Advertising to Kids
_ When we are first born we learn to trust our parents. We are then taught to respect authority figures. Dr. Robert Levine a professor and former chairperson of the psychology department at California State University argues that this is a strategy in advertising. A study in his book, The Power of Persuasion, shows "that Americans are particularly susceptible to three types of authority symbols: titles, clothing and luxury cars" (Levine 31). Marketers use the title Dr.because children are taught to trust doctors. An example is when the surgeon general of the United States, Everett Koop announced that people should use condoms to reduce the transmit of AIDS. After his announcement sales went sky high. "A simple okay from Koop was exponentially more effective than any marketing campaign the good folks from Trojan could have paid for" (32).
Children's vulnerability helps the advertising industry succeed. Advertisers choose to target children for many reasons. The main reason is the ease of persuading. children are at higher risk of vulnerability. In turn results in gullibility and BINGO...The advertisement was a success! Children do not see them selves as vulnerable or easily persuaded. A study conducted by Dr. Levine reveals the level of vulnerability involved in teens. When teen were asked about their personality characteristics in this study, "50% of students said they're less naive than the average student their age and gender; only 22% said they're more naive than average" (Levine 12). Teens seem to think they can not be manipulated by anything including ads. In this study, "77% said they're more aware than average of how groups manipulate people;only 3% said they're below average" (Levine 13).
The idea of persuasion causes us as human beings to automatically step back and become offensive. "I can not be persuaded, I am strong and educated". You may be educated but how strong are you really? As Robert Levine states in his book, Power of Persuasion. "Almost everyone holds the misguided belief that advertisements dont effect them, dont shape their attitudes, dont help define their dreams" (18). Advertising is a sneaky form of persuasion and advertisers achieve it very well. This is the reason why children are the main target for many advertisements. Daniel Acuff and Robert Reiher argue that "young people are more vulnerable than adults to their environment" (2). Acuff and Reiher identify this concept as the sitting duck psychology, "We call children sitting ducks because, by the natural evolution of their developmental capabilities, they can be defenseless against the influence of advertising and programming" (2).
Advertisements affect children differently than adults because children take in what they see and hear and react to the stimulation much different than an adult would. Advertisers use different techniques to persuade the different audiences. "These individual differences are what psychologists call traits (Levine 17). An article found in the Boston Globe argues that ads seduce kids. It is much easier to persuade children/teens because they are influenced easier than adults, "The typical Saturday morning TV commercial comes on, pushing a toy. Mom is thinking, "What a waste of money. He'd be bored with this in 10 minutes." Her 4-year-old is thinking, "What a cool toy! I want it!" (Meltz). The 4-year-old boy's reaction to this commercial is different than his mothers because of the persuasion involved. There are a few dangerous effects of advertising to children including obesity. Click here to learn more about childhood obesity caused by advertisements.
Children's vulnerability helps the advertising industry succeed. Advertisers choose to target children for many reasons. The main reason is the ease of persuading. children are at higher risk of vulnerability. In turn results in gullibility and BINGO...The advertisement was a success! Children do not see them selves as vulnerable or easily persuaded. A study conducted by Dr. Levine reveals the level of vulnerability involved in teens. When teen were asked about their personality characteristics in this study, "50% of students said they're less naive than the average student their age and gender; only 22% said they're more naive than average" (Levine 12). Teens seem to think they can not be manipulated by anything including ads. In this study, "77% said they're more aware than average of how groups manipulate people;only 3% said they're below average" (Levine 13).
The idea of persuasion causes us as human beings to automatically step back and become offensive. "I can not be persuaded, I am strong and educated". You may be educated but how strong are you really? As Robert Levine states in his book, Power of Persuasion. "Almost everyone holds the misguided belief that advertisements dont effect them, dont shape their attitudes, dont help define their dreams" (18). Advertising is a sneaky form of persuasion and advertisers achieve it very well. This is the reason why children are the main target for many advertisements. Daniel Acuff and Robert Reiher argue that "young people are more vulnerable than adults to their environment" (2). Acuff and Reiher identify this concept as the sitting duck psychology, "We call children sitting ducks because, by the natural evolution of their developmental capabilities, they can be defenseless against the influence of advertising and programming" (2).
Advertisements affect children differently than adults because children take in what they see and hear and react to the stimulation much different than an adult would. Advertisers use different techniques to persuade the different audiences. "These individual differences are what psychologists call traits (Levine 17). An article found in the Boston Globe argues that ads seduce kids. It is much easier to persuade children/teens because they are influenced easier than adults, "The typical Saturday morning TV commercial comes on, pushing a toy. Mom is thinking, "What a waste of money. He'd be bored with this in 10 minutes." Her 4-year-old is thinking, "What a cool toy! I want it!" (Meltz). The 4-year-old boy's reaction to this commercial is different than his mothers because of the persuasion involved. There are a few dangerous effects of advertising to children including obesity. Click here to learn more about childhood obesity caused by advertisements.