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

Psychology

 Advertisements from

‘persuasion’

 Developmental

Psychology

 Social & Personality

Psychology

 Conceptual Framework

 Negative Ad Effects

Influence Children & Teens’:

○ Economic Factors ○ Social Behavior ○ Physical Health

Why I chose this topic?

 Enjoy the subject of Marketing

 2nd 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

• n 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

• n 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

• f 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

• f Applied Developmental Psychology, 5(3), 185-202. Retrieved from http://dx.doi.org/10.1016/0193-

3973(984)90017-0

References

Scully et al. (2012). Association between food marketing exposure and adolescents’ food choices and eating

• behaviors. Appetite, 58(1), 1-5. Retrieved from http://dx.doi.org/10.1016/j.appet.2011.09.020

Villanti, A. Boulay, M., & Juon, H. (2011). Peer, parent and media influences on adolescent Smoking by developmental stage. Addictive Behavior, 36, 133-136. doi: 10.1016/j.addbeh.2010.08.018