Area 6 - child Flashcards
what was Valkenburg’s theory
intentional- adverts designed to produce brand awareness
unintentional- mostly negative, makes children more materialised, parent-child conflict
what did Macklin do
experimented where children were shown series of ads in controlled conditions
found 65% of 5 year olds could recognise a cereal brand after seeing just one ad
what did dubow say
greater effect for teenagers than adults - adverts
what did Kunkel and castonguay say the two reasons were for age effect
young children unbale to tell difference between ads and programmes
children don’t understand what persuasive intent is
what did Valkenburg and cantor say about parent-child conflict
arises out of pestering power - demands parent buys it
it is inevitable as children make lots of requests that cannot all be filled
pestering may be intentional but family conflict may not be
What did Hodden do
Observed 2 year olds purchase requests during a 25 min supermarket trip
Children requested 18 times but sometimes non-verbal by pointing etc
What’s meant by social comparison theory
Children in adverts are fulfilled by product and children feel dissatisfaction of what they have because contrast is overwhelming
When are most children disappointed with products
Christmas - only use toy for a few mins - children become cynical of promises made by adverts
What did Macklin and Kobe do
Content analysis of 64 children adverts
8 judges rated ads for gender roles in terms of characteristics demonstrated in ad - little changes from 2000’s that boys are more active and girls more passive
What did Blackmore and canters say about types of toys
Stereotypical roles - girls - attractive physical appearance and domesticity
Boys - active, competition , battle , destruction
What did Owen and pardon say about language aids in ads
Analysed voice of narrative girls (bratz), boys (Batman)
Girls - fantasy and appearance - sparkly , dreamy
Boys- aggression and power-reference to science
Language in ads can effect gender stereotypes at critical age
What did bandura say about gender stereotypes
Roles are learnt from media models , imitation,identification, vicarious reinforcement - got to identify with them
What rule does UK have about models in adverts
No celebrities during children’s TV programmes
- what’s stopping them from watching adult ones ?
What did Owen and pardon say about gender stereotyped language becoming normalised
Children can’t evaluate so how they perceive gender roles becomes normalised
What was said about racial stereotyping
Research in USA focused on African-American which were absent from tv ads , it has increased but appear in stereotypical roles such as music, athlete rather than science
What did halford say about childhood obesity
Found obese children were able to recognise more foods related ads than non obese so had a greater food intake
What did gorn and goldberg do in terms of childhood obesity and what did they find
3 groups of American children from summer camp with different food ads
Group 1 - fizzy drinks and sweets
2- fruit and fruit juice
3- healthy foods
Do - choice of food from range covered in ads
Children in group 1 had more sweets
What did birch and anzmen argue
Effects are indirect - attitudes towards food , not them wanting the food
What is the background of Johnson and young
Ads act as a cultural resource for children including training children as consumers and model how to act , models linked to gender
What is the first aim of Johnson and young
Is language of ads aimed at preschool, early elementary school children scripted different for boys and girls
What is the second aim of Johnson and young
How is gender used as a discourse code to link products to gender bias
What is the sample of Johnson and young
478 Nickelodeon commercials from American channels in 1996,7,9
What is the procedure of Johnson and young in terms of gendered voices
Analysis of discourse on 4 aspects on gendered voice- voice overs , verbal elements , speaking lines given to girls and boys , use of word power in boys ads
