Advertising to children and adolescents
• More attention to young consumers over the year
o Influence their parents’ consumer behaviors
• What makes advertisement deceptive
o According to the FTC’s deception polic
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Advertising to children and adolescents
• More attention to young consumers over the year
o Influence their parents’ consumer behaviors
• What makes advertisement deceptive
o According to the FTC’s deception policy statement, an ad is
• Regulating advertising on children on TV
o Policies restricting the amount of time devoted to advertising
o Policies that regulate separation between programs and
• Types of appeals
o The most prevalent theme was fun/ happiness, which accounted for 27% of all ads Brand recognition breeds brand preference
Children tasted 5 pairs of identical foods and beverages in packaging from McDonald’s or Unintentional effects
Parent-child conflict
• Younger children who confront parental resistance are likely to whine and become angry
Stereotypes in the media
• The process of perceiving others
o We all see the world and others in it differently
o Perception: how we select, organize, and interpret the information • Stereotypes
o Stereotypes are beliefs that all members of a group share the same set of characteristics, attitudes, or life conditions
• Media’s Role
o Content and analyses show the media with stereotyped images of women, minorities, and elderly
o This is changing over the years--- however SYNDICATION exists
• Four stages of minority portrayals (Clark 1969)
o Nonrecognition- do not exists
o Ridicule- minority member is stereotypes- early TV as Amos and Andy
• Our own experience
o We all remember some movie or show that “terrified” us as a child
• Prevalence- Surveys
o 40% of adults reported the experience of having been disturbed after viewing a movie
• Cantor research on college students
o Describe media stimuli that were frightening at age 14 or younger
• Evidence for Catharsis?
o Anxiety-reducing effect appears to occur
Only with mild fear
Danger can be effectively counteracted
• Developmental differences
o At different ages children experience different types of fear reactions
• Reality vs. Fantasy and abstract threats
o As children, mature they become more responsive to realistic dangers depicted in the media
• Examples of coping with media fear
o Preschool children benefit most from Noncognitive strategies
o Older most form cognitive strategies
o Visual desensitization- gradual exposure to threatening images in a
o Exposure to scary media presentations at a young age may have broad and enduring effects
o Need to be mindful of a child’s perspective
o Importance of age-appropriate communication about frightening media
• Alcohol
o Advertising
Teenagers are 400 times more likely to see an alcohol ad than to see a public service ad that discourages underage drinking
Major studies have found a significant association between obesity and television viewing among children
Obesity was lowest among children watching less Persuasion
• You can have persuasion occur with no intent
• Keeping people where they are is an effect
o The sleeper effect
Over time we disassociate the passage from the person who said it
• Developmental differences
o At different ages children experience different types of fear
3-8 yrs
• Self schemas
o Stereotypes about ourselves
o Come from parents, peers and media
• Why a relationship
o Displacement of more active pursuits
Television constitutes the principal source of inactivity for children and adolescents
o Every two additional hours of viewing time raised the risk for diabetes by 20%, the risk for heart disease by 15%, and the risk of premature death by 13%
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