Child -Area 6 Flashcards
What did Valkenberg say about effects of advertising ?
Believed we should distinguish between intentional and unintentional effects of advertising.
What is intentional advertising ?
What ads are designed to produce. Eg, brand awareness
What is unintentional advertising ?
Almost always negative. Eg, increasing materialistic behaviour, parent child conflict and unhappiness.
What is the effect of ads on brand awareness ?
Found positive correlation between amount of TV children watch and number of brands they recognise.
What did Macklin state about brand awareness ?
Experimental study where children were shown a series of ads. Found that 65% of 5 y/o could recognise cereal brand after 1 ad.
What did Wackman state about brand awareness in ads ?
No significant difference between ads and brands recalled.
What did Dubow state about brand awareness on advertising ?
Found greater effect of advertising on brand recall for teens.
What did Castonguay say about teens recalling brands more than young children ?
Young children cant tell difference between ads and programmes. Teens also understand that ads have persuasive intent.
What did Valkenberg state about child conflict ?
Parent child conflict arises out of popular pester power. Children request toy and conflict is inevitable. Pestering may be intentional but family conflict may not be.
What did Hodden state about child conflict ?
Observed 2 y/o purchase requests during 25 min shopping trip with their mothers. Requested product 18 times on average verbally or non-verbally.
What is the social comparison theory ?
Children on ads have achieved fulfilment so they feel dissatisfied and contrast is overwhelming. Made worse by high expectations.
What did Kinkel say about stereotyping in ads ?
Found boys and girls were equally likely to appear in ads but boys were more likely to be portrayed as active.
What did Macklin and Kolbe say about gender stereotyping in ads ?
Content analysis of 64 TV ads. 8 judges rated for gender roles. Claimed that little changed.
What did Blakemore and Centers say about types of toys in ads ?
Strong link with types of toys and gender. Girls emphasise attractiveness but boys demonstrate activity.
What did Owen say about language ?
Analysed content of voice narratives in ads for Bratz and Batman. Ads for girls related to fantasies and boys to aggression and power.
What did Bandura state about ads as role models ?
Suggest role models can be learnt from media models through imitation, identification and vicarious reinforcement.
What did Padron say about gender stereotypes ?
Suggested gender stereotyped language may affect how children perceive gender roles. Children tend to accept media representation without evaluating them.
What did Maher say about racial stereotyping ?
155 ads. 73% of African American and Hispanics characters appeared in minor roles compared to 53% Caucasian and Asian cultures.
What did Halford say about childhood obesity ?
Found obese children were able to recognise more food related ads than non-obese. More ads children recognised, the greater their food intake. More susceptible to food related ads.
What did Goldberg ?
Showed ads to 5-8 y/o at summer camp, USA. Watched 30 min of cartoons every day for 2 weeks. 5 min segments of food ads.
1) sweets and fizzy drinks.
2) fruit and fruit juice
3) healthy food
4) control group.
What did Anzman say about food ads ?
Indirect ads on eating influences attitudes toward food.
Aim of Johnson and Young ?
To investigate if language of ads aimed at preschool is scripted differently for boys and girls and gender links products.
Sample of Johnson and Young ?
Sample of 478 commercials taken from children’s cartoons recorded from 1996 to 1999 from Nickelodeon.
Method of Johnson and Young
Content analysis of TV ads
Procedure of gendered voices in Johnson and Young
Analysis of discourse on 4 aspects of gendered voice.
Eg voice overs, verb element, speaking element to boys and girls and use of power in boys ads.
Procedure of targeting in Johnson and Young
Ads placed in 5 product categories : food toys, educational public services and video production. 188 toy commercials.
Procedure of voice overs in Johnson and Young
Considered gendered in terms of 2 aspects
1) gender of voice
2) voice over exaggerated or not.
Procedure of verbs in Johnson and Young
gender relevant verbs were classed as action verbs, competition activity verbs and nurturing verbs.
Results of gendered voices
78/188 included speaking turns. 21% contained power 45 times in boys but only once in girls.
Results of targeting
More ads targeted at boys than girls. Names to toys were polarised. Action figures for boys and posable figures for girls.
Results of voice overs
All ads included voice over. Male in all boys ads. 80% boys ads were gender exaggerated and 87% exaggerated in girls ads.
Conclusions of Jonson and Young
Types of toys reinforces gender stereotypes.
Advertisers greatly exaggerate gender in voice overs but children accept face value .
Advertisers make no effort to associate girls with power.
What is limiting TV - total ban ?
UK CCFC want a total ban on children TV ads under 12 y/o as there is no ethical, moral of social justification for marketing products to children. CCFC has website about their campaign.
What is limiting TV - legal limits ?
UK code for broadcasting bans adverts of products during children made to children. Doesn’t apply to family viewing.
What is limiting TV ads - self regulation ?
Few legal limits on ads in the USA. Sign up to codes such as children food and beverage advertising. Eg mars pledges against ads in children programmes. However argued that it is up to parent what their child eats.
What is media literacy - cognitive defence ?
Need to be aware of impact of advertising. Needs 2 components: cognitive and affective.
Children need to use knowledge as filter to critically process ads so child’s main defence against persuasive intent is cognitive.
What is media literacy - Affective defence ?
Is emotional based. Critical thinking is incomplete defence that appeals to emotions. Supported to develop critical attitudes toward ads.
