Advertising & Consumerism

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This 15-minute video is a short course in advertising for kids in grades 5-8.
They learn how advertising evolved from shop signs and town criers, why everything (like hamburgers and french fries) looks so good on TV commercials and why it pays to advertise but it also costs -- up to 40% of the price of a product is the cost of advertising it!
With youth under 13 controlling billions of consumer dollars, they need to understand clearly how and why they.
This video takes a look at some of the strategies advertisers use to influence what we wear, eat and thin (#VS0110) Price: $ 49.95 To order call toll-free 800-228-4630 or click here for info.

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Video Series The Kid's Survival Guide to TV Advertising A Best Seller!
An award-winning three-part video series, produced by HBO and Consumer Reports, exposes the tricks advertisers use to make their products seem more attractive and desirable.
The first two programs build on each other and cover a variety of topics from action toys to expensive sneakers; the third focuses on food commercials.
An invaluable resource for elementary libraries and classrooms.

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The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus reviews advertising and promotional material directed at children in all media.
CARU's basic activities are the review and evaluation of child-directed advertising in all media, and online privacy practices as they affect children.
When these are found to be misleading, inaccurate, or inconsistent with CARU's Self-Regulatory Guidelines for Children's Advertising, CARU seeks change through the voluntary cooperation of advertisers.
CARU recognizes that the special nature and needs of a youthful audience require particular care and diligence on the part of advertisers.
CARU provides a general advisory service for advertisers and agencies and also is a source of informational material for children, parents and educators.

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This newsletter, published by Children's Market Services, Inc. provides vital information for marketers and advertisers in the children's market.
Timely information on emerging trends in product categories such as fashion, food, entertainment, demographics; media and viewing habits are covered.
Issues highlight new and innovative programs, promotions, premiums, commercial strategies, direct mail--designed to tap in this burgeoning market segment.
Targeting TeensTM newsletter is designed to assist advertisers and marketers in understanding motivations, interests and behavior of this elusive but economically powerful market segment.
Product development, advertising strategies and promotions in the food, fashion, hi-tech, music and fitness are discussed.
Updated information on teen trends is vital to developing successful marketing and advertising strategies.

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Given that the 2000 Census reports 105 million households in America, this means that advertisers spend, an average of $2,190 per year to reach one household.
Marion Nestle, chair of the Department of Nutrition and Food Studies at New York University, estimates that $13 billion a year is spent marketing to American children - by food and drink industries alone.
Food advertising makes up about half of all advertising aimed at kids.
Channel One's twelve-minute in-classroom broadcast, featuring 2 minutes of commercials for every 10 minutes of news, is compulsory on 90% of the school days in 80% of the classrooms in 40% of U.S. middle and high schools.

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Children between the ages of five and 18 will spend an estimated $1.3 billion online by 2002.
It is estimated that by 2002, 21.9 million children (ages five to 12) and 16.6 million teens (ages thirteen to 18) will be online.
Most children and teens use the Internet for e-mailing, search engines, games, music, and homework.
As the numbers of children and teens on the Internet grows the focus of online marketers intensifies.
They are colorful and engaging, offering games, information, and items and products the child recognizes.
By focusing site design on what interests teens and kids, companies build brand loyalty.
On television guidelines exist for a separation between advertising and content.

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Its devoted readers span the child welfare arena, looking to this insightful publication to keep abreast of the latest issues in the field.
Let this interested and informed audience know more about your goods and services by advertising in Children's Voice.
Child welfare administrators and professionals in public, private, and voluntary agencies offering services in adoption and family foster care, youth development, juvenile justice, health care, HIV/AIDS, kinship care, housing and homelessness, child mental health, pregnant and parenting teens, protective services, child guidance, child day care, children's residential care, group care, and managed care.
Foster parents, adoptive parents, and other caregivers.

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Has written national studies on consumer behavior and retailing and has been published in major journals.
Has looked at how involvement affects response to advertising; personal attributes that lead to high spending; and the gift-giving mentality.
Research interests include national advertising, psychographics (lifestyle and its effect on purchase decisions), advertising as problem-solving, and advertising of products for particular lifestyles.
Has studied persuasion as it relates to recent history in politics and art.
Has researched and presented papers on gender-role stereotypes and gender casting in TV toy advertisements.
Primary interests focus on the influence of mass communication on contemporary society, emphasizing the way in which media affect traditional forms of public communication such as political speaking.

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Dr. Selina S. Guber is the president of Children's Market Services Worldwide.
This New York based market research and consulting company provides qualitative and quantitative research, trend analysis, and strategic insights into the estimated $250 billion youth market.
Clients include advertising agencies, consumer packaged goods companies, the media, toy marketers, trade associations, and non-profit organizations.
The author of numerous articles on the youth market and a frequent guest speaker, Dr. Guber is currently the chairperson of the American Marketing Association/N.Y, Children's Marketing Leadership Council.
Dr. Guber is the author of the book: Marketing to and Through Kids, published by McGraw Hill.
®Kidscreen is a trademark of Brunico Communications Inc. TMAdvertising & Promoting to Kids
, tagline and logo are trademarks of, and are produced by, Brunico Marketing Inc.

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The Internet economy may be on the rocks, but the business of marketing to kids online is booming.
Since obvious tactics, such as banner ads and buttons, have been less than successful in nabbing youthful consumers, sites are now employing more creative techniques, from games to e-mails to wireless technology.
Ellis recognizes that parents may be concerned about the product pitches, but so far, she says, they haven't been willing to support an ad-free subscriber site.
In fact, research shows that the number of children's sites with no advertising has dropped from 10% of all kids' sites last year to just 2% today.
Brian Rubash, manager for technical marketing at Tiger, discovered an i-Cybie-related newsgroup on Yahoo!

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Advertising Limbo: How Low Can They Go?
We asked you to choose which ads targeting kids most promoted excessive and irresponsible consumption.
The entrants in this edition of Ad Limbo are shrewdly selling kids on the notion that happiness is something you can buy at the mall.
They're contributing to the glut of excessive commercialism and trying to raise a new generation of "hyper-consumers".
Calvin Klein -- The notorious designer captured your votes with this image of four pre-teens on the beach.
Bottled Emotion -- For those days when you can't seem to muster up your own feelings, or maybe you're just not satisfied with the side of the bed you woke up on.

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A total of 77 beer, wine and spirits sites were examined with regard to their particular appeal (or non-appeal) to children in their marketing techniques.
What follows is an analysis of four categories of various Web site features which CME believes to be relevant indicators of the alcohol companies' attempt to market to children, teenagers or young adults.
Beer and liquor sites use at least three of these techniques in concert--effectively saturating children with irresistible marketing devices.
The younger the Web site visitor, the less cognizant of sophisticated marketing techniques and thus the less resistant to powerful messages the young Web site user is likely to be.

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The black lungs, cancer and emphysema caused by smoking are the best reasons why children shouldn't start to smoke, but those images don't prevent them from picking up cigarettes, according to research by behavioral scientists.
Instead, the most successful antismoking advertisements provide nonsmoking peer role models and demonstrate how second-hand smoke harms family and friends.
These findings-that only certain types of advertisements change adolescents' desires to smoke-are critical if state health agencies hope to design successful antismoking campaigns.
Although states are beginning to put more money into such efforts cigarette advertising still dwarfs even the most extravagant antismoking advertising campaigns.
In a new and as yet unpublished study, she and Pennsylvania State University Bard professor of marketing Marvin Goldberg, PhD, tested the effectiveness of 196 antismoking ads on 1,658 seventh and 10th graders.

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In America, our market-driven economy has brought us great prosperity but also encouraged a rampant commercialism that has some troubling side effects for families.
Consumer marketing to kids -- from toys to clothes to foods -- isn't in the best interest of your child.
Since the purpose of effective advertising is to make people feel that they really "need" a product, objects are usually presented with exciting visuals and music that exaggerates their appeal to children.
After all, children are not yet critical thinkers and don't know that the toys presented in a commercial may be hyper-glamorized on TV compared to the quality of the real thing.

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Kids are on the Internet and marketers are there waiting for them, big time.
Online marketing is light-years ahead of the television, radio, billboard and magazine advertising we're used to.
In the history of advertising, there has never been a medium like the Net -- a medium with the ability to engage and target individual, young consumers.
Children heavily engaged in games and contests are known to enter a kind of "flow state" that researchers say renders them especially vulnerable to suggestion.
A Neilson survey may give an advertiser a profile of their audience -- age-wise and maybe gender-wise -- but individual children are anonymous.

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Because children spend 20 percent of their time in schools, advertisers have been eager to pursue school-based marketing in many forms.
It offers an interesting look at how advertisers influence the quality of TV and how they can use that power to improve children's television experience.
Television Violence: A Review of the Effects on Children of Different Ages.by: Wendy L. Josephson Ph.D.
The Effects of Electronic Media On A Developing Brain Screenagers emotionally understand electronic media in ways that adults don't --as a viral replicating cultural reality, instead of as a mere communicator of events.
This article by Center for Media Education co-founder and President Kathryn C.Montgomery, examines the implications of the Internet and new technologies for children, in particular with respect to interactive education.

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McDonald's argue that their advertising is no worse than anyone else's and that they adhere to all the advertising codes in each country.
Why do McDonald's sponsor so many school events and learning programmes?
Defendants' case Opening speech in the McLibel Trial Defence on advertising.
McLibel witnesses Complete list of witnesses DF - S. Dibb, National Food Alliance - CHILDREN, UNETHICAL DF - S. Gardener, Asst.
press articles Index of press cuttings McDonald's 'Exploiting Children' Reading, Writing and McDonald's A Burger and Fries for Class Spying Eyes Children Told - 'Come To School and Win A Burger' McDonald's Teaching Aid Is Brainwahing Primary School Kids Being Bribed To Grass On School Vandals McDonald's 'Exploiting Children' Reading, Writing and McDonald's A Burger and Fries for Class Spying Eyes Children Told - 'Come To School and Win A Burger' McDonald's Teaching Aid Is Brainwahing Reading, writing, McDonald's Daily Post North Wales; 12 Dec 12 94 Burger bribery London Tonight, 15 Feb 95 Doctors Say McDonald's Lies in Kids Promotion Kelloggs / McDonald's Link Up 15th Sept 96; USA Learning The Value of a Burger The Independent (UK); 19 Dec 96 Fears over McDonald's school sponsorship deal Sydney Morning Herald; 13th Dec 96 Dairy Queen Targets Teens Toronto Globe and Mail; 7th Feb 1997 Battle of the Coco Pops Guardian; 27 Jan 97 Advertising to children - UK the worst in Europe Food Magazine; Jan/Feb 97 Minneapolis Advertising Agency Quits McDonald's Corp.s Account Tribune Business News; 1st Feb 1997 McDonald's targets rivals French Fries through TV adMcDonald's resort to 'negative' advertising.

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Some of you may have noticed that commercial messages have been appearing in washrooms across the country and my university is no exception.
So, with my face five inches from one of these ads (located above the urinal), I had a stroke of brilliance - to hire myself out as a walking advertisement.
Their website states that these commercials are: "On walls; In entrances; Above payphones; Even above the urinals".
Shaving an advertiser's logo into the side of my head (both sides costs extra) will bring a pretty penny.
Diane, whose speech seemed to be pre-programmed, concluded the call with one cautionary note, expressing concern that this type of advertising might be "a little too overbearing".

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