One wants their viewers to catch the message, run with it, and spread it around. In order to be contagious, a message has to be lively, new, dissimilar, and unforgettable. It should also suggest a bright emotional reaction, have talk prospective, inspire the target to do something, and draw out a comprehensible response (Albanese, 2011).
When it comes to advertising in regards to children the advertising industry has acknowledged a need to be aware of:
The special sensitivities involved in communicating to kids
The diverse stages of development the child goes through in its social environment
The lack of understanding the child has and its limited ability to measure the trustworthiness of messages it receives from the media
The significance for concern when appealing to the creative capabilities of younger kids
The important roles of parents and their accountability in the education of their kids
The realism that advertising plays a normal and essential part of any kid's intellectual growth and the need to make sure that children understand the actuality of the world in which they live (Ethical Guidelines for Advertising to Children, n.d.).
It appears that Kraft evaluated the message that they were sending and decided it might not be being received as they would like it to be. In 2005, Kraft proclaimed that it would stop advertising some products to kids under the age of twelve. These goods included regular Kool-Aid beverages, Oreo and Chips Ahoy cookies, several Post children's cereals and some assortments of its Lunchables lunch packages. These favorites can still be found in stores, but Kraft said it would no longer be aiming at kids with television, radio, and print ads for these products (Case 6-3 Kraft Foods, Inc.: The Cost of Advertising on Children's Waistlines, 2006). Kraft is doing parents a big favor by distinguishing that foods of reduced dietary quality should not be advertised to children. By setting nutrition values for foods advertised to six to eleven-year-olds, Kraft will make it a little easier to decrease kids' consumption of products high in calories, saturated and trans fat or added sugars. Kraft has taken a significant first stride. The next should be to make stronger its sodium values, limit advertising to children twelve to seventeen, and expand its marketing strategies to cartoon characters on packages, advergames on the Internet, contests, and other kinds of marketing (Wootan, 2005).
Future Research
It is important that in the future there be more research done on how advertising...
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