Synthesizing Essay

Topics: Brand, Advertising, Marketing Pages: 6 (1345 words) Published: April 17, 2014


Synthesizing Advertising and Marketing Techniques Geared Towards Young Consumer

There are a numerous number of well-known corporations that spend over millions of dollars each year in marketing and advertising. Of this amount, an enormous quantity is spent on marketing and advertising directly to children. Corporations have recognized the impact children make when it comes to influencing their parents to purchase a particular product for them. Therefore, a large portion of marketing and advertising is focused on the child consumer rather than the adult consumer. Children younger than eight years of age are lacking cognitive skills and are therefore easily persuaded by the advertisements making them an easy target (Calvert 205). Over the decades corporations have utilized television, branding, children clubs and mascots as ways of enticing the young consumer. Marketing towards children means making sure their product is appealing and catches the attention of the young consumer in order for them to want to go out and purchase that particular product, by purchasing an item themselves or influencing a parent to purchase it for them (Acuff 407) Corporations are interested in boosting their sales. Having a successful marking and advertising strategy will lead to a thriving corporation and rapid growth. However, for parents, this demonstrates a struggle to set parameters at home. Parents could often find it challenging to take their children out to run errands. Relentless begging or pestering by their children parents can be exhausting when waiting in the check line. In the essay, Kids Kustomers by Eric Schlosser, he states “the aim of most children’s advertising is straightforward: get kids to nag their parents and nag them well.” (521) How is it possible for these young consumers to have so much power without having any money? Television, branding, children clubs and mascots are the marketing efforts that are being used to target our children and they have been very effective. Advertising and the power it has over children twenty five years ago is completely different than it is today. Only a hand full of companies were aiming their advertising at children which included, “McDonald’s, Disney , candy makers, toy makers, manufactures of breakfast cereal.” (Schlosser 519) Today children are being targeted by companies that are out to make a profit. According to Giroux he believes that promoting aggressive marekting techniques only influences children to be come active consumers. (96) The 1980’s was referred to as “the decade of child consumer.” (Schlosser 519) Due to the number of companies opening up children divisions within their orgainzation now focus solely on children advertising. Having realized children will recognize brand logo before they recognize their own name, advertising has become very powerful. Brand items may consist of a variety of things, such as a symbol, sign, slogan, design, character or even a combination of one or more of the items. Children are exposed to name brands such as food, toys, and clothing as early a birth. (Ji 604) As children age they will become exposed to more and more brands and often influence their parents to purchase a particular brand, either by their parents or peers. Brand items are recognized by many different ages of people, it is often the young child who is going to recall a particular brand very quickly, especially if the brand represents fun. Parents, if you’re that lucky person you will be nagged to death until you fulfill the child’s desire of purchasing that item. Branding does not stop in their youth but will continue to be in one’s life throughout their adulthood. For an example, when a person is leaning toward purchasing an automobile, cellular phone, or airline ticket he or she will recall a brand that perhaps they have had previous experience with or prefer to go with based on how their branding logo appeals to them.

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Cited: Acuff, Dan S., and Robert H. Reiher, What Kids Buy and Why: The psychology of Marketing to
Kids. New York: Free, 1997. Print.
Calvert, Sandra L. “Children As Consumers: Advertising And Marketing.” Future of Children
18.1 (2008): 205-234 SocINDEX with full text Web. 22 Mar. 2014.
Giroux, Henry A. and Grace Pollock. The Mouse that Roared. Lanham: Rowman & Littlefield
Publishers, Inc., 2010. 91-132. Print
McNeal, James U. Kids as Customers: A Handbook of Marketing to Children. New York:
Lexington, 1992. Print.
Postman, Neil. “Television as Teacher.” From Inquiry to Academic Writing. Ed. Stuart Greene and April Lidinsky. Boston: Bedford/St. Martin 's, 2012. 425. Print.
Schlosser, Eric. “Kid Kustomers.” From Inquiry to Academic Writing. Ed. Stuart Greene and April Lidinsky. Boston: Bedford/St. Martin 's, 2012. 520-526. Print.
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