Armando Lomeli May 07, 2013 Writing 101-07 Nahrin Mirzazadeh - PowerPoint PPT Presentation

Armando Lomeli May 07, 2013 Writing 101-07 Nahrin Mirzazadeh Spring 2013

Major Problem: The Facts  Exposure to advertisements is becoming increasingly unavoidable  According Dixon, Scully, Wakefield, White, & Crawford (2007) children and teenagers  see about 85 television ads per week  4,500 advertisements in one year  According to Bao and Shao (2002):  80 million young people ages 1-20  Spend $600 billion each year  $54 billon of the teenagers’ income is used for food,  $278 billion of parent spending is decided by teens

Marketing: Definition  Kelly, Chapman, Hardy, King, and Farrell (2009) define ‘advertisement’  direct and explicit form of marketing  Ads on Various Marketing Platforms:  Television Ads  Internet Ads  Billboards  Print Ads  My Focus: On Negative Effects of Ads in Children and Teens

Per ersuasiv suasive e Infl nfluence uence  Marketing  Conceptual Framework Psychology  Negative Ad Effects  Advertisements from Influence Children & Teens’: ‘persuasion’ ○ Economic Factors  Developmental ○ Social Behavior Psychology ○ Physical Health  Social & Personality Psychology

Why I chose this topic?  Enjoy the subject of Marketing  2 nd Choice Major  I had Marketing Class in high school  Inspired me to investigate this topic  Class Facilitations  Robert Cialdini ○ Coupon Misprint Story  Marketing Psychology

Introduction  Television Marketing Cluster  Perception on Food Marketing Cluster  Ethernet Generation Cluster  The Minor Details That Matter Cluster  Targeting Teens: Behind the Advertisements Cluster  Overcoming Advertisement Effects

Adv dver ertisem tisement ent Trends ends  Four Advertisement Trends  1) Television is the primary platform to market children and adolescents  2) Internet and Print media secondary ○ LaFerle et al. (2000) 99% of teens have used the internet & 65% last year  3) Food marketing is most prevalent  $1.5 billion spend in 2006  4) Biological and Social factors alter the effectiveness of advertisements

Tel elevis vision ion Ma Mark rketing ting Cl Clust uster er  Television marketing technique/ strategies  Ad design, Premium offers, camera angles  Food Marketing  Children and teens Perception of those Ads  Retail and societal norms  Celebrity endorsement

Per ercepti ception on on F n Food d Ma Marketing ting Cl Clust uster er (P (Pt. t.1) 1)  Marketers want to know their audience  Consumer-driven marketing model  Children and Teenagers  NOT proficient in overcoming adverse health effects of advertisements  Kelly et al. (2009) study on 400 parents showed that 2/3 children wanted unhealthy after ad exposure  Scully et al. (2012) study showed12,188 teens=more ads->more unhealthy eating

Per ercepti ception on on F n Food d Ma Marketing ting Cl Clust uster er (Pt Pt.2) 2)  Direct Negative Health Effects  Dixon et al. (2007)919 student sample ○ the more television ad exposure led to being less concerned about unhealthy food  Food Marketing Investment  U.S. spent $10 billion in children’s ads (Mehta et al., 2010).  Power of Food Ads (Mehta et al., 2010)  Children can identify ads yet be influenced

Et Etherne ernet t Ge Generation neration Cl Clust uster er  “Advertisers must not forget about promoting their internet sites” ( LaFerle et al., 2000, p. 63).  Blades et al.(2013) for ads to work on Children they must:  Be familiar with ad platform  How to identify an ad  How to interpret it the ad  Counter: Exact Age not yet pinpointed

The e Mi Minor nor Details Details That at Ma Matt tter er Cl Clust uster er  Language affects the effectiveness of ads  Children’s Perception  Burrell and Beard (2010) studied how children craft their own persuasive ads  Sex-Role Stereotyping  Macklin and Kolbe (1984) analyzed ad lang.  Anti-Smoking: Graphic Warning w/Plain  McCool, Webb, Cameron, and Hoek (2012)  Mental Images: Text vs Image of Heart  Lee, Cameron, Wunsche, & Stevens (2011)

Tar arge getin ting g Tee eens ns: : Behind ehind th the e Adv dver ertiseme tisements nts Cl Clust uster er  La Ferle et al. (2000) found teens use internet to:  Learn about life  Connect socially  Nonconformity Advertising  Bao and Shao (2002)  Categorizing Teens (by personality)  Breazeale and Lueg (2011)  Social Norms and Luxury Brand Ads  Gil, Kwon, Good, and Johnson (2009)  Teen Smoking and Peer Pressure  Villanti, Boulay, and Juon (2011)

Over ercoming coming Adv dver ertis tisement ement Ef Effects ects  Research Limitations: Self-report data which may influence true data on ad viewing and effects  What does all this mean for future generations?  Their spending, social well-being, and their physical health.  Ultimately a solution for children and teens is educating them on:  What negative effects of advertisement are ○ The differences in ad platforms  What advertisement the strategies are ○ How to spot them  How to use self-control to avoid out-of-control spending  Being Confident and Secure (Buffers Against Ads)

Thank You!

References Bao, Y., & Shao, A. T. (2002). Nonconformity advertising to teens. Journal of Advertising Research, 42 (3) , 56-65. Retrieved from http://ucelinks.cdlib.org:8888/sfx_local?url_ver=Z39.882004&rft_val_fmt Blades, M., Oates, C., & Shiying , L. (2013). Children’s recognition of advertisements on television and on Web pages. Appetite, 62, 190-193. Retrieved from http://dx.doi.org/10.1016/j.appet.2012.04.002 Breazeale, M., & Lueg, J.E. (2011). Retail shopping topography of American teens. Journal of Business Research, 64 (6) , 565-571. Retrieved from http://dx.doi.org/10.1016/j.jbusres.2010.06.007 Burrell, A., & Beard, R. (2010). Children’s advertisement writing. Literacy, 44 (2) , 83-90. doi: 10.1111/j.1741-4369.2010.00556.x

References Chan, C.K.Y & Cameron, L.D. (2012). Promoting physical activity with goal-oriented mental imagery a randomized controlled trial. Journal of Behavioral Medicine, 35, 347-363. doi: 10.1007/s10865-011-0360-6 Cialdini, R.B. (1993). From influence: the psychology of persuasion. In G. Marcus (Ed.), The norton psychology reader (pp. 265-272) New York, New York: W.W. Norton & Company. Dixon, H.G., Scully, M.L., Wakefield, M.A., White, V.M., & Crawford, D.A. (2007). The effects of television advertisements for junk food versus nutritious food on children’s food attitudes and preferences. Social Science and Medicine, 65 (7) , 1311-1323. Retrieved from http://dx.doi.org/10.1016/j.socscimed.2007.05.011 Gil, L.A., Kwon, K., Good, L.K., & Johnson, L.W. (2009). Impact of self on attitudes toward luxury brands among teens. Journal of Business Research, 65 (10) , 1425-1433. Retrieved from http://dx.doi.org/10.1016/j.jbusres.2011.10.008 Kelly, B., Chapman, K., Hardy, L.L., King, L., & Farrell, L. (2009). Parental awareness and attitudes of food marketing to children: A community attitudes survey of parents in new South Wales, Australia. Journal of Paediatrics and Child Health, 45, 493-497.doi: 10.1111/j.1440-1754.2009.01548.x

References Kelly, B., Hattersley, L., King, L., & Flood, V. (2008). Persuasive food marketing to children: use of cartoons and competitions in Australian commercial television advertisements. Health Promotion International, 23, 337-344. doi:10.1093/heapro/dan023 LaFerle , C., Edwards, S. M., & Lee, W. (2000). Teens’ use of traditional media and the internet. Journal of Advertising Research, 40 (3) , 55-65. Retrieved from http://ucelinks.cdlib.org:8888/sfx_local?url_ver=Z39.88-2004 Lee, T.J., Cameron, L.D., Wunsche, B., & Stevens, C. (2011). A randomized trial of computer based communications using imagery and text information to alter representations of heart disease risk and motivate protective behaviour. British Journal of Health Psychology, 16 , 72-91. doi: 10.1348/135910710X511709 Macklin, M.C., & Kolbe, H.R. (1984). Sex role stereotyping in children’s advertising: Currentand past trends Journal of Advertising, 13 (2) , 34-42. doi: 10.2307/4188497

References McCool, J., Webb, L., Cameron, L.D., & Hoek, J. (2012). Graphic warning labels on plain cigarette packs: Will they make a difference to adolescents? Social Science & Medicine, 74 , 1269-1273. doi:10.1016/j.socscimed.2011.12.043 Mehta, K., Coveney, J., Ward, P., Magarey, A., Spurrier, N., & Udell, T. (2010). Australian children’s views about food advertising on television. Appetite, 55, 49-55. Retrieved from http://dx.doi.org/10.1016/j.appet.2010.03.011 Powell, L.M., Szczypka, G., & Chaloupka, F.J. (2007). Adolescent exposure to food advertising on television. American Journal of Preventive Medicine, 33 (4) , 251-256. Retrieved from http://dx.doi.org/10.1016/j.amepre.2007.07.009 Ross, R.P., Campbell, T., Wright, J.C., Huston, A.C., Rice, M.L. & Turk, P. (1984). When celebrities talk, children listen : An experimental analysis of children’s responses to TV ads with celebrity endorsement. Journal of Applied Developmental Psychology, 5 (3), 185-202. Retrieved from http://dx.doi.org/10.1016/0193- 3973(984)90017-0