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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