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Media-proof your kids (part 1) (popular marketing strategies (children)…
Media-proof your kids (part 1)
popular marketing strategies
(children)
KAGOY
Kids are growing older younger
instead of using their imagination, today's children are encouraged to want all sorts of paraphernalia, from fully equipped hairdressing salons to mini-briefcases
children's natural yearning to be more grown-up is exploited
for girls: Bratz dolls : the new 'Barbies' (the Secret Date Colletion, pairs each Bratz girl with a Bratz boy & includes two champagne glasses and several date-night accessoires
there's a now a massive fashion industry for children of all ages, with styles that are increasingly adult (including 'sexy' underwear for little girls
issue: small children now have problems with body image
turn children into rampant consumers by homing in on their natural urge to collect things
Pokemon
endless ranges of collectibles to covet
The culture of cool
issue: creates rules for the playground
children's friendships and relationships are influenced by what they own
in the past: playground culture has always existed, but it used to be children's own private world, the children maintained control even if it was influenced by children's books, comics/the media
Kids as customers
3 key reasons for business to invest heavily in marketing to children
pester power
: children are having ever greater influence on the family purchases, parents often give in to pester power to keep the peace on shopping trips
guilt money
: for marketers: wino-win situation: parents long working hours so they buy their children toys to assuage their guilt
brand loyalty
: marketers try to win children's attention for their brands, because there's a chance that they stay loyal for life, easy to convince children that a certain brand can make them happier and more successful
You are what you own
convince children that their lives will be better if they own a certain product
Money can't buy me love
adults are usually well aware how marketers constantly target us, but young children con't understand the marketing strategies
children are being set up for a lifetime of consumer-driven unhappiness
BUT: it's suggested that once people's basic material needs are met, real happiness comes not from owning more and more stuff but from: strong relationships, personal achievement
past VS now
now
: it has become a multi-million-pound business
children are now targeted not only through TV ads, but via Internet pop-ups, e-mail, product placements in programmes and on websites
the electronic media allow lots of opportunities for 2 great learning devices: imitation and repetition
past
: marketing to children was a relatively low-budget affair (toys & sweets)
education consultant Sue Palmer
gender distinctions in marketing
girls: girly-pink, cute animals
boys: lured to the mechanical, quirky, competitive