishing Commercials from Program
4.2. Understanding Advertising Intent
4.3. Influence of Advertising on Children’s Brand Perceptions
4.4. Protection of Children and their Values
5. ADVERTISING OF FOOD
5.1. Quantity and Nutritional Value
5.2. Effects and Measures
5.3. Executing Techniques
6. ALTERNATIVE MARKETING ACTIVITIES AIMED AT CHILDREN
6.1. Internet
6.2. Kid’s Clubs
6.3. Educational Materials
7. SUMMARY AND FUTURE DIRECTIONS OF RESEARCH
Objectives and Scope
This paper examines the influence of advertising on children, specifically focusing on how they process messages and develop consumer behaviors through the process of consumer socialization. The primary research goal is to understand how media and marketing strategies impact children's brand perceptions and values, particularly in the domain of food advertising and digital marketing.
- The role of consumer socialization and its impact on lifelong consumer behavior.
- The development of skepticism toward advertising in children as a cognitive defense mechanism.
- The effectiveness and ethical implications of television advertising targeted at children.
- The specific impact of food advertising on children's health, nutritional preferences, and obesity.
- The emergence of alternative marketing channels, including Internet, kid's clubs, and educational materials.
Excerpt from the Book
4.1. Distinguishing Commercials from Programs
Children have to be able to differentiate commercials from normal programs. But as they do not recognize commercials automatically, they have to learn distinguishing the one from the other.
As children move into the preschool years, but normally latest at the age of five, they learn to identify television commercials and to distinguish them from other forms of programming.
A study by Elliot Butter (1981) illustrates interesting findings in this area. Preschool children, aged four and five years, were shown videotapes of the Captain Kangaroo program, edited to include four 30-second commercials between program segments, consisting, for example of a voice saying that, “The Captain will return after this message.” Separators are commonly employed in television programming aimed at children, especially during Saturday morning cartoons and shows such as Captain Kangaroo. While viewing the tape, children were instructed to tell the experimenter “when a commercial comes on.” Children were also asked at approximately ten to 15 seconds into each program segment, “Is this part of the ‘Captain Kangaroo’ show?” In addition to these direct assessments, children were also asked open-ended questions, such as, “Why do they put commercials on television?” and “What is the difference between a commercial and the ‘Captain Kangaroo’ show?”
Using this methodology, Butter reported that 70% of the four-year-olds and 90% of the five-year-olds identified all four commercials. Older children identified significantly more commercials, yet even four-year-olds were able to distinguish commercials from programs at an above-chance level.
Summary of Chapters
1. INTRODUCTION: Outlines the significance of children as a consumer target group and highlights the ethical concerns surrounding marketing campaigns aimed at them.
2. CONSUMER SOCIALIZATION: Explores the lifelong process by which individuals acquire the skills and attitudes necessary to function effectively in the marketplace, highlighting the role of family, school, and peers.
3. SCEPTICISM TOWARDS ADVERTISEMENTS: Discusses the development of critical thinking skills in children as they learn to recognize and question the persuasive intent of advertisers.
4. TELEVISION ADVERTISING: Analyzes the prevalence and influence of television on children, including their ability to separate commercial content from programming and the impact on brand perceptions.
5. ADVERTISING OF FOOD: Investigates the connection between the high frequency of advertisements for high-fat and sugary foods and its correlation with increasing obesity rates in children.
6. ALTERNATIVE MARKETING ACTIVITIES AIMED AT CHILDREN: Examines non-traditional marketing methods such as Internet campaigns, exclusive kid's clubs, and sponsored educational materials used in schools.
7. SUMMARY AND FUTURE DIRECTIONS OF RESEARCH: Concludes the analysis by discussing the evolving landscape of media influence and proposing areas for future investigation, such as Internet advertising and age compression.
Keywords
Consumer Socialization, Television Advertising, Food Advertising, Marketing to Children, Brand Perception, Cognitive Development, Childhood Obesity, Media Influence, Ethical Marketing, Skepticism, Socialization Agents, Internet Marketing, Kid's Clubs, Educational Materials, Advertising Regulation.
Frequently Asked Questions
What is the core focus of this research paper?
The paper fundamentally addresses how children develop as consumers, the influence of mass media—specifically television—on their brand attitudes, and the ethical concerns regarding marketing tactics aimed at this vulnerable group.
What are the primary thematic areas explored?
The study centers on consumer socialization stages, the development of skepticism in children, the impact of television advertising, the specific consequences of food advertisements, and the reach of alternative marketing strategies like the Internet and school-based programs.
What is the main objective of this study?
The objective is to analyze the process by which children interpret advertising and to determine how marketers influence their purchase behavior, while assessing whether current protective measures and regulations are sufficient.
Which scientific methods are utilized to evaluate advertising impact?
The paper draws upon established psychological literature and previous academic research, specifically citing studies related to cognitive development, perceptual learning, and consumer behavior analysis within various age groups.
What content is covered in the main section of the paper?
The main section details the factors of consumer socialization, examines how children distinguish commercials from shows, evaluates the effectiveness of food advertising techniques, and discusses the regulatory challenges posed by new media environments.
Which keywords best characterize this work?
Key concepts include consumer socialization, childhood brand perception, media influence, advertising ethics, and digital marketing strategies.
How does age affect a child's ability to process advertising?
As children mature, their cognitive ability to understand persuasive intent increases. Younger children (pre-analytical stage) view ads as entertainment, whereas older children (analytical/reflective stages) develop skepticism and can differentiate between brand claims and actual product attributes.
Why is food advertising considered a critical issue in this document?
Food advertising is highlighted due to the disproportionate volume of ads for high-sugar and high-fat items shown during children's programming, which is linked to a rise in obesity and concerns about children's long-term health and dietary habits.
- Quote paper
- Franziska Pfund (Author), 2002, Advertising to Children, Munich, GRIN Verlag, https://www.grin.com/document/7723
