Children's Ads
Children's television, like all programming, is inundated with advertisements. According to one study, "children between the ages of 6 and 14 watch about 25 hours of television per week and are exposed to as many as 20,000 commercials in a single year," (Moore and Lutz). Advertising aimed at children sells a wide range of products, from packaged foods to fast foods, from toys to movies. Animated characters, mascot animals, celebrities, and child actors all tout products for kids. In general, children react to the ads they see in similar ways that adults do: by subconsciously absorbing sensory data such as slogans or jingles and by associating certain emotional responses with certain products. However, children, especially young children, do not possess cognitive skills sufficient to fully understand the impact of advertising on their impulses. When children approach puberty and adolescence, they are better able to critically examine advertising, but only do so when prompted, not on their own (Moore and Lutz). For the purposes of this project I interviewed three children about the ads they had recently seen on television, asking them to recall as many as possible. Of the three children selected, one was a five-year-old boy, one was a nine-year-old girl, and one was a twelve-year-old girl. All said they watched at least two hours of television per day. These interviews reveal some of the ways that children react to what they see and hear on television.
Imagery in the commercials recalled by all three children included real-life family situations; movie trailers; and trailers for television shows. All three children recalled viewed McDonald's commercials, which touted Happy Meal stuffed toys using the "I'm lovin' it" ad campaign. All three children could sing a few bars of the McDonald's jingle as well as several other advertising tunes. Several toy commercials were recalled, including one for giant bubble-makers. Of the movie trailers watched by the three children, one was for the new film The Hitchhiker's Guide to the Galaxy, and one was for a DVD of the film Lemony Snickets. All children noted seeing commercials for other television shows, especially on the Cartoon Network. All three children reported enjoying commercials by directly stating, "I like ... " Especially the five and nine-year-olds referred to television commercials as if they were familiar shows. In fact, "I really like the one where ... " was a frequent phrase used by all three children. However, all the children were able to distinguish between the commercials and the television shows they watched, including the five-year-old.
Based on the reactions of these three children, television commercials stimulate the consumer instinct and create brand awareness. "I want" frequently peppered our conversations about the products that the kids had recently seen advertised on television. The five-year-old was particularly attracted to McDonald's, and while he hummed the "I'm Lovin' It" jingle, referred to getting Happy Meals at least twice during the course of the interview. The five-year-old also rattled off several of the toys he had acquired in some of the Happy Meals he had bought in the past. "I got this, and this," he said, handing me some small figurines. "This time it's stuffed toys," he said enthusiastically. "McDonald's is putting stuffed toys inside the Happy Meal!" When asked what other commercials he saw, the five-year-old hesitated and then said, "Oh! Oh! I want the Darth Vader!" When I asked him if it was an action figure, he said no, that it was a mask. The five-year-old then began making Darth Vader breathing noises. I asked if he liked Star Wars and he smiled and jumped up and down and said "Oh, yes!" With his consumer appetite thus stimulated, I then asked the five-year-old if he had seen anything else he wanted on TV. He gave me a fairly long list of items, but noted which ones he wanted and which ones he didn't. Some of the toys he had seen on the commercial were "for girls." I asked how he knew that the toy was for girls and he wasn't fully able to articulate his response. The boy simply said repeated that such-and-such a product was for girls. However, it was unclear whether the commercial influenced the boy's concept of gender or whether his concepts of gender had already been instilled from other environmental factors.
Occasionally the five-year-old boy would say, "I don't like ... " referring to a specific toy or to a specific cartoon image. Based on the interview, I concluded that while advertising to children does whet the...
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