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The tricky business of advertising to children (at the moment: marketers…
The tricky business of advertising to children
Is marketing to children harmful or a useful tool for teaching critical analysis?
at the moment: marketers are interested in children's stomachs
the fast-food company
Subway
has agreed to spend 41m dollars over 3 years to promote a healthy-eating program aimed at children
issue: Subway's offerings are still being directly marketed to children
there's no moral, ethical, or social justification for marketing any product to children (the director of the campaign for a Commercial-Free Childhood's opinion)
Advertising healthier foods to children is problematic. We want children to develop a healthy relationship to nutrition and to the foods that they consume. Advertising trains kids to choose products not for the actual value of the product, but because celebrity or what's on the package
for Susan Linn: Advertising in and of itself is harmful to children
marketing targets emotions, not intellect
restrictions
in the US: the marketing industry is self-regulated, there are only a few restrictions
In UK: some restrictions
some rules (often self-imposed by the advertising industry): you cannot make a child feel inferior or unpopular for not buying a product / you can't take advantage of their credulity
in the UK: there aren't lots of complaints made by parents
Sweden, Norwy, Quebec: they bar marketing to children
Linn suggests Subway's better nutrition campaign may be yet another tool for eating away at the core values of society
advertising erodes children's creative play which is the foundation of learning creativity and constructive problem solving, both of which are essential to a democratic society
enemy-of-my-enemy-is-my-friend strategy ??
advertising campaign with the slogan: ''Playtime: Powered by Veggies'': Subway's most aggressive child marketing attempt
it is allying itself with Michelle Obama's campaign against childhood obesity
negative consequences
advertising contributes to a host of ills, from childhood obesity and poor impulse control to precocious sexuality
US: the average child watches around 160000 TV adverts per year
solution: teaching children how to understand the media messages that constantly barrage them
Media Smart: an organisation, approaches the issue of child marketing from the perspective of education
helps to understand children what advertising is, how advertising works, what its intentions are, and how to be critical of it
seeking to whiled children completely from advertising doesn't seem to be a helpful strategy
advertising so can be a useful tool for teaching children to be cynical&careful consumers of cultural messages
teach children critical thinking skills
Linn's opinion: Children can't protect themselves from advertising! (If you think that: you're naïve)
issue: children are not capable of understanding the ''commercial intent'' of advertising until they reach the age of 12