advertising children bath

8/8/2019 Advertising Children Bath

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Advertising to Children:Issues of

contextualisation

Brian Young PhD

School of Psychology

University of Exeter


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Approaching the issue Health and welfare concerns

Anthropological/Sociological Communication/linguistic

Marketing

Psychology (developmental) Economic psychology


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Health and welfare concerns Dental

Diet Obesity

Body image

Materialism Celebrity endorsement

Regulations


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Anthropological/Sociological Images of childhood

children and kids

Cultural representations of TV

Window on the world

TV carrying commercial messages

Negative images

The home and sentimentalisation of childhood

Changes in USA in 19th century

Development of towns where commerce went on Not the place for women and children!

Sentimentalisation of childhood and the home (motherhood as well)

Sacred/profane


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Sacred/profane Belk, R. W., Wallendorf, M., and Sherry, J.

F. (1989). The sacred and the profane in

consumer behavior: theodicy on the

odyssey. Journal of Consumer Research,

16, 1-38.

Origins with Durkheim

Can be extended to e.g. advertising in

schools debate; September 11.


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Put children and advertising

together... Child as innocent

Advertiser as seducer

A relationship that evokes emotions of

mythic proportions.


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Communication/linguistic Pragmatics

Rules of communicative conduct

Pateman had done some work on theory of

communication in advertising using pragmatics

May, J. D. (1981). Practical reasoning: extracting

useful information from partial informants.Journal of Pragmatics, 5, 45-59.


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Marketing Lurid language!

Assume theyre kids

3 markets (McNeal) - present, future, family

IJAMC


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Psychology (developmental) Theory of child development

Theory of mind as the base

Reality/pretence

Perspective taking (Selman)

Limited information processing (John)


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Advertising Literacy Academically interesting

Of value to practitioners

Any results should be able to inform the

debate on regulation

Good enough literacy


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A summary of the evidence on

intent Children under 5 years of age see

advertising as just entertainment

Between 5 and 7 children begin to

understand the promotional, informative,

persuasive, and commercial functions of

advertising

By 8-9 years of age most children

understand the commercial and persuasive

function of advertising.


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Understanding promotional intent What is it?

Understanding that advertising and

marketing is a type of communication

where only positive information about a

topic (the brand) is presented


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Advantages of a promotional

communication approach

Avoids marginalizing and demonizing

advertising

Theoretically sound

Provides a link between two different areas

Acknowledges a plurality of communicative

types.


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Childs understanding of

promotional intent in advertising

The experiment


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Source Young, B. M. (2000). The childs

understanding of promotional

communication.InternationalJournal of

Advertising and Marketing to Children,

2(3), 191-203.


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Original intention Present child with an ad that broke the

promotional rule and question him/her

about it.

But ads for kids are surreal and lack a

structure.

So we presented them with ads for adultsthat had a pain-pill-pleasure narrative.


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Structure of experiment Each child had 7 trials - order of

presentation was cycled.

Videotape of a TV commercial was

presented with last narrative sequence

missing (i.e. the pleasure part).

Child was asked to choose one of threeendings (3 pictures presented)


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The instruction... As you can see the end is missing. But we

think we can use one of these pictures for a

possible ending. Which one do you think

should be used when the adverts shown on

TV? Which one is the best to use?


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Three endings were... Promotional where the brand + logo was presented

with all problems solved

Neutral where the actor was presented with e.g.neutral facial expression - no brand logo

Entertaining where the brand + logo was presented

with a funny ending (independently checked) that

showed the brand in a negative way


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Heres one trial [VIDEO] A cold day with a woman walking to a

school. Children come out of school gate and woman

greets a child. Pack shot ofCyclax Moistura Moisturiser

(a face cream). Woman shown applying cream. [AUDIO]

Cold wintry days dry and chap my face so I always

protect my complexion with Moisturisa Moisturiser by

Cyclax. This one for normal or dry skin or for

combination skin new Moisturiser selective moisturiser.Its special formula only moisturises where your skin needs

it. More in dry places, less in the oily areas. Time -

21secs.


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And heres another... Businessman in airport lounge looking out through plate glass window

at airport tarmac where airplane is visible. He puts his hand to his

throat and looks at the camera with a pained expression. Small cough.

Turns and walks away. Shot of plane taking off with sfx. Cut to planeinterior - businessman in outside seat still touching throat and other

businessman in inside seat takes off glasses and looks at him. Small

cough. v/o At the first sign of an irritating sore throat you need the

soothing touch of Strepsils. Shot of air stewardess offering brand

pack to him. Pack shot with throat sweets in plastic wrap emerging out

of box. Shot of businessman taking one and putting it in mouth. v/o

Strepsils two active ingredients help fight the infections that cause

sore throats. Shot of golden syrupy liquid being poured from the side

of a spoon and being poured into a lozenge shape. Time - 15 secs.


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Percentage choice of response

alternatives by age bands

0

10

0

30

40

50

60

70

80

4-5 y ar 5-6 y ar 6-7 y ar 7-8 y ar 8-9 y ar

En r a n n

N u ral

Pr nal

advertising children bath

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