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Presentation on Marketing to Children …

Presentation on Marketing to Children
(Part 1 of 2) - Created October, 2004

Be sure to watch the second half at http://www.slideshare.net/ccfc/ccfc2

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  • The problem is just that, we should be able to take our children shopping with us and know that we are not going to be bombarded with unsafe toys. We need to take a stand against the producers and distributers of the toys (not other parents) and work at getting them to take responsibility to make toys that are safe for the environment and our children. We need to look at manufacturers who take into consideration social and environmental justice and that create products with less (or no) packaging, toxins and all of the other stuff that we as parents do not want our children exposed to. Creating a commercial free childhood is about changing the cycle as consumers and only buying what we need, rather than what we want. If we can teach our children not to 'want' so much stuff by showing them the effects of having too much stuff, they will not harass us to keep buying things for them. I have two little girls who often see things they want but when I talk to them about how the product was manufactured and the harm that it caused to the people who made it or the part of the planet it was created on they understand. We can only talk to our children about responsibility if we as parents also stand up for what we believe in and take action. Read the book 'The story of stuff' by Annie Leonard, or watch the video on her website.
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  • gueste59488d, plain and simple you are an idiot. No other words need to be said.
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  • 1. www.commercialfreechildhood.org A PROJECT OF THIRD SECTOR NEW ENGLAND NONPROFIT CENTER, 89 SOUTH ST. STE 403 BOSTON, MA 02111 617-896-9368 [email_address] CREATED OCTOBER, 2004
  • 2. “ They aren't children as much as what we like to call ‘ evolving consumers ,’” -Elliot Ettenberg, Marketing Executive
  • 3. Marketing to children is big business
  • 4. Children see more than 40,000 advertisements on TV alone
  • 5. Almost every major media program for children has a line of licensed merchandise . . .
  • 6. . . . And is used to sell junk food
  • 7. Harris Interactive Poll of Youth Marketers, 2004
  • 8. Annie Leith, arrested for downloading music illegally. Marketing exploits children’s vulnerabilities.                                                                        .      Pepsi-Cola
  • 9. There is a growing movement to protect children from marketing
  • 10.  
  • 11. Product Licensing
  • 12. Product Licensing Seuss For Sale
  • 13. Product Placement                                                                                                                                                             
  • 14. Co-Branding                                                                                                                                                             
  • 15. Contests and Promotions
  • 16. Advergaming at candystand.com
  • 17. Immersive Advertising – A trademark of neopets.com
  • 18.  
  • 19. Being materialistic affects children’s well-being
    • Children who are more materialistic are less happy, more anxious, and have lower self-esteem.
    • Psychologically healthy children are made worse when they become enmeshed in a culture of getting and spending.
    • Exposure to marketing contributes to children’s materialism.
  • 20. The “Nag Factor,” purchase requests and family conflict.
    • Children’s purchase requests are related to their exposure to advertising.
    • Marketers deliberately try to get children to nag for products . . . and make parenting harder.
  • 21. "All of our advertising is targeted to kids. You want that nag factor so that 7-year-old Sarah is nagging Mom in the grocery store to buy Funky Purple. We're not sure Mom would reach out for it on her own." ~ Kelly Stitt, a senior brand manager at Heinz, quoted in the Wall Street Journal , October 24, 2001
  • 22. If we understand what motivates a parent to buy a product, that if we could develop a creative commercial you know a 30 second commercial that encourages the child to whine or show some sort of importance in it that the child understands and is able to reiterate to the parents then we’re successful. I s it ethical? I don’t know. But our role at Initiative is to move products. And if we know you move products with a certain creative execution placed in a certain type of media vehicle then we’ve done our job. Lucy Hughes Initiative Media World Wide Created the Nag Factor Study
  • 23.  
  • 24.  
  • 25. Babies and infants are spending more time in front of screens
    • 26% of children under two have a TV in their bedroom.
    • Every day, 68% of children under two watch TV or a video or use a computer.
    • The American Academy of Pediatrics “urges parents to avoid television for children under two years old.”
  • 26. Since the advent of Teletubbies, there are an increasing number of media programs for babies and toddlers.
  • 27. For babies 9 months and up There is no evidence that videos for babies have any educational value.
  • 28. Computer software for babies takes them from active, multisensory exploration of the world.
  • 29. “ At six months of age, the same age they are imitating simple sounds like ‘ma-ma’, babies are forming mental images of corporate logos and mascots” Children's marketing guru, psychologist James McNeal
  • 30. Baby Branding
  • 31.
    • “ All of these people understand something that is very basic and logical, that if you own this child at an early age, you can own
    • this child for years to come... Companies are saying, 'Hey,
    • I want to own the kid younger and younger and younger.’
        • ~ Mike Searle, former President, Kids R Us
  • 32. Even PBS shows are used to target babies.
  • 33. “ When it comes to targeting kid consumers, we at General Mills follow the Proctor and Gamble model of ‘cradle to grave’…. We believe in getting them early and having them for life.” ~ Wayne Chilicki, General Mills
  • 34.  
  • 35.  
  • 36. Play is essential to a child’s healthy development
    • Play promotes critical thinking, problem-solving skills and intellectual development.
    • Children play to express their fantasies and feelings and to gain a sense of control over the world.
  • 37. Young children are spending more and more time in front of screens – and less time playing creatively.
    • Children six and under spend an average of two hours a day with screen media.
    • 36% of children six and under have a TV in their bedroom.
    • Two-thirds of children six and under live in a household where the TV is on at least half the time.
  • 38. Many of the top-selling toys for children are de facto ads for media programs.
  • 39. Toys created from media programs come with built-in stories – so children do not have to create their own.
  • 40. Other toys are ads for food.
  • 41.  
  • 42.  
  • 43.  
  • 44. Marketing and Obesity
      • There has been a dramatic increase in obesity among American children.
      • The rates are higher among minorities.
      • Obesity has serious health consequences for children and adults: diabetes, hypertension, asthma, orthopedic problems and low self-esteem.
  • 45. Marketing is a factor in childhood obesity. Children are bombarded with advertisements for junk food.
  • 46. Children’s favorite media characters sell junk food.
  • 47. Disney Sugar                                                                                               
  • 48. American Idol – the # 1 TV Show for children                        
  • 49. Many toys and games for children are junk food advertisements.
  • 50. At the same time, food is marketed as a toy.
  • 51. Junk food marketers target children in schools.                       
  • 52.
    • A number of researchers and professional organizations are concerned about the link between childhood obesity and food marketing.
  • 53.