Marketing Effects On Children

.. ertising that they are having a clearance sale on all rooms of furniture and that there are no payments until January 2001. There were no characters in the Rooms to Go ad, only the sales message in bright yellow. There were four automotive commercials within this time period – two luxury cars, one truck, and one economy car. The first ad was for the Century Buick. It featured a gentleman in the back seat of the car with a family driving around on vacation, with pop music in the background, showing how much fun the car was and comparing the car to having the most headroom in its class.

The Oldsmobile was a completely different commercial showing the driver being alone listening to classical music enjoying the car on a fantastic day of driving, long winding roads and no traffic. The Chevy S-10 truck let you know that if you are the outdoors type and like to listen to rock music and be adventurous with your vehicle that a Chevy can handle anything. Finally, the Toyota ad was based on safety and how it’s mini van is safer than any other car in its class. During this slot of television time we believe that the audience ages range from eight years and up. America’s Funniest Videos can be classified as a family viewed show. Programs that every one would sit down and watch the parents and children together.

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The advertisements within that time slot fit perfectly. Even towards the beginning of the show there are more products advertised focusing on children. The kids’ spots had some type of incentive to the product where you felt like you were brushing your teeth with Tarzan or you could get rewarded with WCW trading card. This seems to be implying that there must always be some incentive to do anything, even when it should be ones own desire not to have rotten teeth, that should make them brush their teeth. Even the adult ads that were placed strategically within this time where making the viewer aware of the rewards of the product.

Not blantly but enough so you just might think that if you drive a Chevy S-10 Pick Up you will be rewarded with the time to take your truck to the Grand Canyon instead of just sitting on the highway. The Glades plug-ins is the same reasoning if you use this product your bathroom can be use 100 times and smell just as fresh. You could actually have the time to stand in the hall and watch people use your bathroom without having to clean it. Values are a set of shared beliefs and norms. A person’s set of value plays a very important role in consumption activities.

Many products and services are purchased because people believe these products will help attain a value-related goal. Different cultures encourage conformity to a greater or lesser degree. Every culture has a set of values that it imparts to its members. For example, people in one culture might feel that being a unique individual is preferable to subordinating one’s identity to the group. Advertisers use these different cultures, beliefs and norms to their advantage when promoting a product or service. Children are very inexperienced, innocent and are easily influenced by the things they see on television that over a period of time they start to believe what they see and hear.

This is definitely what advertisers want. They want to make sure these children remember their products for life so they exaggerate the ads, making it easier for children to relate to them. Take for example, the “Chucky Cheese” ad. A child with an untidy room hears his mom said that they are going to Chucky Cheese and in an instant he cleans his room and ends up at Chucky Cheese. Children should be rewarded for their hard work especially when they have out done themselves.

Cleaning their room that is a part of their everyday chore is not a reason to be rewarded. Each time this child cleans his room, he will want to go to Chucky Cheese as a reward for his good efforts. The child will remember clean room and associate that with going to Chucky Cheese. Marketers don’t care really what you did to end up in Chucky Cheese, what matters is that you are there. Psychologist Abraham Mazlow, developed an approach to understanding personal growth and the attainment of peak experiences.

He formulated a hierarchy of biogenic and psychongenic needs, in which levels of motives are specified from physiological need to self-actualization. Marketers have adapted this universal approach to motivation because it indirectly specifies certain types of product benefits children might be looking for, depending on the different stages in their development and or their environmental conditions. Ideally, children begin to format their lives into these ads that over a period of time they begin loose perception on what is real and what is not. The shampoo ad basically tells children that if they use that brand of shampoo they not only have beautiful manageable hair but also they will be able to skate in the air, dance like professional dancers and so forth. Naturally, the children want to be accepted among the norms so they want to use this type of shampoo.

It encourages them to be sociable and give them a sense of belonging. Most of the ads during children’s programs are one-sided appeals. A great percentage of the ads shown is for toys and food such as, are cereal and candy. The message in these ads is basically how great the product is or what the product can do for you. It never states that eating too much candy will lead to cavities or that eating as excessive amount of candy can make the some children a little hyper-active than others.

All children see is something that is great for them or something that will make them become cool. There are certain consumers who have specific needs or goals and marketers focus on these attributes to help them achieve their potential. Most consumers these days have a need for affiliation. This need would be relevant to products and services that are consumed in groups and alleviate loneliness, such as team sports and shopping malls. Many products and services also allow children to feel that they have control over their surroundings or accentuate a consumer’s distinctive identity. For example, a brand of clothing (Guess) claims to be as “individual as you are.” Based on our observations, the relationship between advertising and consumers’ values are somewhat similar. Most of the advertisements on television are about what consumers want or would like to have. Advertisements are based on consumers’ values and marketers perception of what they think the consumers’ values are.

Consumers are significantly influenced by the actions of marketers. Much of what they learn about the world his filtered through marketers via advertising. Ads show consumers how to act with regard to recycling, drug and alcohol abuse, and even the type of cars and houses we might wish to own. Products are designed to meet existing needs, and advertising only helps to communicate their availability. Consumers are led to believe through advertising that the products have magical properties; product will do special and mysterious things for consumers in a way that will transform their lives. It provides simple, anxiety-reducing answers to complex problems.

Having watched the television ads and really paying attention to what the products are and what the ad is trying to get across, we have learned through observation that a lot of the ads have instilled the value of fairy tail living and no consequences. They seem to never show you the person having to make time to scrub the bathroom twice a week or the person having to be stuck in traffic, or working to make the car payment and insurance payment. They show only how much easier you think your life will become after using their product and how everything comes so easy with no work involved. It has been said that Americans are getting lazy, fatter and more in debt today. Television and ads are implying that this is exactly what we are supposed to be doing.

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