Appealing to children through marketing persuasion
I have chosen 3 articles from the lecture of week 10. Elliott is the author of the first reading, his article ‘Packing Fun: Analyzing Supermarket Food Messages Targeted at Children’ talks about that in recent times, food marketing for kids is often dealt with, in a constrained fashion (Elliot, 2012). This is done through the use of marketing strategies appealing to children so that young consumers consume their products. In the article of ‘In Online Games, a Path to Young Consumers’, the author Richtel mentioned that how food companies use online games to encourage children purchase their product (Richtel, 2011). Gertner emphases that mother could play the vital role in marketing for children in the article ‘Hey Mom, Is IT O.K. If These Guys Market Stuff to Us?’ (Gertner, 2004). This essay consists of the discussion and analysis of the strategies used in order to appeal and attract child consumer base by relating personal experiences in order to support the arguments that are made.
Throughout the reading from Elliott, it mainly focused on how food packaging and foods are targeted towards children to encourage consumption (Elliot, 2012). The technique of marketing “fun” is the key strategy used in appealing to child consumers. This has led companies to apply the use of interesting and attractive packaging methods for child related-food products (Elliot, 2012). Foods that target children usually contain bright colours, cartoon/ media figures, large written text and nutritional claims in order to attract the attention of children (Elliot, 2012). Many children’s food packages used these popular colours and cartoonish font or cartoon figures because it is a powerful way to showcase the identity and characteristics of child related foods. For example, when we walking around in the Loblaws, we can easily identity where is the children’s food section. Various containers printed Mickey Mouse, Hello Kitty, or Spongebob...
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