Marketing Effects On Children
Marketers used many different themes and techniques to make sure that children remember and ask for their products. During two hours of Saturday morning programming for children over forty ads are shown for different commodity type products.
Various techniques are used to advertise these products and each ad have an underlying message. Different commodity type products are advertised to children. The ads that we observed fall into the categories of food, health and beauty products, movies and public service announcements. In the category of food items such as, cereal, candies, fruit punch, potato chips, frozen threats, hamburgers, French fries and chicken nuggets are marketed in intriguing and appetizing ways. Barbie dolls and other animated toys from the movie Tarzan were frequently advertised. Hair shampoo was also marketed to children. Most of Disney's movies were advertised during this time and public service announcements to stay off drugs and sign up for volunteer work were also feature in the two hours that we watched.
The ad for each of these products used various techniques. Marketers realized that their target audience are less likely to pay attention to their ads yet alone remember them so they were pretty creative with the techniques they used. Most of the advertisement used very intense colors such as, bright red, orange, blue, and neon colors. Loud music was also frequently used among the ads. Some animation was used; however, real kids were most frequently used. For example, the ad for Barbie shows Barbie as a real person playing soccer with one of the players from the US Women's Soccer Team. Chucky Cheese ad incorporated kids with loud music and neon colors to portray children having fun at Chucky Cheese. CapriSun drink used special effects to market their products to the kids. Oreo cereal...