By Marcia Amidon Lüsted
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Extra resources for Advertising to Children
But advertisers are drawing on the idea that kids want to eat foods that their parents would never eat, such as high-sugar, brightly colored candies and drinks. ” idea of “adults versus kids,” and that kids will either pester their parents to buy a food product or buy it themselves simply because it sets them apart from adults. Food marketing attempts to maximize the notion that food is fun. ” It began when everyday products were turned into toys. Items such as toothbrushes, shampoo, and adhesive bandages were decorated with licensed cartoon characters.
41 • Chapter 4 Many foods are altered or packaged to appeal to kids. Food Marketing I t might seem like the simplest thing in the world: when people are hungry, they go to the kitchen and find something to eat, or perhaps go out to a restaurant for a meal. But for kids today, there is an entire system in place to subtly direct just • 42 • Advertising toChildren what they want to eat, and when and where they will eat it. Saturated with Food Marketing The media has reported that many of today’s kids are overweight or obese and addicted to high-fat, high-calorie fast foods and snacks.
S. 3 GIA creates trust with its agents and then uses the information it collects from them to help corporate clients develop marketing aimed specifically at this market. • 36 • Twenty years ago, Seventeen magazine targeted sixteen year olds; now it aims at eleven and twelves. 2 Now, toy manufacturers feel that kids are done playing with toys at the age of ten. Kids are ready to move into the world of fashion, makeup, Internet gaming, and relationships with the opposite Advertising toChildren sex.
Advertising to Children by Marcia Amidon Lüsted