Dissertations / Theses: 'Advertising and Children'

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Whalen, R. "Television food advertising to children : exposure, power and potential consequences." Thesis, University of Liverpool, 2016. http://livrepository.liverpool.ac.uk/3008157/.

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Falardo, Sara Figueiredo Caeiro. "Children emotional reactions toward advertising and brands: A drawing experiment." Master's thesis, NSBE - UNL, 2011. http://hdl.handle.net/10362/10071.

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Boyland, Emma. "Television food advertising to children : nature, extent and potential consequences." Thesis, University of Liverpool, 2011. http://livrepository.liverpool.ac.uk/1474/.

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Background: Experimental studies have shown that exposure to food advertising on television can affect children’s food preferences, choices and consumption in the short-term. However, little is known about the role of habitual television viewing (and therefore food advert exposure) and its potential relationship with brand awareness, brand requests, food preferences and weight status in children. The published research examining the UK television food advertising landscape also has a number of limitations that restrict its usefulness in assessing the potential influence of such food promotion on children’s diets. The current thesis used innovative methodologies to examine hypotheses arising from these issues in 6-13 year old children and on the UK television channels most popular with this age group. Key Findings: Effects of acute, experimental food advertising exposure (Chapter 3): Relative to toy advertisement exposure, food advertising exposure increased all children’s selection of branded and non-branded fat and carbohydrate items from food preference measures. No weight status differences in food preferences or response to advertising were found. Preferences for branded food items were particularly enhanced in high TV viewing children following food adverts suggesting that these children may have an increased susceptibility to these messages. However, all children were better able to recognise food adverts than toy adverts. Effects of habitual food advertising exposure (Chapters 3-5): Food preference differences between high and low TV viewers were evident in the absence of experimental television food advertising exposure in Chapters 4 and 5. All children were better able to correctly identify product names from brand character stimuli than vice versa. Higher habitual advertising exposure did not confer a greater ability to recognise food advertisements (Chapter 3) nor identify brand characters or products. Children with greater brand awareness did not display greater self-reported preferences for branded food items. The extent of food advertising on UK television (Chapter 6): Food advertising on television varied across channels, channel types, broadcast platforms, viewing times and recording periods (months of the year). The foods advertised on the channels most popular with young people were predominantly unhealthy items, even during periods when large numbers of children are watching, with promotions for healthy foods comprising less than a fifth of all food advertisements. The nature of food advertising on UK television (Chapter 6): Promotional characters (such as brand equity characters, licensed characters and celebrities) were often used to promote unhealthy foods to young people, although their use to promote healthier food items was greatest on dedicated children’s channels. Food adverts aimed at children principally rely on ‘fun’ as a key attribute of both the advertising experience and the use/consumption of the product. Food brand websites were most likely to be promoted during food adverts aimed at teenagers or adults. Implications: This thesis increases understanding of the effects of habitual food advertising exposure on food preferences and food preference responses to acute, experimental food advertising, in addition to providing a comprehensive assessment of the television food advertising landscape in the UK following regulatory reform.

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Da, Fonseca Abel Alexandre Ferreira Claro. "South African parents' perception of television food advertising directed at children / A.A.F.C. da Fonseca." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4447.

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Advertising to children has received regular focus since 1961, yet it remains a controversial topic. When people speak about advertising to children, they are frequently discussing food advertising. Recent concerns about food, nutrition and an increase in childhood obesity have resulted in a resurgence of interest towards advertising to children. Many factors contribute to the rise in childhood obesity; and advertising of unhealthy food to children has been recognised as one such factor. Advertising to children is fraught with ethical concerns. Children are considered to be vulnerable and susceptible to the influence of television advertising, since they do not possess the cognitive ability to comprehend or evaluate the advertisements they enjoy watching. Although there is ample research regarding the advertising of food to children, research on how parents perceive the impact of television food advertising on their children?s food preferences, as well as the overall level of parental concern with regard to this issue is limited. This study, aimed at exploring South African parents' perceptions of television food advertising to children, is in context of the widespread concern about TV food advertising, the increasing incident of obesity among children and a number of initiatives in other countries to limit children?s exposure to food advertising. A literature review was undertaken, which gave rise to the identification of the problem statement and objectives. Following the literature review, an empirical study was conducted with the aid of a questionnaire, as measuring instrument, to identify parents' perceptions of TV food advertising to children, in particular, parents with children aged between 3 and 14 years. The empirical study was conducted at a crèche in Vanderbijlpark, South Africa. The empirical research conducted for this study revealed that parents perceive it to be unacceptable for food to be advertised to children during their TV-viewing hours, in particular unhealthy food, and that advertising does influence their children's food preferences and eating habits. Parents believe that although regulations exist, these are ineffective in protecting children against advertisers. Furthermore, although parents are not in favour of banning all food advertising to children, they would like to see a reduction of food advertising to children and stronger restrictions being applied to TV food advertising during children?s viewing hours. As an outcome of the parents being exposed to the survey questionnaire, their awareness to the topic will be a lot greater than before. It would be interesting to see if those parents' perceptions have changed as a result of the heightened awareness and therefore it is recommended that the survey be repeated on the same parents within the next year. Furthermore, since the results obtained from this study is a representation of the perceptions of the parents from the geographical area of Vanderbijlpark, South Africa; it is recommended that this survey be conducted in other geographical areas around South Africa. Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

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Gideon, Valerie. "From incest to narcissism : the ideological evolution of child imagery in advertising." Thesis, McGill University, 1996. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=24083.

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The thesis undertakes a historical evolution of thought and ideology about the child in Western society with the final aim of contextualizing current images of the child in advertising. Throughout this evolution, ideologies of "innocence" and "experience" are articulated over the child in varying ways, defining the child as Nature, original sin, salvation, etc. The parent-child relation is analyzed according to the determining components of narcissism, the Oedipal wish and the incest taboo. The taboo's role in social organization is studied to determine how it has evolved in a consumerist society. Evolution of child imagery begins with manifestations of the incest theme in mythology and literature. The Romantic child is then contrasted to the Victorian child, revealing a "subversive echo" to child innocence. Power structures directed at controlling the child are reinforced in the modern and post-industrial families, the media and consumerism. Finally, the child in advertising is profiled within a mainly poststructuralist and psychoanalytic framework.

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Clark, Lauren. "Modest proposals: Irish children, consumer culture, advertising and literature, 1860-1921." Thesis, University of Sunderland, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.592883.

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This thesis examines the role that Irish children fulfilled in an emergent Irish advertising and consumer culture which sought to inculcate them as consumers from 1860 to 1921 . Currently, little research exists in the field of Irish advertising and no scholarly material exists to account for its links to consumer culture and literature in the period following the Famine towards the declaration of Irish independence. A number of approaches have been adopted in this research including research from the area of social history. textual analysis of critically neglected Victorian Irish literature involving children and reading advertisements, archival material and other ephemera in terms of the discourses that they purport to offer. The relation that children had to the consumer culture of Victorian Ire land will be discussed by an examination of mid- to late nineteenth-century Irish fiction, French fiction , anthropological writings, children's school books, magazines and periodicals which featured advertisements. A variety of literature will be scrutinised from the 1860 to 1890 period in particular to provide contesting representations of the child amidst theoretical repositioning and social movements towards child welfare in Ireland. Ultimately my research will demonstrate three factors. Firstly, that Ire land's advertising and consumer culture developed autonomously, in tune with nationalism and Irish national economic development during this period. This constitutes a form of "Celtic Consumerism" also evident in Scotland following the ,-Gaelic Revival and thus, enabled the child to be positioned as the newest participant in a national consumer process. Secondly, thanks to high child literacy rates which outstripped those of mainland Britain, Ireland's children were appealed to as literate consumers in advertising copy and were informed of the perils or benefits of consumer culture in late Victorian Irish literature. Thirdly, I will contend that the role of the child in the marketplace was also a conceit of French fin de siecle fiction and advertising copy that had a considerable impact on childhood in Ireland during this period.

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Folta, Sara C. "Using school public address (PA) systems to deliver nutrition messages to children /." Thesis, Connect to Dissertations & Theses @ Tufts University, 2005.

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Thesis (Ph.D.)--Tufts University, 2005. Adviser: Jeanne P. Goldberg. Submitted to the School of Nutrition Science and Policy. Includes bibliographical references. Access restricted to members of the Tufts University community. Also available via the World Wide Web;

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Newman, Nicola Louise. "The marketing of food to children : moving the debate beyond television advertising." Thesis, University of Sheffield, 2012. http://etheses.whiterose.ac.uk/14601/.

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Whilst food marketing to children has been heavily discussed in both the political and marketing arenas over the past few years, it has predominately concentrated on television advertising. However, it is now recognised that contemporary marketers are moving away from television advertising and expanding their range of communications. Therefore, this thesis looks to widen the debate to other forms of food marketing communications. From previous literature and four background interviews a conceptual framework is developed which highlights the importance of four parties: the food companies (and their communication agencies), the regulatory bodies, parents and children. The first two parties are predominantly investigated using secondary data, whilst the primary research for this study concentrates on the second two parties. As such fourteen qualitative family interviews with children aged between seven and eleven are undertaken. From my findings, the original conceptual framework is developed into an expanded framework. The framework has four sections. The first section details seventeen types of communications currently being used by the UK food industry. The second shows four types of restrictions (two frequency restrictions and two impact restrictions) which parents use to mediate some of these communications. The third section confirms that children possess differing levels of understanding across the range of communications. Finally the fourth section highlights (1) that there are five communications (television advertising, free gifts, price promotions, tie-ins with television, film and cartoon characters and children's speciality foods) which children perceive they encounter frequently and which have an impact on their purchase requests and (2) that there are seven communications (print advertising, product placement in television and films, product placement in video games, online advertising, advergames, in-school communications and branded toys) which they perceive they infrequently encounter and which have little impact. Overall this thesis is, to my knowledge, the first to present a holistic consideration of the marketing of food to children in the UK. It not only includes a full range of communications but also all the complete process, from the food companies to the children.

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Castonguay, Jessica. "Paradoxical Promotions: Age Differences in Children's Responses to Food Advertising Triggering Multiple Health Schemas." Diss., The University of Arizona, 2014. http://hdl.handle.net/10150/316898.

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The present study investigated whether exposing children to a television advertisement for a sugar-laden cereal that depicts physical activities influences their perceptions of the promoted food as healthy and appealing differently than exposure to an advertisement for the same product without the depiction of physical activities. Differences in the impact each advertisement had on children's attitudes toward and intentions to exercise were also examined. In addition to testing the straightforward effect of advertising exposure, this study explored the potential for age differences to lead to differing interpretations of advertising messages. A 2 (advertising condition) X 2 (age group) experimental design was employed. Participants were randomly assigned to view an advertisement for Frosted Flakes cereal that either did or did not depict physical activities. They were then offered three snack options, including Frosted Flakes, and asked a series of questions pertaining to their perceptions of the advertised cereal, the depicted physical activities, and more general forms of exercise. Exposure to advertising promoting an unhealthy food alongside portrayals of physical activity had an immediate strengthening effect on children's perceptions of the food's healthfulness. Likewise, younger children held more positive attitudes toward the promoted food when they viewed an advertisement associating it with physical activities. However, children's attitudes toward and intentions to engage in any form of exercise did not differ as a result of the advertisement they had viewed, regardless of the child's age. These findings help to explain prior research showing that children's exposure to food advertising is related to nutritional misperceptions. They are consistent with a growing body of research revealing that children respond favorably to food advertisements that associate a product with healthfulness. These findings contrast with food companies' assertions that promoting physical activity in their marketing is encouraging children to maintain a healthy lifestyle.

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Ren, Zhi Jie. "Exploring the art of persuasion :an analysis of the appeal methods used in television advertising for children's food and beverage." Thesis, University of Macau, 2011. http://umaclib3.umac.mo/record=b2569234.

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Saunders, Daveta Jacquistia. "The effects of African American children's skin complexions in Television commercials on the self-perception of African American children." Lynchburg, Va. : Liberty University, 2007. http://digitalcommons.liberty.edu.

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Al-Mazyad, Muneera. "Food advertising to children on UK television in 2012 : implications for dental health." Thesis, University of Liverpool, 2015. http://livrepository.liverpool.ac.uk/2033460/.

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Background: British children are exposed to higher levels of unhealthy than healthy food advertising through the television programmes they watch (Boyland et al., 2011). Needless to say, television is one of the most powerful media through which products can be promoted (Coon et al., 2001). Cairns et al. (2013), in their systematic review, found that television food advertisements can have a direct effect on children’s dietary choices, behaviours and attitudes. Furthermore, evidence shows that children who spend more time watching television are at a greater risk of developing caries (Locker, 2000). Show and Smith (1999) found an increase in the frequency of consumption of unhealthy food and beverages which could be damaging to children’s dental health. Cairns et al. (2013) found food advertisements to be a significant and independent determinant of children’s food behaviours. Therefore, it is crucial to explore to what extent foods that are potentially harmful to dental health are being promoted on UK television. Aim: To examine the prevalence of advertising of food and beverages on UK television watched by children, with a specific focus on foods that are potentially detrimental to dental health. Materials and Methods: Television sampling: Data were collected from 352 hours of television recorded from the main commercial UK channel, ITV 1, between January and December 2012. One weekday and one weekend day every month (both from 6am-10pm, i.e. 16 hours each) were recorded. Of the targeted 384 recorded hours, 32 hours were missing due to recording errors. Coding: Recorded television hours were scanned and both food and non-food adverts were coded according to a coding scheme previously used in Boyland et al. (2011), Kelly et al. (2010) and Gantz et al. (2007), which included the type of programme in which the advertisement was shown, and peak and non-peak children’s viewing times. Food adverts were classified, based on their effect on general health, into core/healthy, non-care/unhealthy, miscellaneous foods. They were further classified based on their effect on dental health into foods that are potentially harmful (cariogenic and acidogenic food products) and not harmful to dental health. Results: 9151 adverts were coded. Food products were the second most commonly advertised products, which accounted for 16.7% of all adverts (n= 1532). Adverts for foods that are potentially harmful to dental health comprised nearly two-thirds of all food adverts (61%; n= 934) and of these, 96.6% were cariogenic foods. Adverts for cariogenic foods with high and very high sugar levels ( > 9 g/100g or 100ml) represented 44.7% of all cariogenic food adverts. Of the advertised food products with very high sugar levels, sticky foods (50%) were the most frequently advertised products. Soft drinks were the most commonly advertised acidogenic foods/drinks, representing 52.4% of all acidogenic foods/drinks advertised. During peak children’s viewing hours, foods that are potentially harmful to dental health comprised nearly two-thirds (65.9%) of all food advertisements shown, which was significantly higher than the proportion of adverts for foods non-harmful to dental health (34.1%) (p = 0.011). Although the proportion of adverts for foods potentially harmful to dental health was less than 1% during children’s programmes, those adverts were shown significantly more often during other programmes watched by children and young people, such as entertainment (25.9 %) and game shows (16.8 %)(p < 0.001). Conclusion: Children are exposed to a considerably high proportion of advertisements for foods that are potentially detrimental to their dental health during children’s peak viewing hours and also around programmes watched by young people. The direct effect of television food advertisements on children’s dietary choices (Cairns et al., 2013) and the increase in the risk of caries associated with an increase in time spent watching television (Locker, 2000) suggest the need to apply stronger regulations that help reduce children’s exposure to unhealthy food advertisements.

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Cheng, Benjamin Ka Lun. "Promoting healthy eating among children using regulatory fit theory." HKBU Institutional Repository, 2013. http://repository.hkbu.edu.hk/etd_ra/1537.

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Wolff, Kenya E. "Parental Perceptions of Marketing to Young Children: a Feminist Poststructural Perspective." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc500043/.

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This study examined parental perceptions of marketing to young children using a feminist post-structural theoretical framework to specifically examine the following questions, 1) To what extent are parents aware of the marketing tactics being directed toward young children? 2) How do power/knowledge relations and practices produce parent’s multiple subjectivities as they parent their children in regards to commercial culture? 3) How can early childhood educators adapt pedagogy and practice in order to meet the needs of children growing up within the context of a commercialized childhood? In-depth unstructured interviews revealed that parents within this study tend to view themselves as solely responsible for their children and do not support governmental regulation of the advertising industry. In most cases, the parents in the study empathized with marketers trying to sell their products to children. Furthermore, while participants in this study were concerned about how consumer culture influences children’s subjectivities, they were more concerned about “adult content” than corporate access to children. Many of the parental perceptions uncovered mirror neoliberal discourses including an emphasis on individual responsibility, the belief that government regulation is censorship and the privileging of economic rationale by systematically representing children as sources of profit. This study utilized Deleuzean and Foucauldian concepts in order to make visible the practices and discourses that discipline children and parents as consumers within the United States neoliberal assemblage(s). This analysis also revealed the very contradictions and complexities that are dramatically shaping parents and young children within the United States’ consumer cultural landscape(s).

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Jantošová, Nicole. "Vliv reklamy na děti školního a předškolního věku." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-203819.

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Advertising is everywhere around us. Every day a large amount of commercials and adverts is influencing us regardless of the fact whether it is from TV, the internet or magazines. We also can see advertising in shops and on the streets. Children are becoming a popular target of traders and therefore this thesis is focused on the impact of advertising on children. The goal of the thesis is to analyse the impact of advertising on children attending the primary school and the nursery school, then to find out how children perceive advertising and how they are influenced by it depending on their age and gender. The thesis is divided into two parts. The theoretical part concentrates on advertising, the consumer behaviour and the segmentation of the market. The last chapter focuses on the specifics of children´s segment, methods of addressing children and the end of this part is dedicated to the regulation of advertising in relation to children. The practical part concerns my own survey which was carried out in the form of group discussion with pres-chool children, questionnaire among pupils and online questionnaire among parents.

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Roark, Beth A. "The relationship of Saturday morning television commercials viewed and the food consumption of third graders." Virtual Press, 1989. http://liblink.bsu.edu/uhtbin/catkey/722788.

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The relationship of Saturday morning television food commercials viewed and the food consumption of third graders in the Franklin County Community School Corporation in Franklin County, Indiana, was investigated. Such information should help parents, dietitians, and teachers educate children, ultimately producing a healthier population. The results of this study could possibly assist the federal agencies revise guidelines to help protect the children.The independent variable measured was food commercials viewed on Saturday morning; the dependent variable was food consumed. The instrument was designed, pilot-tested, and administered by the researcher with subjects’ identities remaining anonymous.Following data collection, the relationship between the variables was tested using phi coefficient. The phi value of .470 was considered to be significant beyond the .05 level to .00000 level. It was concluded that foods viewed on television are significantly correlated with foods consumed. Department of Home Economics

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Bailey, Rachel. "Trained to eat children's cognitive and emotional processing of snack food advergames /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5691.

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Thesis (M.A.)--University of Missouri-Columbia, 2008. The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 10, 2009) Includes bibliographical references.

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Simmons, Charlotte. "Children, media and regulation." Thesis, Loughborough University, 2009. https://dspace.lboro.ac.uk/2134/13748.

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Each new medium of communication that has emerged over the past century and more has generated concern over its alleged negative effect on children. This concern has (in most cases) generated a moral panic, involving campaigning by moral guardians and office spokespeople, calls for greater regulation and subsequent response from the government or designated regulators. Based on continued inconclusive media effects research and debates over adults' and children's rights, regulation has become increasingly problematic. Such questions as how far you should restrict and protect children and how it may be possible to balance protection with rights, are complex and fraught with practical difficulties. These are the kind of questions that regulators have currently to consider. In addition, media convergence and internet technology threaten traditional regulatory structures. Such developments pose a further regulatory quandary. How are regulators attempting to tackle these issues? The thesis attempts to examine this question by exploring how regulators have responded to panics over children's media and whether their attempts have resulted in robust regulatory systems. The regulation systems analysed embrace advertising and obesity, internet chat-rooms and grooming, video games and violence and cinema regulation (the 12A classification). Case studies of these particular areas of current concern show how regulation has developed and how it works in practice, assess whether such regulation is effective and if not, recommends ways in which it could be improved.

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Pinto, Adena. "The Landscape of Food and Beverage Advertising to Children and Adolescents on Canadian Television." Thesis, Université d'Ottawa / University of Ottawa, 2020. http://hdl.handle.net/10393/41408.

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Background: Canadian youth obesity, and comorbidities, have paralleled trends in consuming nutrient-poor foods marketed by the food industry. In Canada, food marketing is largely self-regulated by the food industry under the Canadian Children’s Food and Beverage Advertising Initiative (CAI). Methods: Public television programming records benchmarked the volume of food advertising targeted to preschoolers, children, adolescents, and adults on Canadian television. Food advertising rates and frequencies were compared by age group, television station, month, food category, and company, using regression modelling, chi-square tests and principal component analysis. Results: Food advertising rates significantly differed by all independent variables. Fast food companies dominated advertising during adolescent-programming while food and beverage manufacturers dominated advertising during programming to all other age groups. CAI signatories contributed more advertising during children’s programming than non-signatories. Conclusion: Failings of self-regulation in limiting food advertising to Canadian youth demonstrate the need for statutory restrictions to rectify youth’s obesogenic media environments and their far-reaching health effects.

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Reeve, Belinda Helen. "The food pyramid meets the regulatory pyramid - responsive regulation of food advertising to children." Thesis, The University of Sydney, 2013. http://hdl.handle.net/2123/11643.

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Obesity poses an urgent threat to children’s health. The causes of obesity are many and varied, but evidence suggests that the food industry makes a significant contribution. Multinational companies use a range of communication channels and marketing techniques to promote unhealthy foods and beverages to children. This promotion has a small but significant effect on children’s food preferences and choices, their consumption patterns and diet-related health. While public health advocates call for statutory regulation of unhealthy food advertising, the food industry has mobilised government support for voluntary action. In Australia, there is significant debate over the success of two self-regulatory codes that address food advertising to children. In this thesis I evaluate the food industry’s initiatives using a new approach. Although I consider evidence of the codes’ outcomes, I focus on whether they establish the building blocks of an effective self-regulatory regime. I use regulatory studies and public health law to create a framework for evaluation, drawing particularly on the idea of responsive regulation. I also compare food, tobacco and alcohol advertising regulation to predict whether statutory regulation of food advertising is practical and politically feasible. I find that food and alcohol advertising codes contain a series of ‘escape clauses’ that permit companies to continue with most of their marketing practices. As a result, the codes do not significantly reduce children’s exposure to food and alcohol advertising, or moderate the persuasive techniques used by marketers. Food industry self-regulation lacks the features of a well-designed voluntary scheme, including clear objectives, independent administration and monitoring, effective enforcement and systematic review. Further, regulatory processes are almost entirely industry based, meaning that the scheme is not accountable to external stakeholders. The difficulty of conducting research in this area underscores this conclusion. Food and alcohol companies report high levels of compliance with the codes, and an ethical commitment to responsible marketing practices. However, the initiatives do not place demanding requirements on participants; they only codify existing best practice in advertising to children. Further, industry initiatives exclude some of the main food and alcohol advertisers. In comparison to tobacco, food and alcohol products are highly varied, making regulation a more complex exercise. More fundamentally, these industries have an economic interest in advertising unhealthy products to a wide range of age groups. Accordingly, they are unlikely to accept any tighter restrictions on advertising to children, which might impact on their communication with adult audiences. One way of strengthening self-regulation is to include external stakeholders in regulatory processes. Public health actors engage with the food and alcohol industry (unlike the tobacco industry), creating the potential for more collaborative arrangements. However, experience with the ‘quasi-regulation’ of alcohol advertising illustrates that public health participation may not create a more transparent and accountable scheme. Also, external participation in industry schemes is highly contentious, and public health actors risk their credibility and reputation in doing so. Accordingly, government action is required to broaden the reach of self-regulation and improve its functioning. Given the strong case for government action, the question becomes what form it should take. There are significant political barriers to legislation, including the power of the food industry, and neo-liberal ideologies that favour minimal regulation. Accordingly, I consider options outside of ‘command-and-control’ regulation. Through co-regulation, the government could set clear objectives for the codes to achieve, establish an independent body for monitoring and enforcement, and formalise its oversight of the scheme. It must also threaten the industry with more intrusive regulation, should the improved scheme fail to reduce children’s exposure to unhealthy food advertising. This strategy implicitly endorses a responsive regulatory approach that begins with voluntary action by the food industry itself. However, it also recognises the central role of the state in regulation, and describes new ways for governments to protect public health.

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Magalhães, Ana Filipa Veloso de. "The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10330.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The aim of this project was to try to prove the effectiveness of the Media Smart Program in Portugal, a program that helps children to understand and be critical towards advertising. Until now, there were no quantitative studies about this subject in Portugal. Therefore, it was used a structured questionnaire, semi-structured interviews and an Observation in Media Smart Classes. The results suggested that this program was not effective in a short period of time since children might not have time to absorb the entire program. So, future studies should have this point into account.

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Chakroff, Jennifer Leigh. "Parental mediation of advertising and consumer communication the effectiveness of parental intervention on young children's materialistic attitudes /." Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1190001119.

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Nobre, Ana Lúcia Maurício. "O mundo da criança: análise da publicidade televisiva a brinquedos." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2011. http://hdl.handle.net/10400.5/3406.

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Dissertação de Mestrado em Comunicação Social O objectivo deste estudo é identificar as principais caraterísticas dos anúncios televisivos a brinquedos. Procurámos perceber como é que se processa o desenvolvimento da criança, qual a importância do brinquedo nesse processo, para entender como é que a publicidade, especialmente a emitida pela televisão, a pode influenciar e quais as reacções da criança à publicidade. Foram utilizadas dois tipos de análise: a Análise de Conteúdo, para compreender e identificar as características dos anúncios referidos e quais os brinquedos mais relevantes, através da análise a 61 anúncios a brinquedos emitidos em Novembro de 2009, pela SIC; na Análise Secundária de Fontes Oficiais foram utilizados os dados da Marktest para percebermos, ao nível de investimento, a importância do sector dos brinquedos. Concluímos que neste tipo de anúncios o discurso é emotivo, havendo sempre música e narrador. As crianças são uma presença frequente, assim como os desenhos animados e o manuseamento do produto. O tema e o brinquedo mais relevante varia consoante o género do destinatário. Relativamente ao mercado publicitário, este sector não tem muita expressão. Numa sociedade onde a publicidade é uma presença constante os pais e escolas desempenham um papel fundamental na preparação das crianças para esta realidade. The aim of this study is to identify the main features of television toy’s advertisements. We tried to understand the process of child development, the role of toys in it, in order to understand how can advertising, specially the one viewed on television, influence children and how they react to it. Were used two types of analysis: content analysis, to understand and identify the features of these advertisements and also which are the most relevant toys, through the analysis of 61 toy’s advertisements, broadcasted in November 2009, by SIC; in the secondary analysis of official statistics, were used the data of Marktest in order to realise, through the investment, the importance of toys in the advertising market. We conclude that these type of advertisements have an emotional speech, also the presence of music and a narrator are always there. Children, cartoons and handling the product are other features that appear in them very often. The theme and the most relevant toys depends on the gender of the children. Regarding the advertising market this sector as little expression. In a society were advertising is everywhere parents and schools play a key role in preparing children for this reality.

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Sedláčková, Veronika. "Analýza vlivu reklamy na děti." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197003.

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Advertising is an integral part of our lives. We meet with advertising at every step. Adults can, for the most part, distinguish and understand advertising, but what about children? How advertising influences children? Are they ready for it? The aim of this thesisis to introduce the concept of advertising, advertising history in our country, legislation and also analysis of the impact of advertising on children.The first part of this analysis is given to parents and seeing how they perceive advertising, respectively its impact on children. The second part of the thesis represents the analysis of the impact of advertising on children, in a breakdown by the given ages.The work is aimed at children up to seven years, mainly on children attending a kindergarten. These children are divided by age into three categories, namely children under three years old, children under five years of age and children under seven years of age. The conclusion of the thesis summarizes the findings of my own analysis and presents possible recommendations.

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Tang, Yin-loong Raymond, and 鄧彥龍. "Textual, discursive, and visual construction of identities of childrenin Chinese advertisements in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31237733.

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Vinall, Sarah A. J. "A critical look at nutritional value of commercials on the Nickelodeon Network." Scholarly Commons, 2008. https://scholarlycommons.pacific.edu/uop_etds/689.

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Food advertising aimed at children in America has been proven to directly impact food preferences, eating behavior and brand loyalty of youth (Story & French, 2004). The purpose of this study was to evaluate the content of television commercials that occurred during children's programming on the popular children's network Nickelodeon. This study examined the frequency, nutritional content and overall advertising techniques associated with food, beverage and restaurant commercials. It also assessed the degree to which children are being exposed to the promotion of unhealthy food, beverage restaurant commercials. This study examined commercials that aired on the Nickelodeon Network between Monday, August 11 through Friday, August 15, 2008 between 3 p.m. and 5 p.m. on the Comcast Cable System in Stockton, California. The programming was recorded on a VHS tape and then later reviewed and analyzed. Each commercial was examined in the following areas: nutritional content; slogan; branded characters; premium; link to a movie and healthy message. This study demonstrated that 40.65% of the commercials airing between 3 p.m. and 5 p.m. on the Nickelodeon television network are for food, beverage and/or restaurants. Twenty-six percent of food, beverage and restaurant commercials met or exceeded the daily recommended levels of fat, added sugars, and sodium, and fell short of providing essential nutrients as outlined by the United States Department of Agriculture (USDA) (United States Department of Agriculture, 2008). The results of this study indicate that a considerable amount of food commercials targeting children as consumers. Government regulation seems unlikely due to the First Amendment, rights to free speech. This study points to several suggestions for advertisers, advocates, Children's Advertising Review Unit (CARU) teachers and parents to address the issue of advertising to children. Some of the suggestions include stricter self-regulation, education and parental responsibility.

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Potvin, Kent Monique. "Food and Beverage Marketing on Television During Children's Preferred Viewing: The Influence of Regulatory and Self-regulatory Policies." Thèse, Université d'Ottawa / University of Ottawa, 2011. http://hdl.handle.net/10393/19890.

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Objective: Childhood obesity is associated with children’s exposure to food/beverage marketing, and policy options to limit this marketing are being sought. To examine the influence of advertising self regulation by industry in Ontario and the child-directed advertising ban in Quebec, we assessed the differences in exposure to food marketing on television between three groups of children: English children in Ontario, and French and English children in Quebec. Next we examined the differences in the nutritional quality of foods advertised to these groups of children during their preferred television viewing. Lastly, to examine the efficacy of self-regulation of food marketing to children, we compared the differences in food/beverage marketing between two groups of corporations: 17 corporations participating in the Canadian Children’s Food and Beverage Advertising Initiative (CAI) and 35 corporations not participating in this initiative (non-CAI) during English children’s preferred viewing on television. Method: A 90 hour content analysis consisting of the preferred viewing of English Ontario, French Quebec, and English Quebec children was undertaken. The frequency of food/beverage promotions and related marketing techniques was determined in the first study and the nutritional quality of these foods/beverages was established and compared in the second study. To determine children’s preferred viewing, a total of 428 children ages 10-12 completed television viewing diaries for 7 days while 32 television stations were recorded simultaneously between 6 am and 12 am. In the final study, the food/beverage marketing activities of CAI and non-CAI corporations during 99.5 hours of English children’s preferred viewing were compared. The preferred television viewing was based on the television viewing journals of 272 English speaking children. Each food/beverage promotion was classified by corporation type (i.e. CAI or non-CAI) and compared. Results: In the first study, similar rates of food marketing were seen across all three population groups. French Quebec subjects were exposed to significantly more beverage and fewer grain, candy and snack food promotions. French Quebec children were targeted less frequently, and media characters were used less often than in the English groups. In the second study, food advertisements in the Quebec French sample were significantly higher in total and saturated fat, significantly lower in carbohydrates and sugar per 100 grams, and higher in protein as a percentage of energy than the two English samples. Similar proportions of advertisements were classified as “less healthy” across all three groups. In the final study, the CAI group was responsible for significantly more food/beverage promotions, more candy/snack and restaurant promotions and used media characters more frequently than the non-CAI group. Nutritionally, a significantly greater proportion of the CAI food/beverage promotions were considered “less healthy” compared to the non-CAI promotions. Conclusion: The Quebec advertising ban does not appear to be limiting the amount of food/beverage advertising seen by children aged 10-12, nor is it having a significant influence on the healthfulness of foods/ beverages in these advertisements. Clearly, the Quebec policy needs to be broadened and strengthened. With regards to the self-regulatory system in Canada, our results indicate that the commitments that have been made in the CAI are not having a significant impact on the food and beverage marketing environment on television which is preferred by 10-12 year olds. The Government of Canada may want to consider alternatives to industry self-regulation in marketing in order to protect the health of our children.

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Quilliam, Elizabeth Taylor. "Happy meals, happy parents food marketing strategies and corporate social responsibility /." Diss., Connect to online resource - MSU authorized users, 2008.

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Thesis (Ph.D.)--Michigan State University. Communication Arts and Sciences - Mass Media, 2008. Title from PDF t.p. (viewed on Mar. 30, 2009]) Includes bibliographical references (p. 130-141). Also issued in print.

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Lowry, Michelle. "The construction of "needy" subjects, an analysis of the representation of "third world" children in charity advertising." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape11/PQDD_0005/MQ40660.pdf.

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Palfreeman, Linda. "Towards advertising literacy : an empirical investigation into the capabilities of children in interpreting linguistic features of persuasive communication." Thesis, University of Leeds, 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.329695.

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Asztalos, Joanne G. "Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior." Morgantown, W. Va. : [West Virginia University Libraries], 2003. http://etd.wvu.edu/templates/showETD.cfm?recnum=3209.

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Valentová, Markéta. "Právní otázky on-line reklamy zaměřené na děti." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193692.

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This diploma thesis deals with the legal issues of online advertising directed towards children. At first, it focuses on the current situation of on-line advertising and describes its forms. Subsequently addressing the influence of advertisements on children. The substantial part of the thesis is the analysis of the advertising regulation in the Czech Republic and abroad. It analyses both legislation and self-regulatory measures. This thesis applies that regulation on the internet and determines whether it is sufficient. The necessity of dealing with this topic, is supported by the results of the research on relationship between children and the internet.

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Van, den Berg Marinus. "Evolutionary consumers an investigation into the ethical implications of marketing to children." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95683.

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Thesis (MBA)--Stellenbosch University, 2012. ENGLISH ABSTRACT: When it comes to getting people to spend money on consumer goods, Madison Avenue have trust in the power of a whining child. The very young are more and more becoming the target of the advertising industry. As more and more companies are turning to child psychologists to help fine tune their messages, some specialists in child development are disturbed by the trend. As marketers are pitching to younger audiences, the question arises if children are being robbed of their innocence and childhood. Children are very naïve about advertising and can easily be manipulated and exploited. The general belief in the industry is that marketers can shape these children into lifelong customers with brand loyalties. Estimates have shown that children's aggregate spending has roughly doubled during the 1960's, 1970's, 1980's and almost tripled in the 1990's (Zoll, 2000). Why is this the case? What are the big corporations really up to: recruiting children to promote products on the playground, acting as their friends on social networks, repackaging junk food as a new health alternative and blurring the lines between what is advertising and what is not. Marketing that targets children are virtually everywhere - television, the internet, the playground and even the classroom. Product placements and other innovations have introduced more subtle ways of conveying their message. All this have created "commercialised children". The debate regarding the ethics of marketing to children is not a new development. Over the last three decades there were some fundamental questions asked about the fairness of marketing to children. Most of these questions are still unresolved. As the consumers started to understand their rights better over the last few years, this debate has started to move to the fore. While parents at home are struggling to set limits, marketing executives are working just as hard to undermine these efforts with irresistible offers. We need ask ourselves if too much marketing leads to unhappy families or will all these products lead to a more happy life. Because of the difficulty of gaining access to the child as a research subject, for the purpose of this thesis the focus was on secondary data available. This thesis is therefore a work of investigation, bringing research together from studies conducted in the United States of America, Canada, the United Kingdom and other European countries. The starting point was to gain knowledge of the cognitive development of a child. Using the work of Piaget as a basis and working with the developmental blind sports developed by Acuff and Reiher, vulnerabilities where identified for each of the developmental stages. Studies where then conducted into how the marketing industry targets each of those groupings and the products sold to them. In the end the products can be classified as: Inherently dangerous, safe and neutral. The classification of these products is an important aspect of the moral value of the companies selling them. It was necessary to look at the current legislation that is protecting the child and how the industry is finding their way around these. Finally, an ethical framework was designed that was used to look at the marketing industry's actions in each of the developmental phases and the products they sell. Because this thesis looks at the development of the child and the way that marketers target the child by focusing on the developmental blind spots, the feminine is also included when the masculine is used unless specifically stated that there is an important difference. In the end, it is clear that it is the ones who are in the daily "trenches" of homes everywhere who are under the most pressure. It is the parents and caretakers who are purposefully trying to design a healthy and enriching environment for their kids to grow up in who needs to be applauded. They are encouraging these children to have the courage to say no to the negative influences of materialism and irresponsible marketing. Although legislation does exist, it is in most cases not nearly strong enough to have a significant impact. In most cases the industry is left to regulate itself and the flow of money has the strongest pull. All over the world, parents are starting to form a united front against the irresponsible marketers and are forcing new laws and legislation to be implemented to help regulate the industry better. AFRIKAANSE OPSOMMING: Wanneer dit kom by die motivering vir mense om geld uit te gee op verbruiksgoedere, het Madison Avenue baie vertroue in die krag van 'n kermende kind. Die jong kind word al meer en meer geteiken deur die advertensie industrie. Meer en meer ondernemings gaan na kindersielkundiges toe om hulle te help om hul boodskap te verfyn. Sommige spesialiste in die ontwikkeling van die kind is baie bekommerd oor hierdie tendens. Soos wat bemarkers al meer na jonger markte neig, het die vraag begin ontstaan of hulle nie besig is om die jeug te beroof van hul onskuld nie. Sover dit die bemarkingsboodskap aangaan, is kinders baie naïef en kan hulle maklik gemanipuleer en uitgebuit word. Die algemene gevoel in die industrie is dat bemarkers hierdie kinders kan omskep in lewenslange kliënte deur gebruik te maak van handelsmerk lojalitiet. Skattings toon dat die kinders se gemiddelde spandering rofweg verdubbel het gedurende die 1960's 1970 en 1980's en amper verdriedubbel het in die 1990's (Zoll, 2000). Die vraag is nou, waarom is dit die geval? Waarmee is die groot maatskappye werklik besig wanneer hulle kinders werf om hul produkte op die speelgronde te bemark, of voorgee dat hulle vriende is op die sosiale netwerke, of kitskos herverpak asof dit gesond is en die lyne tussen realiteit en advertensie laat verdof. Bemaring wat kinders teiken kom amper orals voor - televisie, die internet, die speelgrond en selfs in die klas. Die plasing van produkte en ander innoverings maak die oordra van die boodskap baie meer subtiel. Dit alles is besig om 'n gekommersialiseerde kind te skep. Die debat oor die etiek van bemarking na kinders is nie 'n nuwe ontwikkeling nie. Oor die laaste drie dekades was daar reeds fundamentele vrae gevra oor die regverdigheid van bemarking na kinders toe. Die meeste van die vrae is steeds onbeantwoord. Soos wat verbruikers hulle regte oor die laaste paar jaar beter begin verstaan het, het dit die debat opnuut na die voorgrond gebring. Terwyl ouers tuis sukkel om grense te bepaal, werk die bemarkingsbestuurders net so hard daaraan om hierdie reëls te ondermyn met baie aantreklike en onweerstaanbare aanbiedings. Dit gee aanleiding tot die vraag vra of te veel bemarking kan aanleiding gee tot ongelukkige gesinne en of al hierdie produkte werklik sal lei tot 'n beter lewe. As gevolg van die beperkinge op die toegang tot kinders in navorsing, is daar vir die doel van die tesis gebruik gemaak van sekondêre data bronne. Die tesis is dus 'n ondersoek na bestaande navorsing gedoen in die Verenigde State van Amerika, Kanada, die Verenigde Koninkryke en ander Europese lande. Die begin punt van die studie was om kennis op te bou oor die kognitiewe ontwikkeling van 'n kind. Deur die werk van Piaget te gebruik en te werk met die ontwikkelingsblindekolle wat ontwikkel is deur Acuff en Reiher, is kwesbare areas geïdentifiseer vir elke stadium van die ontwikkelingsproses. 'n Studie is gedoen om te bepaal hoe die bemarkingsindustrie elk van hierdie groepe teiken en watter tipe produkte op elke vlak verkoop word. Die produkte is in drie kategorieë geklasifiseer: gevaarlik, veilig en neutraal. Die klassifikasie van die produkte is 'n belangrike aspek in die morele waarde van die onderneming wat dit verkoop. Dit was ook nodig om na die huidige wetgewing te kyk wat die kind beskerm en hoe die industrie rondom hierdie wette beweeg. Laastens is 'n etiese raamwerk opgestel waarteen die bemarkingsindustrie se aksies in elke ontwikkelingsfase gemeet word. Omdat hierdie tesis fokus op die kind en die wyse wat bemarkers die kind teiken deur te fokus op die ontwikkelingsblindekolle word die vroulik ingesluit elke keer waneer die manlike aanspreek vorm gebruik word, tensy daar spesifiek verwys na die feit dat daar 'n verskil is in die optrede. Op die uiteinde is dit duidelik dat die wat in die loopgrawe op die tuisfront is, is die wat onder die meeste druk verkeer. Dit is die ouers en die versorgers wat doelbewus probeer om 'n gesonde en verreikende omgewing te skep vir die kinders wat lof en waardeering verdien. Dit is hulle wat poog om die kinders te ondersteun en aan te moedig om nee te se vir die negatiewe invloede afkomstig van die materialistiese en onverantwoordelike bemarking. Alhoewel wetgewing wel bestaan, het dit in die meeste gevalle nie 'n sterk genoeg impak om die kind se belange te besterm nie. In die meeste gevalle is die industrie ook oorgelewer aan self-regulering en het die vloei van geld die sterkste aantrekking. Reg oor die wêreld is ouers besig om saam te staan teen die onverantwoordelike bemarkers en begin hulle druk uitoefen om die huidige wetgewing te verander en nuwe wette ingestel te kry om die industrie beter te reguleer.

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Wydick, James R. "The impact of in-game advertising on players' attitudes and purchasing behavior towards video games." View electronic thesis, 2008. http://dl.uncw.edu/etd/2008-3/wydickj/jameswydick.pdf.

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Baader, Cinira. "Alimentação ou diversão? A publicidade contemporânea de alimentos infantis e suas possibilidades de sentidos para as práticas de consumo e hábitos alimentares das crianças." Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/27/27153/tde-27022015-112923/.

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A pesquisa que se apresenta concentra-se no estudo do contexto contemporâneo da midiatização publicitária de alimentos infantis - considerando-se as diferentes manifestações midiáticas e expressividades de marcas materializadas a partir da tendência do eatertainment - por meio da análise semiótica e fenomenológica dos principais elementos sígnicos presentes nos processos desta midiatização e suas possibilidades de sentidos para as práticas de consumo e hábitos alimentares das crianças em seus cotidianos no mundo contemporâneo. Um estudo que pretende contribuir significativamente para a produção científica no campo da comunicação, pois, na medida em que visa contrastar o contexto contemporâneo da midiatização publicitária de alimentos infantis com as questões relacionadas ao contexto das práticas de consumo e hábitos alimentares das crianças na contemporaneidade, busca entender se esta midiatização do consumo alimentar infantil alinha-se, ou poderia se alinhar, às práticas desejáveis de consumo alimentar junto ao segmento em estudo. Com isso, talvez seja possível encontrar, no processo de regulação de sentidos dos discursos das marcas de alimentos, caminhos que se afinem com a regulação do setor alimentar e de suas comunicações para o público infantil. This research is focused on the study of child-foods\' advertising mediatization - considering the different media\'s and brands\' expressions materialized by the current consumer trend of eatertainment - by semiotic and phenomenological analysis of the main signs present in this child-foods\' advertising and their possible senses on children\'s consumption practices and eating habits in contemporary world. It\'s a study which intends to contribute in a significant way to the context of academic research in communication. And in this way, by highlighting the contrast between the contemporary context of child-foods\' advertising and the questions related to children\'s consumption practices and eating habits in contemporary world, this study intends to identify, in the regulation process of senses in brand-foods\' discourses, possible ways that could be aligned with the regulation process of food market and its communications to children.

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Ribeiro, Ana Lúcia Cruz. "Marketing e publicidade: influência no consumo alimentar de crianças." Bachelor's thesis, [s.n.], 2013. http://hdl.handle.net/10284/4268.

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Trabalho Complementar apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de licenciada em Ciências da Nutrição A perceção de que hábitos alimentares adquiridos na infância e adolescência vão ter reflexos na idade adulta tem vindo a ser analisada ao detalhe pelas indústrias do ramo alimentar, que apostam nestas faixas etárias como grandes nichos de mercado. Para que o grande público tenha conhecimento dos produtos, a forma mais eficaz de os anunciar é, certamente, através da publicidade, nomeadamente da publicidade televisiva. É através desta e da utilização das mais variadas técnicas que o produto se apresenta junto do público-alvo. A maioria das campanhas publicitárias direcionadas para os mais jovens, anunciam produtos cuja composição nutricional é desadequada tendo em conta as recomendações. Existe alguma evidência de que o marketing influencia as crianças relativamente às suas escolhas, consumos e preferências alimentares, compras de alimentos e bebidas e pedidos que fazem destes produtos aos pais. Com o aumento da exposição à publicidade televisiva, as crianças tendem a praticar menos exercício físico, colocando-as em risco de desenvolvimento de obesidade gerada pelo consumo exagerado de alimentos de elevada densidade energética, publicitados frequentemente nos anúncios de televisão. The perception that eating habits established in childhood and adolescence will be reflected in adulthood has been analyzed to detail by the industries of the food branch, betting that these age groups are large niche market. The most effective approach to the awareness of the product by the general public seems to be through advertising, including television advertising. Is through the use of various techniques that the product is presented to the target audience. Most advertising campaigns targeted at the younger, advertise products whose nutritional composition is inadequate in view of the recommendations. There is some evidence that marketing influences children in their choices, consumption and food preferences, shopping for food and beverage and asking these products to parents. With increasing exposure to television advertising, children eventually move away from physical exercise and puts them closer diseases like obesity generated by the excessive consumption of energy-dense foods, often seen in television advertisements.

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Connell, Paul Marshall. "Perspectives on Childhood Consumption Memories." Diss., The University of Arizona, 2008. http://hdl.handle.net/10150/195534.

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The armchair social scientist will notice that individuals frequently refer to consumption that occurred in childhood. Books, toys, movies, cartoon characters, and even favorite foods are just a few examples of these childhood consumption referents. In her now well-cited and classic study on 15 different consumer-brand relationships, Fournier (1998) identified individual's relationships with childhood consumption referents and called them childhood friendships. Nevertheless, there is a relative dearth of consumer research exploring effects of marketing that begin in childhood and extend into adulthood, what functions childhood friendships might serve, and what consequences there might be to these relationships. In my dissertation, I aim to contribute to the consumer psychology literature with two separate essays pertinent to childhood friendships. In the first essay, I explore the meaning of these relationships and the functions they serve in consumer identity throughout the life cycle. In the second essay, I examine effects of early childhood brand relationships on biased judgments and decision-making.

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Rivera, Erica Nelson. "Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald's." BYU ScholarsArchive, 2016. https://scholarsarchive.byu.edu/etd/6440.

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The dramatic rise in childhood obesity is a major concern nationwide. Unprecedented media exposure, drastically decreased time spent interacting as a family, and the consumption of calorie-dense foods are all heated topics of discussion with ties to weight gain. In this research, possible associations are examined between media, social groups and a favorite fast-food restaurant among children: McDonald's. Q methodology was used to analyze the various factors that draw children to McDonald's. With a theoretical background in social learning theory, this study had 29 children rank-order 30 photographs depicting elements of the McDonald's experience. Pictures included the most and least popular food items, social events like birthday parties and eating with family, physical aspects of McDonald's, such as the Playplace and dining area, famous McDonald's characters and celebrities, promotional events and giveaways, like the monopoly game, food coupons and Happy Meal toys. The participants then took part in an interview. Results of the study resemble existing research into what motivates children to go to McDonald's, including the food and Playplace. However, this study also reveals three new factors contributing to the restaurant's popularity for kids: their need to be with friends and family, frequenting the restaurant as a sort of comfortable rite or tradition, and the fame with which McDonald's is associated. The findings suggest the importance of social education about food habits from parents, in spite of an increased dependence on media and peers for information.

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Castilhos, Silmara de Fátima. "Lazer, consumo e auto-regulamentação publicitária: contribuição ao estudo da proteção do consumidor infantil." reponame:Repositório Institucional do FGV, 2007. http://hdl.handle.net/10438/2319.

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Made available in DSpace on 2010-04-20T20:51:53Z (GMT). No. of bitstreams: 3 88005.pdf.jpg: 18547 bytes, checksum: d4ecd3f561e43e0b96227d1f038a84f9 (MD5) 88005.pdf: 1141394 bytes, checksum: c96f0db8253f5d9fe84903f2d3b4fc94 (MD5) 88005.pdf.txt: 378210 bytes, checksum: 71982d0715505d34abd7d8bffb2ec45a (MD5) Previous issue date: 2007-03-09T00:00:00Z A questão do consumo infantil tornou-se foco de atenção mundial. Várias publicações descrevem e buscam explicar situações em que a criança é capturada em seu momento de lazer através de estratégias de marketing. A bibliografia mostra que a criança tem pouca clareza sobre as intenções persuasivas da publicidade, que é vista por ela como informação e entretenimento. E esta característica da criança acaba sendo utilizada como forma de induzi-la ao consumo através de uma série de apelos. Assim, o presente estudo busca saber até que ponto a criança brasileira está protegida em relação a estes apelos e como se dá esta proteção. Através da pesquisa da evolução da publicidade infantil e dos mecanismos de proteção em relação a ela nos Estados Unidos, buscou-se o entendimento desta questão já que foi naquele pais que tal problemática primeiro surgiu. Em seguida, o mesmo foi feito em relação ao Brasil, percebendo-se que a preocupação aqui é ainda muito recente em comparação com aquele pais; o corpo de leis sobre o tema é pouco especifico e, na prática, o controle dos limites da publicidade é feito pelo setor privado. Porém evidencia-se a ação de forças tentando mudar este quadro. Tomando como ponto de partida o desenvolvimento no Brasil de novas regras de auto-regulamentação para a publicidade infantil, foram analisados: a ação dos atores e dos fatores que fizeram tal desenvolvimento necessário; e os entrelaçamentos e conflitos evidenciados no processo. Esta análise e a comparação das normas geradas com a auto-regulamentação internacional, as reivindicações dos atores sociais e as principais propostas de regulação estatal, sugerem que a proteção oferecida à criança pelo setor privado no Brasil em relação à publicidade não é suficiente e que novas soluções precisam ser buscadas. Children consumption has become an almost worldwide issue in the last years. Many studies have been conducted to describe and try to explain cases in which children are targeted in their leisure time by marketing pitfalls. The relevant literature shows that children are hardly aware of the persuasive intentions of ads; furthermore, they tend take those ads for truthful information. This has aroused a reaction from parents, educators and government agents ( in different processes according to the country) that has won several instruments to protect children from marketing abuse. In Brazil, the concern with child consumption dates from more recent times. Brazilian laws cover very little on this subject and actually the control of advertising has been drawn by the private sector. However one can foresee the action of social movements in order to change this picture. The present study aims at bringing to light the kind of protection Brazilian children are getting in this area so far, as compared to what already exists in other Western countries and with what Brazilian champions of this issue claim for as well. By focusing the development of newest self-regulation rules for children-targeted advertising in Brazil, it analyzes both the key actors and factors that lead to such development and the interfaces and conflicts inherent in the process. This analysis and the comparison of the new rules with the international self-regulation, the social actor's claims and the main proposals for state regulation suggest that the protection offered to children by the private sector in Brazil, related to the advertising, is not enough and that new solutions must be searched.

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Vohralíková, Barbora. "Vliv reklamy na děti." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76668.

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My thesis attends tp issue of advertising and action at children. For this time being, when advertising is looking for new ways how to address the potential customers, when the sale of the products is one of the main power at current society and when the pressure is gworing so, that causes the genesis of social-pathologic effects, it is necessary to know as much as we can about different forms of advertising actions, used technologies and potential impacts. My thesis is divided into two main parts - theoretical and applied. Theoretical part describes the meaning of the advertising, look about the history of advertising, mention basic principles of communication in advertising and offer one of the aspect of its purpose at current society of presperity. Also my attention has been paid to current trends in advertising psychology. The thesis deals with effects of perception, attention, memory and forgetting on advertising effectiveness. Applied section is trying to find by using quantitative research the response to basic question (what is the effect of advertising on children), how this effect is changing according to the age group. The results of the marketing research are analyzed in this section as well.

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Sharma, Acharya Deepa. "Product placement in print media and its effect on children and their responses." UWA Business School, 2009. http://theses.library.uwa.edu.au/adt-WU2009.0131.

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[Truncated abstract] Children have become an important consumer segment for marketers because of their potential in purchasing and the influence they have on family purchasing decisions. Marketers may not only want to influence children's spending today, but they are also grooming them for long term loyalty. Children are surrounded by sophisticated promotional techniques such as product placements which are presumed to be capable of influencing their purchase and request decisions. It has been argued that the processing of product placements works differently to traditional advertising. Placements are thought to form an impression in the mind of consumers without them being aware of this happening. These impressions may influence their purchase decisions. The consumer's inability to remember incidental exposure to a brand, or to know that these prior exposures are influencing their judgment, is an important factor that defines the effectiveness and potential deceptiveness of product placement. Young children, with more limited cognitive abilities than adults, could perhaps face more difficulty in grasping the difference between promotional and editorial content in the form of a children's magazine placement. Their inability to distinguish commercial from non-commercial content, and the intent of the promotion message, would appear to make young children vulnerable to the effects of the placement message. Children's processing of persuasion knowledge, or their ability to differentiate commercial from non-commercial and the knowledge of commercial intent, are suggested to be less vulnerable to the message. Three different studies (Study I, Study II and the main study on children) using the samples of children's magazines and children themselves were conducted. ... This stored information may have been used in a favourable way at the time of decision-making which may have influenced young children to like the placed brand. A possible explanation of such behaviour could be that as the child becomes deeply bonded with the magazine material, that child could have social interaction with friends who share a similar bond. This could result in a child having a greater influence on their friends. One of the implications of this study for a marketing organisation is the potential usefulness of material connectedness to a magazine when purchasing advertising space in children's magazines. It may also suggest a construct that may form criteria to use across media. Connectedness may be a surrogate for a measure of media 'engagement.' Product placement normally does not identify a sponsor. Placements have been criticised as an unethical practice because this technique attempts to trick vulnerable child consumers. If a majority of children in the sample knew the commercial nature and intent of a product placement, then it is difficult to rationalise this form of execution as misleading because it was placed. This study offers insights and information on the ways children make decision after exposure to a product placement, a technique which has been criticised as a deceptive 'masked' method of communication. Perhaps, product placement may not be as deceptive as many critics claim. This study found that public policy makers should revisit the policy on children's media, especially on masked techniques like product placement.

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Somogyi, Alexander Adorjan. "Women and Children First: American Magazine Image Depictions of Japan and the Japanese, 1951-1960." Oberlin College Honors Theses / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=oberlin1525995721331075.

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Silva, Diana Sofia Almeida Ribeiro da. "Quantificação do dentífrico fluoretado utilizado por crianças na escovagem dentária." Master's thesis, [s.n.], 2015. http://hdl.handle.net/10284/5122.

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Ferruzzi, Gabriela Amorin [UNESP]. "As representações sociais sobre o consumo infantil de mães e crianças de Álvares Machado e suas relações com a propaganda televisiva." Universidade Estadual Paulista (UNESP), 2017. http://hdl.handle.net/11449/152430.

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Submitted by Gabriela Amorin Ferruzzi null (gabii.ferruzzi@hotmail.com) on 2018-01-08T12:32:43Z No. of bitstreams: 1 Dissertação - REVISADA.pdf: 1475694 bytes, checksum: 46ba8c056e8634b97e7807de10c36f9e (MD5) Approved for entry into archive by Claudia Adriana Spindola null (claudia@fct.unesp.br) on 2018-01-08T13:42:25Z (GMT) No. of bitstreams: 1 ferruzzi,ga_me_prud.pdf: 1475694 bytes, checksum: 46ba8c056e8634b97e7807de10c36f9e (MD5) Made available in DSpace on 2018-01-08T13:42:25Z (GMT). No. of bitstreams: 1 ferruzzi,ga_me_prud.pdf: 1475694 bytes, checksum: 46ba8c056e8634b97e7807de10c36f9e (MD5) Previous issue date: 2017-10-25 A presente pesquisa, inscrita na linha de pesquisa “Processos formativos, ensino e aprendizagem” do programa de Pós - Graduação em Educação da Universidade Estadual Paulista Júlio de Mesquita Filho, Campus de Presidente Prudente, teve por objetivo geral identificar e analisar as representações sociais do consumo infantil para mães e crianças no município de Álvares Machado e suas possíveis relações com a propaganda televisiva. Para alcançar tal objetivo, foram delineados os seguintes objetivos específicos: identificar e analisar as representações sociais das mães sobre a propaganda dirigida às crianças; identificar e analisar as representações sociais de crianças sobre a propaganda dirigida a elas; identificar e analisar as representações sociais de mães sobre o consumo/consumismo infantil e identificar e analisar as representações sociais de crianças sobre o consumo/consumismo infantil. O estudo se justifica como uma possibilidade para compreender o papel das mídias e da família para estabelecer noções de consumo e consumismo em crianças de sete a nove anos, permitindo refletir sobre quais são as representações sociais estabelecidas sobre o consumo e de como elas se manifestam na percepção da criança entre diferenciar o supérfluo do necessário ao se realizar uma compra. A pesquisa assumiu uma abordagem qualitativa, com características do tipo descritivo-explicativo e se dividiu em duas fases de coleta de dados: aplicação de questionários às mães e entrevistas semiestruturadas com crianças de escolas pública e privada da cidade de Álvares Machado. A análise dos dados se deu por meio da técnica de análise de conteúdo de L. Bardin. Os resultados da pesquisa apontam que as mães machadenses tem a representação do consumo atrelada com a propaganda infantil televisiva, e esta se apresenta com recursos apelativos na intenção de interferir no modo consumo de seus filhos. No entanto, a maioria afirmou que se consideram e consideram seus filhos como consumidores, uma vez que, só realizam compras necessárias. Sobre as crianças, a pesquisa revelou que elas raramente ouvem falar em consumo/consumismo no sentido de comprar ou consumir em excesso, pois apresentaram pouco conhecimento em relação a estes termos e nas poucas vezes que conseguiram fazer alguma associação com essa palavra foi no sentido de consumir (gastar) água ou energia. Já em relação à propaganda infantil, a maior parte das crianças disse que costuma prestar atenção e pedir para os pais comprarem os itens que são divulgados. Dessa forma, os resultados da pesquisa apontam que mesmo diante dos inúmeros debates acerca das propagandas infantis elas fazem parte do cotidiano das crianças e cabe a nós, professores e pais, a função de alertá-las sobre as estratégias mercadológicas que visam apenas o consumismo e prepará-las para um consumo consciente, por meio de uma educação voltada a uma leitura crítica dos meios. The present research, enrolled in the research line "Formative processes, teaching and learning" of the Post-Graduation Program in Education of the Universidade Estadual Paulista Júlio de Mesquita Filho, Campus of Presidente Prudente, had the general objective to identify and analyze the social representations of the infantile consumption for mothers and children in Álvares Machado city and their possible relations with television advertising. In order to achieve this goal, the following specific objectives were outlined: identifying and analyzing the mothers' social representations about advertising directed at children; identifying and analyzing the social representations of children about advertising directed at them; identifying and analyzing the social representations of mothers about child consumption / consumerism and identify and analyze the social representations of children about child consumption / consumerism. The study is justified as a possibility to understand the role of the media and the family to establish notions of consumption and consumerism in children of seven to nine years, allowing to reflect on what are the established social representations about consumption and how they are manifested in the perception of the child between differentiating the superfluous from the necessary when making a purchase. The research took a qualitative approach, with characteristics of the descriptive-explanatory type and was divided into two phases of data collection: questionnaire application to mothers and semi-structured interviews with children from public and private schools in Álvares Machado. The analysis of the data was done through the technique of content analysis of L. Bardin. The results of the research indicate that mothers in Alvares Machado have the representation of consumption linked to television advertising for children, and this presents appealing resources in order to interfere in the consumption mode of their children. However, most stated that they consider themselves and their children as consumers, since they only make necessary purchases. Of the children, the research revealed that they rarely hear of consumption / consumerism in the sense of buying or consuming in excess, because they had little knowledge about these terms and in the few times that they could make any association with that word was in the sense of consume (spend) water or energy. Concerning child advertising, most children said they usually pay attention and ask their parents to buy the items that are advertised. Thus, the research results point out that even in the face of countless debates about children's advertisements, they are part of children's daily lives, and it is up to us, teachers and parents, to alert them to marketing strategies that aim only at consumerism and to prepare them for a conscious consumption, through an education directed to a critical reading of the means.

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Dissertations / Theses on the topic 'Advertising and Children'

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