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Advertising to Children. I mpossible To Ignore & Avoid Holzworth and Woodruff. Advertising to Children. Advertising to Children. The Problem. Children are considered a vulnerable group Yet they are responsible for a large amount of product consumption

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Advertising to Children

Impossible To Ignore & Avoid

Holzworth and Woodruff



Advertising to Children

The Problem

Children are considered a vulnerable group

Yet they are responsible for a large amount of product consumption

Advertising is often blamed for youth issues


Advertising to Children

Arguments

1. Advertising to children is impossible to avoid

2. Advertising to children is a response to the market

3. Children are smarterthan we give them credit for

*there will be a quiz later!


Advertising to Children

Human Portrayals in Advertising

1. Advertising to children is impossibleto avoid

No Advertising + NoProduct Placement

=

No FUNding

FUN


Advertising to Children

Regulation

Why do current regulations keep failing?

What age would we start?

How do we enforce it?


Our Suggestion?

Make it more profitable for kids to get what they need


Advertising to Children

2. Advertising to children is a responseto the market

Remember

this?


Advertising to Children

Allow us to remind you


From cupcakes to sneakers & clothes, oh my!


Advertising to Children

The parents are responsible

& they have resources


Advertising to Children

3. Children are smarterthan we give them credit for

Work from the earlier period found, for example, that younger children, with less developed critical faculties, were less persuadedby advertising than older children

-Ambler 886


Just one more time…

Remember the Elaboration Likelihood Mode


Advertising to Children

The Dual Process Model

Children have not yet had their attitudes MANIUPATED, meaning that all their views are EXPLICIT

In turn, they are able to make consumer decisions that are not based on manipulation


Thus

The argument that children cannot cope with advertising because their rational faculties are not yet developed collapses

the same applies for any age group


Advertising to Children

And it all leads back to Dylan




References
References

  • Ambler, T. (2008). Whose minds are messed up?. International Journal Of Advertising, 27(5), 885-895. doi:10.2501/S0265048708080268

  • The industry must unite against bans. (2002). Campaign (UK), (5), 18.

  • http://mashable.com/2013/10/28/children-under-2-mobile-media-study/


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