By Marcia Amidon Lüsted
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Additional info for Advertising to Children
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.
Parents and other adults used to determine what was appropriate for children and whether it was healthy or nutritious • 54 • Advertising toChildren or educational. But with the advent of marketing campaigns targeted to kids, many have developed their own distinctive voice in the consumer culture. With money to spend and power to influence their families’ spending habits as well, kids are a growing consumer group. And marketers want to know what they think. Kids are brought together through focus groups where marketers are eager to learn just what kids want.
They also know why kids buy what they buy. Marketers have identified core values that influence every buying decision kids make: fear, fantasy, mastery, humor, and love. A value such as fear might make a video game with thrills and violence appealing. Fantasy might be the reason why a child is drawn to a castle-building set. They want to use their imagination and create a world totally different from their everyday life. Mastery fits in with teens’ desires to rule their own worlds. It might drive them to reach the highest level of an X-Box 360 game.
Advertising to Children by Marcia Amidon Lüsted