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
What is the procedure of Johnson and young in terms of targeting ads
Placed into 5 product categories
Food, toys , education, public services, recreational facilities and video production
How many ads were toys, different and repeated
188 toys , 147 different (44%) repeats
How were the ads categorised
Ads targeted towards boys in which boys were portrayed
Ads targeted towards girls in which girls were portrayed
Ads targeted at boys and girls because both were portrayed as no gender context
Add
How were the voice overs considered gendered
Gender of the actually voice over and if the gender of the voice was exaggerated e.g males aggressive voice
How was the use of verbs in adverts classified
Action verbs - crawl/fly
Competition/ destruction elements
Agency/ control elements
Feeling and nurturing verbs
What were the results of gendered voice in ads
21% of ads aimed at boys contained the word power, used 48 times whereas only once in girls
What were the results of targeting
More ads aimed at boys , few aimed at both
Names given to toys were gender polarised - baby, hero
What were the results of voice overs effect on ads
All ads have voice overs , male in all boy ads , female in girl ads 87% of girl ads exaggerated voice , males 80%
What were the results of verb elements
Nurturing- girls - linked to mothering
Conception/ destructive - boys
No difference in number of action words
What is a conclusion of Johnson and young
Type of toys used in ads reinforce radiantly gender stereotypes
Gender polarising language is still presented for children to model
Advertises exaggerate gender voices , unlike adults children take this face on
what is meant by a total ban and what is the website the website used in the UK
UK want to follow Norway’s complete ban on adverts for children as the believe there is no moral, ethical or social justification for marketing products to children
CFCC- website containing events and campaigns for parent to join to persuade MP’s to change law
what’s an argument against total bad of child adverts
some adverts are positive e.g., NSPCC, toothpaste, healthy paste
what is meant by having legal limits
UK code of broadcasting bans adverts of products to children during programmes made for children
what is a problem of legal limits
ban doesn’t apply for family viewing- they still can see ads and can cause conflict so lacks consistency between UK code
what is meant by self regulation
USA have few legal limits any that exist are a result of legal self-regulation by signing up voluntarily for codes such as food and beverage advertising initiative e.g., mars pledged against ads in children programmes
what are the 2 media literacy interventions
cognitive defence, affective defence
what is meant by cognitive defence
make children aware of the goal of advertising being to persuade them
once they are advertising literate they will be able to use knowledge as a filter to process ads critically
teach purpose of advertising and ways of critical thinking
what is meant by affective defence
get children to critically think about emotional content in ads so the appeal is reduced - make them think cynically
what else can a primary school teacher due to raise awareness on unintentional affects of ads
send letters on CFCC
interventions to raise awareness for children and get them to pick bias in ads
what else can the government do to prevent gender stereotyping in ads
make them gender neutral by having both male, female characters/voice overs, variety of toys, boys and girls use power verbs
