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C:\fakepath\children and advertsing Presentation Transcript

  • 1. Children and Advertising
  • 2. Consuming Kids Parts 1 of 7
    Watch video 
    http://www.youtube.com/watch?v=JCT7h-jwCWA
  • 3. Children as Consumers:
    • Average American child watches between 25,000 to 40,000 TV commercials per year
    • 4. Ages 8-12 (Tweens) spend $30 billion a year
    • 5. Children up to age 11 spend $18 billion a year
    • 6. Children under 12 influence parental purchases totaling over $130-670 billion a year
    Why Advertise to Children???
    • Children=FUTURE!
    • 7. Creates brand loyalty at young age
    • 8. Children yield enormous purchasing power, both directly and indirectly—they are able to persuade and influence parents on what to buy
  • Ads Influence Tobacco Use
    • Children younger than 8 cognitively and psychologically defenseless against advertising
    • 9. $30 million a day (11.2 billion a year) spend on advertising and promotion of tobacco
    • 10. Approximately 1/3 of all adolescent smoking can be linked to tobacco advertising and promotions
  • Ads Influence Alcohol Use
    • $5.7 billion a year spent on advertising and promoting alcohol
    • 11. During prime time, only 1 alcohol ad appears every 4 hours
    • 12. In sports, frequency of alcohol ads increases to 2.4 ads per hour
    • 13. Children make decisions about alcohol at early age—exposure to beer commercials represents significant risk factor
  • Ads Influence Drug Abuse
    • $4 billion a year is spent on prescription drug advertising
    • 14. Top 10 drug companies made a total profit of $35.9 billion in 2002
    • 15. Children and teenage get message that prescription drugs cure illness and heal pain
    Children are convinced that a drugs exists for ever occasion—including sexual intercourse
  • 16. Ads Influence Child Obesity
    • More than $2,5 billion a year spent to advertise and promote restaurants
    • 17. Another $2 billion to promoted food products
    • 18. Healthy food advertised less than 3% of time
    • 19. Nearly 20% fast food ads mention toy premium
    • 20. Rising levels of childhood obesity track an explosion of junk food ads in recent years
  • Ads Enhance Sexual Behavior
    • Teenagers’ exposure to sexual content in media is responsible for early onset of sexual intercourse or other sexual activities
    • 21. Association between with sexual images and increase in eating disorders with young girls
    • 22. Erectile Dysfunction (ED) ads is higher compared to birth control or emergency contraceptive ads
    “Children struggle to make sense of mature sexual content, they are robbed of valuable time for age-appropriate developmental tasks, and they may begin to engage in precocious sexual behavior”—Diane Levin
  • 23. HOW DO WE FIX THE PROBLEM OF ADVERTISING TO CHILDREN AND CHILD CONSUMERISM?
    No One Answer:
    • RACP says—”educate children to understand the purpose and context of marketing communications”
    • 24. Juliet Schor says—”Despite expressing doubts about ads, kids remain vulnerable to their persuasive powers”
    What about banning?
    • Schor say—”if quality and quantity of their programming declined, children would be likely to watch more adult media”
    Possible Solutions:
    • UK—sponsors children programming so branding still prevalent and increase ads on internet
    • 25. Pediatricians—familiarize themselves with methods marketers use to target children
  • Dan Cook– “What is most troubling is that children’s culture has become virtually indistinguishable from consumer culture over the course of the last century. Children consumers grow up to be more than just adult consumers. They become mothers and fathers, administrative assistants, nurse and realtors, online magazine editors…they become us, who in turn, make more of them.”
    SOURCES
    • http://www.youtube.com/watch?v=JCT7h-jwCWA
    • 26. http://www.frankwbaker.com/mediause.htm
    • 27. “Policy Statement: Children, Adolescents, and Advertising”. Pediatrics. PEDIATRICS Vol. 118 No. 6 December 2006, pp. 2563-2569 (doi:10.1542/peds.2006-2698). 14 Apr. 2010. http://pediatrics.aappublications.org/cgi/content/full/118/6/2563
    • 28. “Facts About Marketing to Children”.New American Dream. 14 Apr. 2010.
    http://www.newdream.org/kids/facts.php
    • Clifford, Stephanie. “Media and Advertising”. The New York Times. 14 February 2010. 14 Apr. 2010. http://www.nytimes.com/2010/02/15/business/media/15kids.html?pagewanted=1
    • 29. “Children as Consumer”. Global Issues: Social, Political, Economic and Environmental Issues That Affect Us All. 8 January 2008. Apr. 14 2010. http://www.globalissues.org/article/237/children-as-consumers