If you want to get at the roots of contemporary advertising, you may need to go back about 2, years. It was Aristotle who first coined the three artistic proofs that are at heart of rhetoric and persuasive argument, which, in turn, are the foundation of getting people to buy what you have to sell:
Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing having children until later in life mean that families have more disposable income.
For example, in the late s the advertising firm Saatchi and Saatchi hired cultural anthropologists to study children engaging with digital technology at home in order to figure out how best to engage them with brands and products. According to Klein, the mids saw the birth of a new kind of corporation—Nike, Calvin Klein, Tommy Hilfiger, to name a few—which changed their primary corporate focus from producing products to creating an image for their brand name.
By moving their manufacturing operations to countries with cheap labour, they freed up money to create their powerful marketing messages. Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships.
According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it.
Corporations realize the power of the school environment for promoting their name and products. A school setting delivers a captive youth audience and implies the endorsement of teachers and the educational system.
Advertising posted in classrooms, school buses, on computers, etc. Contests and incentive programs: In addition, companies are also recognizing the advantages of developing positive brand associations through facilitating school field trips.
This is seen as a win-win situation by many educators and retailers because it lets children have hands-on experiences outside their classrooms, while building positive associations between companies, students and their parents and teachers.
The marketing of adult entertainment to children has been, and continues to be, an ongoing issue between government regulators and various media industries. In a report released inthe U. Federal Trade Commission FTC took movie, music and video games industries to task for routinely marketing violent entertainment to young children.
Subsequent reports since then have shown that although advances have been made — particularly within the video game industry — there are still many outstanding concerns relating to the frequency that adult-oriented entertainment is marketed to children and the ease with which many under-age youth are able to access adult-rated games, movies and music.
The real challenge is that promotion of adult-oriented entertainment does not necessarily fall within the parameters outlined by regulatory agencies such as the FTC. Marketers following youth trends to the bank, The Washington Post, April 19, More Companies Market Directly to Kids.Appealing to your audience's emotions can be achieved through strong imagery, impactful text or powerful music.
An emotional advertising appeal depends more on feelings and perceptions than logic or reason to provoke action. Appealing to Children Through Marketing Persuasion I have chosen 3 articles from the lecture of week 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.
Finally, the growth in marketing efforts targeting children has seemingly fueled an increase in the industry’s use of applied psychologists working as marketing researchers or consultants to enhance the persuasive effect of child-oriented advertising campaigns. Jun 30, · What they have in common is persuasion in advertising.
Follow their lead. it is attempting to persuade you through ethos. and still others brought children into the mix speaking to the. Section 2. Using Principles of Persuasion.
Chapter 6 Sections. Section 1. Developing a Plan for Communication Some of those messages we deflect or ignore. Others get through and are successful, sometimes despite our own best intentions.
But it's not just others who are sending persuasive messages. Advertisers marketing vitamin. This latter method appeals to parents’ desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids.
The marriage of psychology and marketing. To effectively market to children, advertisers need to know what makes kids tick.