And advertising works on children. For example, the more TV a child watches, the more toys that child is likely to want and ask for. Advertisements are trying to influence the way you think or change your mind about something. And advertisers always aim to make their products look good, perhaps even better than they really are.
Advertising affects children in different ways. How children handle advertising can depend on several things, including their age, knowledge and experience. You can help your children learn how to handle the influence of advertising by giving them opportunities to question and talk about what they see in the media.
Brands bury their sales pitches to this age. Preteens are swayed by experience, not lectures -- hence games, apps, contests, and other interactive gimmicks to attract and hold their attention. The craving for emotional connection. If you have a tween, you know that kids at this age are not entirely rational.
Marketers use strategies that stir up emotions so kids identify with a product. Exploiting insecurities. Brands appealing to teens take advantage of their particular vulnerabilities: the desire to fit in, to be perceived as attractive, and to not be a huge dork. Teens are extremely attuned to their place in the peer hierarchy, and advertising acts as a kind of "super peer" in guiding them toward what's cool and what's acceptable.
Both teen boys and girls are highly susceptible to messages around body image , and marketers use this to their advantage. Tracking data. Once kids turn 13, companies have little restrictions over marketing to them and collecting their data. The information they collect isn't personally identifiable -- it's far more valuable.
Tracking teens' digital trails helps companies precisely determine their tastes, interests, purchase histories, preferences, and even their locations so they can market products to them or sell that data to other companies. Talk to teens about using privacy settings and understanding what information they're unwittingly giving to companies. Using peer influence on social media. Advertisers actively enlist teen followers on social media to market products.
You can find this in online stores such as J. Crew's, where you can share items you like with friends. Many brands encourage teens to broadcast their interactions with brands such as uploading pics of themselves with a particular purse, drink, or outfit. These techniques reinforce the idea that brands "make" the person, and it's essential to help teens realize that their self-worth is not determined by what they own or don't own.
Parents' Ultimate Guide to Support our work! Corona Column 3 Use these free activities to help kids explore our planet, learn about global challenges, think of solutions, and take action. In the U. This is seen as a win-win situation by many educators and retailers because it lets children have hands-on experiences outside their classrooms, while building positive associations between companies, students and their parents and teachers.
For more information on how marketers are targeting kids online, check out the Online Marketing section. In , an estimated 17 million children watched the Superbowl with their families. Alongside the football, they also watched a number of highly creative and engaging ads for beer and alcohol.
The marketing of adult entertainment to children has been, and continues to be, an ongoing issue between government regulators and various media industries. In a report released in , the U. Federal Trade Commission FTC took movie, music and video games industries to task for routinely marketing violent entertainment to young children. Subsequent reports since then have shown that although advances have been made — particularly within the video game industry — there are still many outstanding concerns relating to the frequency that adult-oriented entertainment is marketed to children and the ease with which many under-age youth are able to access adult-rated games, movies and music.
In its latest, report, the FTC particularly noted the challenges presented by emerging technologies in facilitating easy access by children to adult-rated entertainment. The real challenge is that promotion of adult-oriented entertainment does not necessarily fall within the parameters outlined by regulatory agencies such as the FTC.
February 22, Marketers following youth trends to the bank, The Washington Post, April 19, More Companies Market Directly to Kids. Skip to main content. The marriage of psychology and marketing To effectively market to children, advertisers need to know what makes kids tick. Supplying schools with technology in exchange for high company visibility.
Exclusive deals with fast food or soft drink companies to offer their products in a school or district. Advertising posted in classrooms, school buses, on computers, etc. Contests and incentive programs: for example, the Pizza Hut reading incentives program Book It! This generation of young people is growing up with the Internet as a daily and routine part of their lives.
Parents generally do not understand the extent to which kids are being marketed to online. Kids are often online alone, without parental supervision.
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