Marketers are sentient that advertising will be more thriving if they can plea both to children and their parents. Advertisers support children to view products such as toys as fun, whereas parents are approached via a more educational way to influence them to think toys as learning tools. The developmental stages of children are recognizable to marketers and notify subsequent promotional activities. For instance, toys might be advertised to positive age groups as ration to progress abilities such as thinking, social skills, motor skills, or character development.
According to Szymanski (2002), however, the plea that is most striking to children is simply fun. The use of celebrities is general in advertising. The intent is for the completely perceived characteristics of the celebrity to be relocated to the advertised product and for the two to turn out to be mechanically linked in the audience’s mind. In children’s marketing, the “celebrities” are often animated figures from admired cartoons such as the Flintstones or Disney characters.
In the current past, the part of celebrities in advertising to children has often been conflated with the notion of host selling. Concerning the facade of celebrities who do not trait in surrounding programs, the substantiation is mixed. Atkin (1980) found that children consider that characters such as Fred Flintstone and Barney Rubble know about cereals and accept them as convincing sources of nutritional information. This finding was especially marked for heavy viewers of television.
Additionally, children feel authenticated in their selection of product when a celebrity endorses that product (Bandyopadhyay et al. , 2001). Particular effects used in children’s advertising comprise sound techniques, speeded-up action, and energetic figures interrelating with real children. Such techniques gain children’s attention and instill the products with anticipation. though, they can as well mislead children into expectant certain results from using or eating the attributed products, especially while the child is too young to distinguish the techniques implicated.
dissatisfaction with advertised products not living up to their thrilling image is apparent in children as young as eight. Global Food Company Kraft has announced a series of measures aimed to reduce pester power by kids for unhealthy foods. In an announcement from the company’s US headquarters this week Kraft said that it would phase out advertising any food on children’s TV that did not meet certain nutrition requirements and concentrate marketing its full range at parents only.