Literature Review on
“Digital marketing strategy use to influence children”
This literature review focus on digital marketing, advertising to children and use of digital device. While many new marketing technique are being developed using the internet and digital devices as communication tools, little literature will consider the implications for children in-depth. Partly because the field of digital marketing is growing so rapidly, and partly because children use of the internet is increasing so fast and at the young age, much of the academic literature struggle to keep up with new trend what literature does exist trends to be highly critical, but is not necessarily based on sound search that looks at the real world of children’s …show more content…
This debate reflects a wider, familiar issue in the research literature concerning whether children are active media savvy consumers, or vulnerable innocents. For example Buckingham’s (2007) main argument is that this polarisation is indeed constructed and that the truth probably lies somewhere in between the two. He contends that the growth of a consumer society is a complex social development which cannot be understood, explained or blamed solely on advertising and marketing. This polarisation of the debate is seen again in the gap between industry research on marketing, and sometimes highly critical blame-led academic research. It seems that the research field between the two should be explored more, as this would help construct a balanced debate and contribute towards consistency in the conceptualisation of the issue and measurement techniques (Sandberg 2011). It is argued that better collaboration between practitioners and researchers is needed to ensure that an understanding of how children engage with digital media can inform good practice (Miyazaki, Stanaland et al.2009). Not surprisingly, academic research on digital marketing communications to children lags behind industry developments. There is little research published, from a relatively small number of coun-tries, and with limitations in terms of research focus and …show more content…
Childhood obesity is, according to the World Health Organisation (WHO) one of the most public health challenges of the 21 century, with over 42 million children under 5 estimated to be overweight (WHO). The epidemic is caused by a global trend towards radically reduced physical activity levels. This is coupled by a global shift in diet towards energy-dense foods that are high in fat, salt and sugars (HFSS), but low in vitamins and minerals, and advertising and marketing for these types of food products are argued to be partly to blame for the shift in dietary intake. There are some considerable concerns expressed about the Level of children’s exposure to brands on social networks, leading to complex arguments about children’s resulting sense of reality and feelings of self-esteem. Skaar (2009) for example argues that the constant viewing of brands and products online, and the opportunity for children to adopt the strategies and resources of professional marketers to market them, lay foundations for social competition and reinforces patterns of exclusion and uniformity. Similarly, Thomson (2010) argues that the
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In Eric Schlosser‘s essays, the author shows how the social media are targeting children by their ads and advertisements. He exposes the negative side of advertising especially when children are implicated. The author explores children’s cooperation with these companies whether consciously or unconsciously through their behavior and ways of convincing their parents to get them what they want. He mentions how these same parents by lack of spending enough time with kids pamper them and don’t refuse their desires. Schlosser gives more explanations by introducing several examples of these companies such as Disney, McDonald, clothes, oil, and phone companies, too without openly blaming neither of them.
Nowadays, it seems to be that the news and marketing define what is and what isn’t. They control everything that we see, when we see it and whether or not we like what we see. This is the power of the media. In the essay “Commodifying Kids: The Forgotten Crisis,” Henry Giroux goes into depth on this subject. More specifically, he talks about media in regards to the kid’s market.
Modern Americans are still motivated to spend on various products, whether they are useful and necessary or not, as the result of powerful mass advertising campaigns, widely broadcast through many forms of media. Children and young adults are usually the main targets for such campaigns. It is estimated that the average American child watches between 25,000 to 40,000 television commercials per year so advertising undeniably has a great power over the young minds, who in turn would influence their parents and guardians (Shah, 2010). More than 30 billion dollars are spent by families every year as the result of this strategy, which is progressively adapted by many companies (Shah, 2010). Additionally, thanks to these advertisements, people pay more attention to keeping up with the current trend, with what is considered the most up to date rather than the overall necessity of the product.
“Don’t Blame the Eater”, written by David Zinczenko, is a short article discussing how fast food is the main cause of childhood obesity. This article came about in relations to two kids filing a lawsuit against McDonalds for making them fat. He begins his piece by sympathizing with these individuals because he used to be like them. Zinczenko then informs the reader of his background and how he fell into the category of being dependent upon quick and easy meals. In an attempt to provide a valid argument, he debates on how kids raise themselves while their parents are at work and that the nutritional values are not labeled upon prepared foods.
In conclusion, media consumption plays a imperative role in the consumer consumption, especially in teenagers. Often we are bombarded with negative propaganda and negative messages that can lead to hating our self-image and lowering our self- confidence. It is alright and healthy to look like a woman, curves. It is not healthy to look emaciated and malnourished. Beauty is not about how many ribs you can see, or how bony your legs are.
In the essay “Kid Kustomers” by Eric Schlosser, Schlosser discusses children advertising and its effectiveness. About twenty-five years ago, hardly any American company marketed towards children unlike today where the majority is directed towards children. According to an expert this era was known as “the decade of the child consumer.” Ad agencies implemented children into marketing in order to increase “consumption.” The Joe Camel ad campaign revealed how effortlessly children were impacted by ads, claiming it to be as well known as “Mickey Mouse.”
According to the latest statistics from various sources, 1 out of 3 kids are obese in America and obesity is gradually becoming more and more common as it affects 37 percent of all adults and nearly 18 percent of all children in America (Yaniv and Rosin, 2009). The problem of obesity is also rising in parts of the developing world, as income levels rise and people have access to fattier products. In fact, the percentage of adult obesity has more than doubled while children’s obesity rates have more than tripled within the past thirty years around the globe (Yaniv and Rosin, 2009). However, despite the rise in global obesity rates, an alarming estimate of about 112,000 deaths are associated with obesity each in the U.S. alone. One of the chief causes is many people suffering from obesity do not make healthy food choices (Sturm, Powell, Chriqui and Chaloupka, 2010).
Ronald McDonald: Clown or Devil? Online and television marketing have taken over America, one commercial at a time. Fast food companies like McDonald’s aiming their ads towards children plays a huge role in the quickly growing obesity epidemic that has overtaken America’s population, especially children. To children, there is nothing not to love about McDonald’s.
Media promotes all forms of obesity. In If You Pitch It, They Will Eat, a New York Times article written by David Barboza, Susan Linn, a psychologist who studies children’s marketing at Harvard’s Judge Baker Children’s Center states, “It used to just be Saturday-morning television. Now it’s Nickelodeon, movies, video games, the Internet, and even marketing in schools”(5). Essentially, Linn is saying that their has been an increase in food marketing because of how advance technology has gotten which has lead to the increase of weight in children and many americans. David Barboza, in If You Pitch It, They Will Eat, explains how marketers use television by stating, “Marketers know that children love animals and cartoon characters, and industry observers say they have used that knowledge not just to create new shows but to produce a new generation of animated pitchmen”(29).
10 Apr. 2017. The author, Sarah Boseley is a health editor for “The Guardian News and Media”. This article is primarily intended for people who have children. This article displays the ongoing battle that parents are going through to fight child obesity with advertisers promoting unhealthy drinks and foods to children through online games, Facebook, and television ads, although, programs that are mostly watched by children; advertisers are banned from promoting unhealthy foods and drinks.
Today life is on the fast track. People are always on the go and don’t have time to properly take care of themselves or their families. For most Americans, fast food and junk food are ready to grab for a snack or a quick dinner. They don’t slow down to think about how the foods they are eating effect their long term health. Fewer and fewer families take the time to prepare a nutritious meal and are passing down bad habits to their children.
each day a child sees an ad whether it be on an electronic or a sign/billboard. For instance, in the article “Facts About Marketing Towards Children” a part of the article proves that children are exposed to many advertisements each day,¨The average American child today is exposed to an estimated 40,000 television commercials a year — over 100 a day,”(89) said The Center for a New American Dream. Children are exposed to so many commercials that if you ask a child to sing a jingle they’ve heard from a commercial they will come up with one in a flash. Advertisers are maliciously and continuously advertising towards children. The quote states that an American child on average sees over 100 advertisements a day and that is true, between phones and T.V children do see a lot of
In the quest to get the advertised product, children tend to pester their parents to buy them such products. Children’s capacity to comprehend advertisements Research
Child obesity is not advertised like the lastest chicken nugget meal, which need to be addressed. There has been a rapid growth in child obesity worldwide. It has now caused a major problem in the health of young children. Center for Diseases Control took a survey in 2011 to 2014, showing that 12.7 million are being affected from the ages of 2 - 19 years old. Fast food restaurants are advertising in children show commercials.