Advertising and Children

Abstract

This article reviews the debate regarding the issue of growing obesity in society in terms of issues and possible policy options. The issue is most focused on children though having obvious ramifications for adults in many economies around the world. Policy solutions such as advertising bans or taxes that have been proposed in several countries seem to be based on insufficient evidence—i.e., there is no empirical evidence to substantiate the claimed causal effect between marketing communication practices directed at children and nutrition. These solutions, if enacted in policy, could be both inequitable and ineffective. While the study is couched and framed from a New Zealand context, nonetheless it serves to illuminate issues and policies of wider relevance.     

Tobacco Advertising and Children

This paper expresses the results of an investigation of the influence of tobacco advertising on children's smoking. The investigation examined the existing body of evidence and literature on the subject including data obtained from empirical research carried out by the Children's Research Unit in London. Despite the speculation regarding the possible role of advertising in juvenile smoking, no evidence was found to link juvenile smoking initiation with tobacco advertising. On the contrary, the evidence suggests that smoking initiation is more dependent on family smoking behaviour and peer pressures. These factors emerged consistently as the major influences in smoking initiation throughout the literature and the range of countries investigated regardless of the extent of tobacco advertising permitted in each country. Advertising is not as influential as is often supposed. Psychological filter systems are employed by the consumer, who selects only that information which is of relevance or interest to him. Widespread awareness of the tobacco-health issue means that an additional barrier is formed in the case of cigarette advertisements. There is no evidence that tobacco advertising influences non-smokers (either children or adults) to take up smoking.     

The Changing Face of Accounting Advertising

No abstract available for this article.     

广告语中的心智世界

作为消费者他们可能根本感觉不到,也意识不到广告在操作他们的心智。他们常常心甘情愿地按照广告指令去实施购买行动,这是因为广告设计者选择了适合广告语境的语言,激活了消费者的心智,进而影响乃至操作了他们的心智,因而更容易使消费者心悦诚服地接受这些操作。     

信息披露改变世界——亲历GRI阿姆斯特丹大会G4发布

5月22日至24日,笔者参加了GRI(Global Reporting Initiative)在阿姆斯特丹举行的国际会议。此次大会盛况空前,参会人数远远多于2010年参会人数的1200人,达到了1600人之多。提到今年会议的热点,要数时隔6年进行了大幅改订的新版GRI指南,即G4的发表。会议首日的黄昏时刻,G4的发布与热闹的演出同时进行。G4由指明了原则、标准的第一部分与导入手册这两部分构     

Causes of Changing Inequality in the World

To come up with a theory that explains inequality and that has common application across many countries, we need measurements of inequality across countries and through time that are reasonably comprehensive and reasonably reliable — and this is a major challenge. For most countries in the world today, growth reduces inequality, and rich countries are more egalitarian than poor ones. However, there are exceptions. While global financial forces and changing financial conditions have played a powerful role affecting economic inequalities, there does not appear to be a single permanent trend to inequality.     

Global Interdependence, the Corporation and the Changing World

This second of the annual Stockton Lectures starts by reflecting on the achievements of the founding fathers of the modern world economy in the immediate aftermath of World War II. Their legacy has been increasing interdependence and globalisation. Peter Sutherland argues that these have had a positive impact almost throughout the world and that these positive consequences of the market economy system do not necessarily have to be associated with increasing gaps between the rich and poor. He makes the case for multinationals to show commitment to what he calls the common good (as opposed only to shareholder returns). He examines the fundamental contradiction between free trade and national sovereignty and argues for more supranational (rather than just intergovernmental) decision-making and implementation. However, he also emphasises that some areas are not appropriate for integration or supranational action, most notably tax and workers' rights. These should remain within the domain of national governments. He concludes by discussing threats to the world economy posed by the tension between the US and the EU on trade-related issues, and argues that inappropriate use of the WTO process threatens to destroy the whole system which has yielded so many economic benefits worldwide since 1945.     

Disclosure of Vlog Advertising Targeted to Children

Influencers can disclose vlog advertising by implementing a platform-generated disclosure or by generating their own disclosure. This study aims to investigate whether and how these two types of disclosures differentially affect children's responses toward the sponsored content and the influencer. To do so, a two (platform-generated [PG] disclosure: no PG disclosure versus PG disclosure) by three (influencer-generated [IG] disclosure: no IG disclosure versus no commercial interference disclosure versus commercial interference disclosure) between-subjects experimental study was conducted among 190 children (aged ten to twelve). The results show that both types of disclosures increased children's recognition of vlog advertising; however, children's advertising literacy (i.e. their understanding of influencer marketing and skepticism toward the ad) was less activated when the influencer specifically indicated that there was no commercial interference of the brand. In addition, besides being more beneficial for influencers (by not negatively affecting children's evaluations of the influencer), an IG disclosure also showed to be more favorable for brands, as it increased brand effects among children, whereas a PG disclosure decreased these brand effects.     

The Development and Testing of a Child-inspired Advertising Disclosure to Alert Children to Digital and Embedded Advertising

Via three studies, this article aims to develop and test an advertising disclosure which is understandable for children (ages six to 12 years old) and which can alert them to different types of advertising in multiple media formats. First, cocreation workshops with 24 children (ages eight to 11 years old) were held to determine a selection of disclosure designs based on insights from the target group. Second, two eye-tracking studies among 32 children (ages six to 12 years old) were conducted to test which of these disclosure designs attracted the most attention when the disclosures were integrated into a media context. These studies led to the selection of the final advertising disclosure: a black rectangular graphic with the word Reclame! (i.e., Dutch for “Advertising!”) in yellow letters. Finally, a two-by-two, between-subjects experimental study (disclosure design: existing versus child-inspired advertising disclosure; advertising format: brand placement versus online banner advertising) with 157 children (ages 10 and 11 years old) was performed to test the effectiveness of the child-inspired disclosure by comparing it with existing ones. This study not only showed that children recognized, understood, and liked the child-inspired disclosure better than the existing ones, but they were also better able to recognize advertising after exposure to this child-inspired advertising disclosure.     

All-Out for Victory! Magazine Advertising and the World War II Home Front

Three main factors determine the effect of advertising campaigns: message content strategy, advertising expenditure and previous consumer behaviour. This study investigates the relative strength of each of these influences. Four possible campaign targets are taken into account: campaign recall, campaign likeability, brand recall and intention to purchase the advertised brand. A study of 40 advertising campaigns, evaluated on average by 1200 consumers, shows that, after controlling for the effect of previous purchase behaviour, the effect of message content strategy is generally larger than the effect of advertising expenditure. Nevertheless, more media expenditure positively influences campaign recall and influences brand recall and purchase intention of small brands. The most effective message content strategy differs per campaign target, but overall awareness and likeability strategies are most effective. For purchase intention only, the emotions strategy can be advised. The information strategy is best avoided.     

A New World Order: The Role of Advertising in Russia and the NIS

Changes in worldwide political and economic strategies have contributed to the changing role of advertising as an institution in Russia. One result is the rapid growth of Russia's advertising industry and its similarity to Western classical liberalism and neoliberalism propositions of marketing communication. This article builds on the author's previous studies on the role of advertising in what is now Russia through participants' own words and visions of advertising. In-depth interviews with business and industry professionals, academicians and government representatives provided insight into changes in the perception and practice of advertising in Russia.     

The New World of Advertising. Compiled by the editors of Advertising Age. Chicago: Crain Books, 1975

Abstract

This study empirically tested the assumption that the more creative alternatives generated, the better the chance of developing the most effective campaign creative strategy. A panel of four professional creative people from a branch of a “top-twenty” advertising agency judged positioning statements generated by four groups of advertising students. Various analyses of the data tended to confirm the assumption.     

Attitudes of Indonesian Mothers Toward Food Advertising Directed to Children

Advertising directed toward children is a controversial issue with growing concerns from parents around the world, including emerging markets such as Indonesia. The reasons for its negative effects include that such advertising could lead to materialism, parent–child conflict, and feelings of unhappiness. In particular, advertising by food companies is a target for criticism due to concerns about unhealthy food and childhood obesity. This article reports on the findings of a number of focus groups of Indonesian mothers to obtain an indication of the mothers’ ethical judgment toward such advertising. The results identify reasons why the mothers found particular advertisements to be unethical and ways advertisements can improve their message. From the responses, some important issues are raised that would be of interest to international advertisers.     

The Ethics of Food Advertising Targeted Toward Children: Parental Viewpoint

The children’s market has become significantly more important to marketers in recent years. They have been spending increasing amounts on advertising, particularly of food and beverages, to reach this segment. At the same time, there is a critical debate among parents, government agencies, and industry experts as to the ethics of food advertising practices aimed toward children. The␣present study examines parents’ ethical views of food advertising targeting children. Findings indicate that parents’ beliefs concerning at least some dimensions of moral intensity are significantly related to their ethical judgments and behavioral intentions of food advertising targeting children as well as the perceived moral intensity of the situation.     

Advertising Decisions and the Long Run Effects of Advertising

The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions.     

广告压岁钱

小时侯喜欢过年，原因有很多，最实惠的应该就算是可以穿一身新衣服和得到寄托着亲戚长辈以及伟大领袖殷切希望的压岁钱了。虽然这笔小财最终会被父母以替你保管为由给搜刮去，可就凭从手上过那一遍的兴奋，就足够自己乐着把年给玩完了。