More and more advertisers choose children as their target audience. Why are these children such a good target group? First of all, they are very accessible. Not only through TV or radio, but even in the school canteen, where their little friends are telling them the greatest stories about all their new toys. Second, every parent wants their child to be happy and have friends. So, when their child is begging them for one of those new toys he absolutely wants to have so he can play with his friends, parents will easily buy those things just to make sure their kid isn’t a misfit. A recent study shows us that parents think their authority is undermined by those advertising campaigns. Lately, more and more arguments are coming up to regulate this child targeting, in order to protect these little kids, who aren’t able yet to see through these advertising campaigns.(telegraph)
Ann-Sophie Parmentier
I think that a lot of companies just want to make as much profit as they can. Unless there will come a law which forbids a company to target children in their marketing strategy, I don’t think a lot of companies will stop doing that. In my opinion, parents have to protect their children from all that evil. I know that this is very difficult, but we can’t expect a company to stop targeting a certain group which gives them the highest turnover.
BeantwoordenVerwijderenAnthony Pieters
Deze reactie is verwijderd door de auteur.
BeantwoordenVerwijderenI found a paper on the internet about the legislation of targeting kids. Perhaps this might be useful when we start writing our own paper.
BeantwoordenVerwijderenEven with more legislation I think that marketers always will target children, they will find a way around that legislation.
Sharon Persyn