What do children do when they come home from school with no parental supervision? What about when parents are tired from a long day of work and feeling guilty for not being accessible to their children? In the article “Kids Kustomers,” by Eric Schlosser, he discussed how advertisements are the works of advertisings companies to evoke a brand loyalty and how children are being targeted by the advertising companies to reach into their parents’ wallets. He speaks about television being a huge source of advertisement directed at children. He shows research on how children can recognize different characters and how it influences the children to encourage their parents to purchase those brands. While most would agree with this author about television
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How children comprehend these ploys are important to understand. Cognitive skills as defined the ability to gain meaning from experience and information. Different age groups will the ability to understand advertisements to deeper depths. A report found “a three-stage consumer socialization process for children: ‘perceptual’ stage, age 3-7; ‘analytical stage, age 7-11; and ‘reflective’ stage, 11-16” (as cited in Nairn & Fine, 2008 p. 449) “It appears that most children do not develop a conceptual understanding of the selling intent of advertising until at least 8 years of age. Full comprehension say not occur until 11 years of age.” (Brucks, Goldberg, & Armstrong, 1986) Children under the age of 11 do not have cognitive defenses yet, or the skill to understand the selling intention of advertising. This means children under the age of eight are able to identify an advertisment by the shortness of the spiel. Whereas, children over the age of eight have the ability to understand that the spiel is trying to sell something to them, however, children over 11 know an advertisment is selling something to them. Older children are able to ask for selections based on their preference, and smaller children will override their preference for the influence of an advertisement. …show more content…
The whole purpose of advertisements and advertising companies’ business is; to have customers buy repeatedly; a brand they love. As Schlosser mentioned “companies plan “cradle-to-grave” advertising strategies” (Schlosser, 2012 p. 520) This is a strategy that focuses on marketing to chilren in hope to create loyal customers for duration of the products life. This was started in the 1980 with expectations that those children would continue to buy those same products when they became adults and parents, however, those parents are starting to feel backstabbed by those companies. Advertisers have started creating “moment marketing.” (Llopis, 2014) Which was created to make a profit faster than build loyal customers. By advertisers doing this, it has removed the emotional connections built between the consumers and brand. Parents aren’t as brand loyal as they once were because of the lack of
How children comprehend these ploys are important to understand. Cognitive skills as defined the ability to gain meaning from experience and information. Different age groups will the ability to understand advertisements to deeper depths. A report found “a three-stage consumer socialization process for children: ‘perceptual’ stage, age 3-7; ‘analytical stage, age 7-11; and ‘reflective’ stage, 11-16” (as cited in Nairn & Fine, 2008 p. 449) “It appears that most children do not develop a conceptual understanding of the selling intent of advertising until at least 8 years of age. Full comprehension say not occur until 11 years of age.” (Brucks, Goldberg, & Armstrong, 1986) Children under the age of 11 do not have cognitive defenses yet, or the skill to understand the selling intention of advertising. This means children under the age of eight are able to identify an advertisment by the shortness of the spiel. Whereas, children over the age of eight have the ability to understand that the spiel is trying to sell something to them, however, children over 11 know an advertisment is selling something to them. Older children are able to ask for selections based on their preference, and smaller children will override their preference for the influence of an advertisement. …show more content…
The whole purpose of advertisements and advertising companies’ business is; to have customers buy repeatedly; a brand they love. As Schlosser mentioned “companies plan “cradle-to-grave” advertising strategies” (Schlosser, 2012 p. 520) This is a strategy that focuses on marketing to chilren in hope to create loyal customers for duration of the products life. This was started in the 1980 with expectations that those children would continue to buy those same products when they became adults and parents, however, those parents are starting to feel backstabbed by those companies. Advertisers have started creating “moment marketing.” (Llopis, 2014) Which was created to make a profit faster than build loyal customers. By advertisers doing this, it has removed the emotional connections built between the consumers and brand. Parents aren’t as brand loyal as they once were because of the lack of