Commodifying Children Through Cartoon

Topics: Mass media, Sociology, Media studies Pages: 18 (5803 words) Published: March 24, 2013
2. Abstract
Cartoons are the most frequent, popular and easily accessible source of entertainment to children. Because in today‘s world cartoon industry is one of the most successful and bustling industries in the global market various multinational corporate companies using cartoon in order to attract and influence children to buy their commodity. The present study on ― Commodifying Children through Cartoon: An Anthropological Research on Bangladeshi Children living in Urban Area‖ aims to find out how various corporate and international company using cartoon to immerse young children with commodity and into popular culture and what kind of effects children show as they begin to associate themselves with more materialistic possessions. For gaining in-depth understanding of the situation several anthropological methods such as observation, informal interviews, Participatory Urban Appraisal, Focus Group Discussion, Questionnaire Survey will be carried out for this study and also Secondary data will be used to support the research study. From this study researcher is expecting to find out that there is a relationship between cartoon endorsement and children impulse buying. It means when a children sees a cartoon endorsed products he/she insists to buy the product.

Key words: Cartoon, Children, Commodity, Impulse buying, Corporate Company, Popular culture, Globalization.

3. Introduction:
In Today‘s World Consumerism is fundamental to society. The marketing industry is integral to the economy and includes countless businesses and corporations that compete vigorously to survive and increase profits. Therefore they must use marketing strategies that will convince people to buy their products. Over the years, marketing strategies have developed into complicated psychologically targeted persuasive techniques for persuading, manipulating, and altering consumer perceptions. Furthermore, as corporations have advanced their understanding of marketing, they have also begun to follow people‘s social trends and focus their attention on audiences that wield the most power and money. Over the years, this focus has turned toward children. Marketers now see children as potential and lucrative consumers who can be influenced through media to desire certain products and to either buy or persuade their parents to purchase for them. Because most of the children watch cartoon in their leisure time big corporate company are now using cartoon to sell their product. Over the last several years, child-directed advertising has grown exponentially. These increases indicate that corporations believe in their marketing strategies and therefore continue to invest in them to increase their profits. And for good reason: consumers respond. Children spend on average twenty hours in front of TV in a week and see hundreds of advertisement related to child product. In effect, previous researches have shown that when children reach first grade, they have received an average of 50 new toys a year and can recognize approximately 30 name brands. By age six, girls begin immersing themselves into popular culture, while boys already show interest in masculine commercials and violent video games. This immersion of young children into popular culture consequently has some startling effects as children begin to associate themselves with products and demand more materialistic possessions. There are a few grounds or open space left in urban area of Bangladesh in which children can play. As a result children are spending most of their time in home watching TV especially watching cartoon related program. As the numbers of channels have increased in the recent years so as the Cartoon and advertisement related to cartoon which have allowed the companies to directly access their desired target market. In Bangladesh - Cartoon Network, Disney, Nickelodeon, Pogo and Disney XD provide such platform to the companies to reach the children market. Marketers advertise their...
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