A developmental study of preference for advertised toys

The hypothesis was tested that five-year-olds would be more easily persuaded than eight-year-olds to prefer certain toys after viewing ads for these toys. Forty kindergarteners and forty third graders viewed either a control commerical or an ad for a toy they had ranked fourth out of a group of seven toys shown to them in a preference task. After viewing, they repeated the preference task. The dependent variable was the post viewing rank of the toy that had been ranked fourth prior to viewing. Analysis of variance revealed only a significant grade by viewing condition interaction in which the older children liked the toy significantly better if they had viewed a commercial for it. Younger children showed no significant viewing effects. Results are discussed in terms of their implications for cognitive variables which may be responsible for the age differences in the effects of exposure to television commercials.     

Age-dependent effects of food advergame brand integration and interactivity

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic. Free branded online advergames are ubiquitous. Using a customised online game, this study examined how food advergames exert their influence on children. The findings of the experiment demonstrate the effects of brand integration and interactivity (playing versus watching) on children’s brand recall, attitudes, taste expectations, purchase requests and health perceptions for brands placed in a game. The results offer evidence that younger children are responsive to advergames and warrant additional study in this domain.     

The influence of model age on children's reactions to advertising stimuli

Two studies are reported that explore the role of age of model as a nonverbal cue in advertising directed to children. Conventional advertising wisdom holds “older is better” when casting for commercials directed to children. The purpose of the current work is to focus on the merits of this wisdom. Three different age ranges of models were paired with either toys (Study 1) or foods (Study 2). Preschoolers' attitudinal (affective, evaluative, and behavioral intent) responses to the products were measured. Study 1 (n = 36) with toys suggested support for the conventional wisdom. Study 2 (n = 36) was a replication of procedures from the first study with substitution of food items for toys. Study 2 resulted in no statistical differences at the traditional .05 level, but a trend appeared on behalf of the older- and younger-age models outperforming the same-age ones. The second study's results suggested that the nature of the product may moderate the effects of the adage, “older is better.”     

Good for the feelings,bad for the memory: the impact of 3D versus 2D movies on persuasion knowledge and brand placement effectiveness

Abstract

Brand placements have been a popular advertising strategy for several decades, yet the effects of technological factors have been largely neglected in brand placement research. Consequently, this study analyzes the impact of a popular media technology, namely stereoscopy, on brand placement effectiveness, using the limited capacity model of mediated message processing and the persuasion knowledge model to predict and explain the effects. The main study (N?=?120) confirmed that compared with 3D movies, in 2D movies the participants were more likely to remember the brands placed and to critically reflect the persuasive intentions behind the placements. The additional structural elements in stereoscopic movies appear to require more cognitive resources. The consequent lack of cognitive capacity diminishes persuasion knowledge, which, in turn, positively affects brand evaluations and behavioral intentions. A post-hoc study (N?=?54) validated the assumption that media users watching 3D movies experience a higher cognitive load than those watching 2D movies.     

The risk of sensorineural hearing loss from noisy toys and recreational activities in children and teenagers

Abstract

The present paper is a review of toys, playthings, games and recreational activities of children and teenagers implying dangerous sound levels and risk of hearing loss. One way of estimating the risk is by sound level measurements, another is by hearing tests, preferably related to noisy activities. One problem with this issue is the unknown sensitivity of children's hearing for loud sounds. This fact and the aggressive behavior of many children when using toys indicates the importance of information on these matters and a generally cautious and conservative attitude, particularly towards toys emitting impulsive sound, e.g. toy guns and firecrackers.     

Refuting fear in heuristics and in recycling promotion

This paper deals with emotions in order to demonstrate that recycling behavior is associated more with positive emotions than with cognitions. The resulting model displays a marked contrast to the classic cognitive paradigm in the sense that this perspective highlights the idea that consumers act on the basis of their affective reactions, with cognitive factors playing a minor role. In addition, showing alternative routes to achieve both recycling involvement and behavior depending on both the emotional and cognitive characteristics of individuals within the hedonic process.     

电感耦合等离子体质谱法测定水晶泥中可迁移元素硼含量

本文参照EN71-3黏稠性玩具样品处理方法,建立了电感耦合等离子体质谱法(ICP-MS)测定水晶泥玩具材料中硼元素迁移量的检测方法。对该方法的同位素选择、线性范围和检出限、加标回收率和精密度、实际样品测试等进行了讨论。结果表明,该方法的线性范围宽,ICP-MS测定硼元素线性相关系数可达0.9996,该方法加标回收率为90.60%,相对标准偏差在4.40%。建立的ICP-MS法测定水晶泥玩具材料中硼元素具有检出限低、精密度高、简便快速等优点,可用于水晶泥玩具材料中硼元素迁移的定量分析。     

A Comparative Study of Radio Audience Measurement Methodology

Little published research exists to guide self-regulators in their evaluation of advertising directed to children. Academic researchers have principally studied the effects of advertising upon children, rather than children's perceptions of specific commercials and ads. Research on such questions as fantasy, using famous presenters, scale disclosures and disclaimers would undoubtedly show age-related differences of perception. This might call into question the advertisers' responsibilities to the pre-school, pre-literate child. The situation is more complex when the advertiser seeks to address older children at times when younger children are also watching. Research will never satisfy the critics, but industry and self-regulators should pursue the question of how children perceive advertising.     

Business and Children: Mapping Impacts,Managing Responsibilities

In recent years, issues of childhood obesity, unsafe toys, and child labor have raised the question of corporate responsibilities to children. However, business impacts on children are complex, multi-faceted, and frequently overlooked by senior managers. This article reports on a systematic analysis of the reputational landscape constructed by the media, corporations, and non-government organizations around business responsibilities to children. A content analysis methodology is applied to a sample of more than 350 relevant accounts during a 5-year period. We identify seven core responsibilities that are then used to provide a framework for enabling businesses to map their range of impacts on children. We set out guidelines for how to identify and manage the firm’s strategic responsibilities in this arena, and identify the␣constraints that corporations face in meeting such responsibilities.     

Packages with Cartoon Trade Characters Versus Advertising: An Empirical Examination of Preschoolers' Food Preferences

The present study examines mainly the comparison between child-appeal packages and TV advertising and suggests that packages with cartoon trade characters play a more effective role compared to TV advertising in preschoolers' food preferences.

Preschoolers who watched a cartoon film CD embedded with commercials (the treatment group) and who watched the same CD without commercials (the control group) selected the chocolate wafer with a cartoon trade character (73.6% vs. 26.3%) rather than the advertised one.     

Do violent movies scare away potential visitors?

This study explored movie transportation's role in the relationship between movie watching and tourism. Based on the transportation theory, the results indicated that movie transportation (i.e., movie immersion) had a significant impact on the viewers' affective place images, cognitive place images, and visitation interest. Regardless of movie content, the more the movie viewers were transported, the more favorable impressions they had for the featured tourism sites and consequently the more interested they were in traveling to the target place. Moreover, the results also demonstrated that movie transportation did weaken violent movie content's influence. Particularly, for the highly transported audience, there were no significant differences between the movie groups in terms of their perceptions of place images. However, significant differences were found among the audience that was not well transported. Finally, this study found that both affective place image and cognitive place image could enhance the viewers' visitation interest.     

Playing with class: Middle‐class intensive mothering and the consumption of children's toys in Vietnam

This article explores the way in which Vietnamese mothers purchase, gift and share toys with their children. The study utilises a qualitative design comprising semi‐structured interviews with 10 Vietnamese middle‐class professional working mothers of children aged between 5 and 9. This research highlights the way in which toys defined as “good” by mothers need to fulfil a number of important practical and social functions: they act as an investment in the child's future, as a reward, and as a means for mothers to buy time for themselves. The findings illustrate how these functions are influenced by Confucian and Western discourses of intensive mothering, generating a localized style of middle‐class intensive mothering, characterized by what we have called the ideal of the triple excellent and intensive mother.     

日美动漫产业营销战略的比较及对我国动漫产业的启示

通过研究日本和美国动漫产业营销战略,并与我国动漫产业发展渠道、产品策略、成本策略及衍生品开发策略进行比较,给予我们的启示是,我国应该走一条有中国特色的动漫产业道路。这条路需要我们将目前的世界动漫市场进行重新划分,在二维和三维动漫市场之间划分出一个夹缝市场,以二维为渲染背景,三维构造人物,充分利用我国目前的文化资源,将中国元素与动漫产品相结合,充分发挥我国的武术资源和劳动力资源,开创真正的动作动画片。     

Marketing cereal to children: content analysis of messages on children's and adults' cereal packages

This study compares messages displayed on children's and adults' cereal boxes. In total, 127 cereal boxes were collected and content analysed. On the front panel, we found an interesting contradiction between health‐related textual and graphical messages. The nutrient claim appeared on more than half of cereals for children, which is significantly higher coverage compared with that of adult cereals. On the other hand, the representation of a bowl of cereal was far more likely to appear artificially coloured or sweetened on child‐targeted cereal boxes and contain less fruits and nuts compared with adult‐targeted cereals. Results on the back and side panels showed that messages targeting adults are mostly health related (e.g. well‐being, purity) while messaging to children focuses less on health‐related messages and more on games, toys and other entertaining topics. Nutritionally, child‐targeted cereals overall are less nutritious than adult‐targeted cereals and have higher rankings of sugar sources in the ingredients. This study calls for a critical consideration about not only on what is in the cereal box but also what is on the box.     

关于青岛市动漫产业发展的思考

从2006年开始,青岛市将动漫与网络游戏产业的发展列入到全市六大文化产业基地和八大优势产业计划当中,着力打造青岛动漫创意产业基地和园区,并以此为依托,构筑青岛动漫发展的基础性框架。但在动漫产业发展中存在着缺乏高素质的动漫人才和富有吸引力的动漫形象以及大量盗版动漫产品等问题。应采取加快动漫人才队伍建设、建立完整的产业链条、加强政府扶持力度和知识产权的保护等措施,促进青岛市动漫产业的发展。     

Poisonings

Manufacturers of household products – including appliances, exercise equipment, and even some children's toys – expect consumers to supervise their children to prevent product related injuries. This approach to hazard prevention places the burden of safety on parents and caretakers. This study examined actual supervision practices of parents of children between the ages of two and six years. 59 parents, aged 31 to 40 years, residing in Montgomery County, Maryland, completed a 24-item self-administered questionnaire, consisting of multiple choice and open-ended questions. Nearly all respondents reported that there are times when their children are in a different room from them. When the children are out of sight, parents reported checking on their children periodically, with increasingly longer periods between observations, as the child gets older. Nearly half of the children got out of bed in the morning always or often before a parent. Ninety-five percent of parents perceived that their child was at no risk or slight risk of injury when getting up in the morning before them. In conclusion, it can be said that many parents supervise their children by being close-by and on-hand as needed, rather than being directly involved in the child's activities. Manufacturers are encouraged to employ passive measures and sound designs, rather than rely on close parental supervision for injury prevention.     

一炮而红的皮皮熊火啦

<正>皮皮熊开创了数字化智能玩具的先河,实现了从"中国制造"向"中国创造"的转变,并因此一炮而红。做中国的米老鼠"鼻子压扁了,把我抱起来。"当记者走进深圳市皮皮熊玩具有限公司董事长扈蓝天办公室时,发现一只憨态可掬的毛绒     

Learning from toys: Reflections on the 2007 recall crisis

The year 2007 will be remembered as the year the toy industry was shaken by a seemingly endless stream of recalls. The scope of this recent wave of recalls associated with lead‐tainted toys coming from China has focused the attention of parents and others responsible for ers who sell these toys, companies who import these toys, and numerous government officials on the problem of toys that have been painted with lead‐tainted paint. Much of the focus of this crisis is on China and its contractors. This is counterproductive and reactive. The problem of lead‐tainted imports is not new. The fact that China is currently in the crosshairs is to a large degree a function of their growth in importance as a preferred site for outsourced manufacturing. It is a volume issue. Lead‐tainted imports have many causes, and these will be explored in this article. This article concludes with a discussion of lessons that managers can take from this crisis. © 2009 Wiley Periodicals, Inc.     

An experimental investigation of the effect of TV cooking show consumption on children's food choice behaviour

For several decades, television consumption has been crucial in the complex web of factors underlying the obesity epidemic. It has been suggested that if television cooking shows would endorse healthy eating styles, they may have positive effects on consumers’ eating habits. This study empirically investigated the consequences of exposing children (N = 85, aged 9–12 years) to an existing television cooking show episode endorsing the consumption of fruits and vegetables compared with exposure to a non‐food‐related science show. The measures included pre‐test and post‐test attitudes toward health/nutrition and fruits/vegetables, as well as state preferences for a list of healthy and unhealthy foods. At the end of the study, children were separately given the choice between a popular cookie and a piece of fruit as a reward; this was used as a behavioural measure. The results of a logistic regression on the behavioural choice measure showed that the mere exposure to one episode of the television cooking show significantly increased the odds that the children would choose a piece of fruit over a cookie. Repeated‐measures analyses showed that watching this single episode also decreased children's state appetite for unhealthy foods. State appetites for healthy foods and attitudes toward health/nutrition or fruits/vegetables did not change after watching the television cooking show episode. In sum, existing television cooking shows that endorse healthy eating positively influence children's food consumption in the short term and may have the potential to be used as platforms for nutrition education.