Ccfc presentation

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Ccfc presentation

  1. 1. Research on Media Effects <ul><li>Campaign for a Commercial Free Childhood </li></ul><ul><li>American Psychological Association </li></ul><ul><li>US Surgeon General </li></ul><ul><li>Cultural Environment Movement </li></ul><ul><li>Kaiser Family Foundation </li></ul><ul><li>National Institute on Media & The Family </li></ul><ul><li>National Center for Disease Control </li></ul>
  2. 2. <ul><li>The media are the largest influencers within our society. </li></ul>
  3. 3. National Institute on Media & The Family <ul><li>It’s estimated that American children between ages 2-18 spend 38 hours a week in front of a screen. </li></ul><ul><li>That’s more than a day and a half a week. </li></ul><ul><li>This statistic is up from 23 hours per week in 1992. </li></ul>
  4. 4. Media Affects ALL <ul><li>By the age of 20, the average American has seen over one million commercial messages. </li></ul><ul><li>The average American spends one year of their lives watching TV commercials alone. </li></ul>
  5. 5. Media: The Electronic Babysitter <ul><li>Our parents didn’t tell us to “go watch TV” as a means to becoming smarter, more compassionate individuals. </li></ul><ul><li>Most of us use media, “the other parent,” to get through our day-to-day lives. </li></ul><ul><li>Some kids watch TV or play video games from the time they awake to the time they go to sleep. </li></ul>
  6. 6. National Institute on Media & Family <ul><li>The brain is a growing, living, developing organ. </li></ul><ul><li>When screen time is 2 hours a day, the cerebral cortex of the brain is not developing as quickly. </li></ul>
  7. 7. The Stagnant Child <ul><li>Children spend most of their leisure time indoors watching TV, playing video games, and using the Internet </li></ul><ul><li>A child is 6 times more likely to play a video game on a typical day than to ride a bike. </li></ul>
  8. 8. The Residual Effects of Media <ul><li>In the 1960s, 4% of kids were overweight. </li></ul><ul><li>Today, 16% are overweight. </li></ul><ul><li>Junk food commercials account for most TV advertising during children’s peak viewing hours. </li></ul><ul><li>Over 20,000 ads a year persuade children to eat junk food </li></ul>
  9. 9. The Residual Effects of Media <ul><li>A preschooler’s risk for obesity increases by 6% for every hour of TV watched per day. </li></ul><ul><li>If there’s a TV in the child’s bedroom, the odds jump an additional 31% for every hour watched. </li></ul>
  10. 10. The Residual Effects of Media <ul><li>Children who spend lots of time outdoors have longer attention spans than kids who watch lots of TV and play video games. </li></ul><ul><li>Attention Deficit Disorder has been linked to heavy media consumption. </li></ul>
  11. 11. Video Game Addiction <ul><li>Video game addiction is a real problem mainly for boys and young men. </li></ul><ul><li>Video game addiction can show the same effects as gambling and drug & alcohol addiction—including job loss, family problems, and declining health. </li></ul>
  12. 12. Family Values? <ul><li>Increased consumption of commercial media leads to misinformation and a set of values that reward: </li></ul><ul><li>Violence </li></ul><ul><li>Drinking </li></ul><ul><li>Smoking </li></ul><ul><li>Precocious Sexuality </li></ul>
  13. 14. Marketing to children is big business
  14. 15. “ They aren't children as much as what we like to call ‘evolving consumers,’” Elliot Ettenberg, Marketing Executive
  15. 16. Children see over 40,000 advertisements on TV alone. With $12 billion in ads yearly aimed at youth, parents often struggle to get their children to resist the influence of commercials.
  16. 17. $$$ Pestering Power $$$ <ul><li>Through personal allowances and by pestering their parents and grandparents, </li></ul><ul><li>children influence $500 billion in spending per year. </li></ul>
  17. 18. Almost every major media program for children has a line of licensed merchandise . . .
  18. 19. . . . And is used to sell junk food
  19. 20. Product Licensing
  20. 21. Product Licensing Seuss For Sale
  21. 22. Product Placement                                                                                                                                                             
  22. 23. Co-Branding                                                                                                                                                             
  23. 24. Contests and Promotions
  24. 25. Advergaming at candystand.com
  25. 26. Immersive Advertising – A trademark of neopets.com
  26. 27. There is a growing movement to protect children from marketing
  27. 29. Being materialistic affects children’s well-being <ul><li>Exposure to marketing contributes to children’s materialism </li></ul><ul><li>Children who are more materialistic are less happy, more anxious, and have lower self-esteem </li></ul><ul><li>Even children who are psychologically sound can be distracted by the “I wants” and “Gimme Gimmes.” </li></ul>
  28. 30. The “Nag Factor”, purchase requests and family conflict. <ul><li>Children’s purchase requests are related to their exposure to advertising. </li></ul><ul><li>Marketers deliberately try to get children to nag for products . . . and make parenting harder. </li></ul>
  29. 31. &quot;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.&quot; Kelly Stitt, a senior brand manager at Heinz quoted in the Wall Street Journal 10/24/2001
  30. 33. Babies and infants are spending more time in front of screens <ul><li>26% of children under two have a TV in their bedroom </li></ul><ul><li>Every day, 68% of children under two watch TV or a video or use a computer </li></ul><ul><li>The American Academy of Pediatrics “urges parents to avoid television for children under two years old.” </li></ul>
  31. 34. Since the advent of Teletubbies, there are an increasing number of media programs for babies and toddlers
  32. 35. For babies 9 months and up There is no evidence that videos have for babies have any educational value
  33. 36. Computer software for babies removes babies from their own active, multisensory exploration of the world. Extrinsic vs. Intrinsic learning and motivation
  34. 37. “ 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
  35. 38. Baby Branding
  36. 39. <ul><li>“ 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.” </li></ul><ul><ul><ul><li>Mike Searle, former President, Kids R Us </li></ul></ul></ul>
  37. 40. Even PBS shows are used to target babies
  38. 41. 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
  39. 43. Play is essential to a child’s healthy development <ul><li>Play promotes critical thinking, problem-solving skills and intellectual development </li></ul><ul><li>Children play to express their fantasies and feelings and to gain a sense of control over the world </li></ul>
  40. 44. Young children are spending more and more time in front of screens – and less time playing creatively <ul><li>Children six and under spend an average of two hours a day with screen media </li></ul><ul><li>36% of children six and under have a TV in their bedroom </li></ul><ul><li>Two-thirds of children six and under live in a household where the TV is on at least half the time </li></ul>
  41. 45. Many of the top-selling toys for children are also ads for media programs
  42. 46. Toys created from media programs come with built-in stories – so children do not have to create their own.
  43. 47. Other toys are ads for junk food
  44. 49. Marketing and Obesity <ul><ul><li>There has been a dramatic increase in obesity among American children. </li></ul></ul><ul><ul><li>Obesity has serious health consequences for children and adults: diabetes, hypertension, asthma, orthopedic problems and low self-esteem. </li></ul></ul>
  45. 50. Marketing is a factor in childhood obesity. Children are bombarded with advertisements for junk food.
  46. 51. Children’s favorite media characters sell junk food
  47. 52. Disney Sugar                                                                                               
  48. 53. American Idol – the # 1 TV Show for children— features prominent product placement.                        
  49. 54. Many toys and games for children are junk food advertisements
  50. 55. At the same time, food is marketed as a toy
  51. 57. Junk food marketers target children in schools                       
  52. 58. Increasingly, marketers have looked to infiltrate schools to gain access to a captive audience
  53. 59. Channel One is shown in over 12,000 schools to more than 8 million students
  54. 60. 94 % of high schools, 84% of middle schools, and 58% of elementary schools allow the sale of soda or other sugar-laden drinks on their premises
  55. 61. Delivering pizzas for Domino's Pizza Day at North Hills Junior High School .
  56. 63. “ Free” textbook covers for students
  57. 65. Children’s media are fraught with violence <ul><li>Children’s TV shows average 14 violent acts per hour </li></ul><ul><li>Almost all of the top-selling video games contain violence </li></ul><ul><li>Despite the use of rating systems throughout the entertainment industry, violent media content is frequently marketed to children </li></ul>
  58. 66. MEDIA VIOLENCE AND EFFECTS <ul><li>Viewing violent entertainment can lead to increases in aggressive attitudes, values & behavior </li></ul><ul><li>Viewing violence can lead to emotional desensitization </li></ul>
  59. 67. Media Violence & Effects <ul><li>MEAN WORLD SYNDROME: Entertainment violence feeds a perception that the world is violent and mean place </li></ul><ul><li>Children exposed to violent programming have a higher tendency for violent and aggressive behavior later in life </li></ul>
  60. 68. Grand Theft Auto 3
  61. 69. 3- year-olds at war
  62. 70. INCREDIBLE! For 5-year-olds.
  63. 71. Toys from R-Rated movies for 7-year-olds
  64. 73. Children are bombarded with sexual content and messages <ul><li>Most of the top TV shows for teens contain sexual content </li></ul><ul><li>Video games, music and music videos popular with teens are often sexually explicit </li></ul><ul><li>There is a link between watching sexual content and adolescent’s sexual activity. </li></ul>
  65. 74. Sex sells milk to children . . .
  66. 75. . . . and soda
  67. 76. Bratz dolls – for children 5 and up
  68. 77. Abercombie and Fitch’s thong underwear for 10-year-old girls
  69. 78. Ad in Young Miss Magazine
  70. 79. Ad in Teen People
  71. 81. <ul><li>Concerns about body type and eating disorders are prevalent among girls. </li></ul><ul><li>The number one wish for girls 11-17 is to be thinner </li></ul><ul><li>Many girls as young as 9-years-old are on diets </li></ul><ul><li>As many as 10 million females are struggling with an eating disorders </li></ul>
  72. 82. Marketing is a factor in eating disorders <ul><li>Adolescent girls’ discontent about body image is directly correlated to how often they read fashion magazines </li></ul><ul><li>Viewing television commercials leads to increased body dissatisfaction for both male and female adolescents </li></ul><ul><li>Girls with eating disorders are more susceptible to messages about body image than girls with normal eating patterns </li></ul>
  73. 83. A life-size Barbie would have a 16-inch waist
  74. 84. Almost half of models are malnourished according to World Health Organization standards
  75. 85. From Young Miss Magazine
  76. 86. “ Playing off teen insecurities is a proven strategy” From Marketing Tools “The Quality of Cool”  
  77. 88. Underage drinking is extremely prevalent and has serious consequences for youth <ul><li>The average age at which young people begin to drink is less than 13-years-old </li></ul><ul><li>12.4 % of 8th graders, 22.4 % of 10th graders, and 28.6 % of 12th graders are heavy drinkers </li></ul><ul><li>Lifetime alcohol abuse and dependence is greatest for those who begin drinking between the ages of 11-14 </li></ul>
  78. 89. Alcohol marketing has a significant impact on youth decisions to drink <ul><li>Teens say ads have an influence on their desire to drink in general </li></ul><ul><li>Alcohol is regularly advertised on television programs watched by children and teens </li></ul><ul><li>Alcohol marketing that reaches children is everywhere </li></ul>
  79. 90. The Budweiser frogs, popular with 9-11 year-olds.
  80. 91. A popular PG-13 rated James Bond movie sponsored by Finlandia Vodka
  81. 92. Youth see more alcohol advertising than adults in magazines.
  82. 93. Sweetened “alcopops” are targeted to youth
  83. 94. Sex and hip-hop used to market alcohol to African-American Youth
  84. 95. Kid Rock Coors Light Television Commercial Teens see more ads for alcohol on TV than they do for jeans, sneakers, or potato chips
  85. 96. Alcohol brands sponsor concerts and sporting events popular with youth
  86. 97. Almost three-quarters of parents fault alcohol companies for the amount of ads that teens see and hear
  87. 99. “ Today’s teenager is tomorrow’s potential regular customer, and the overwhelming majority of smokers first begin to smoke while still in their teens. . . The smoking patterns of teenagers are particularly important to Philip Morris.”
  88. 100. “ The base of our business is the high school student.” - Lorrilard Tobacco “ Cherry Skoal is for somebody who likes the taste of candy, if you know what I’m saying” – U.S. Tobacco
  89. 101. The tobacco industry still markets their product to kids. <ul><li>Tobacco companies regularly advertise in youth-oriented magazines. </li></ul><ul><li>Cigarette companies have increased advertising and promotions in convenience stores and retail outlets. </li></ul><ul><li>Kids are more than twice as likely as adults to recall seeing a tobacco ad in the past 2 weeks </li></ul>
  90. 102. The impact of tobacco marketing to kids <ul><li>There is a causal relationship between tobacco marketing and smoking initiation </li></ul><ul><li>Teens are more likely to be influenced to smoke by cigarette advertising than they are by peer pressure </li></ul><ul><li>Tobacco marketing can even trump good parenting </li></ul>
  91. 103. Hip-hop sells tobacco to youth
  92. 104. From Stuff, a magazine popular with adolescent boys .
  93. 105. Sex and rebellion sell cigarettes to youth
  94. 106. Tobacco marketing next to the candy and cashier
  95. 107. Adolescents who own a tobacco promotional item are more likely to become smokers

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