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FactsFree fact sheets to download and give away! MARKETING
TO CHILDREN IS BIG BUSINESS From
1992 to 1997, the amount of money spent on marketing to children
doubled, from $6.2
billion to $12.7 billion.[i]
Today they are spending at least $15 billion. Children
influence purchases totaling over $600 billion a year.[ii] Children
spend almost forty hours a week outside of school consuming media,
most of which is commercially driven.[iii] The
average child sees about 40,000 commercials each on television alone.[iv] 65%
of children eight to eighteen have a television in their bedroom as do
32% of children two to seven[v]
and 26% of children under two.[vi] The
marketing industry has found that babies are requesting brands as soon
as they speak.[vii] In
2002, McDonald’s spent over $1.3 billion on advertising in the
United States.[viii] Children
are more vulnerable to marketing than adults. Very young children are
not able to distinguish between commercials and television programs.[ix] Until
the age about eight children can’t understand persuasive
intent–that the purpose of commercials is to entice them into buying
the product being advertised.[x] In
2000, a federal report from the General Accounting Office called
marketing in schools a growth industry.[xi] More
children recognize the Budweiser Frogs than Smokey the Bear.[xii] 85% of American parents would like to see children’s television programs commercial free.[xiii] [i]. Lauro, PW (1999) Coaxing the smile that sells: Baby wranglers in demand in marketing for children. New York Times, November 1, C1+. [ii]. Packaged Facts. “The Kids Market.” New York: MarketResearch.com, March 2000. [iii]. Roberts, DF et al (1999) Kids & Media @ the New Millennium. Menlo Park, CA: The Henry J. Kaiser Family Foundation. [iv]. Kunkel, D. (2001) Children and television advertising. In D.G. Singer & J.L. Singer (Eds.), The handbook of children and media. Thousand Oaks, CA: Sage Publications, 375-394.
6.
Rideout, V.; Vandewater, E.;and Wartella, E. Zero to Six:
Electronic Media in the Lives of Infants, Toddlers and
Preschoolers (Melnlo Park: CA: The Henry F. Kaiser Family
Foundation, 2003) pg. 5.
[vii]. Paul Kurnit quoted in Duncan Hood, “Is Advertising to Kids Wrong? Marketers Respond,” KidScreen, November 2000, 16. [viii]. “100 Leading National Advertisers,” Advertising Age, 74 (25) 23 June 2003, 2. [ix]. Atkin, C. (1982) Television Advertising and Socialization Consumer Roles. In D. Pearl (Ed.), Television and Behavior: Ten Years of Scientific Progress and Implications for the Eighties. Rockland, MD: National Institute of Mental Health, 191-200. [x]. Kunkel, D. (2001) Children and Television Advertising. In D.G. Singer & J.L. Singer (Eds.), The handbook of children and media. Thousand Oaks, CA: Sage Publications. 375-393. [xi]. Shaul, MS. Public Education: Commercial Activities in Schools. Report to Congressional Requesters. Washington, D.C.: United States General Accounting Office, 2000. [xii]. Lieber (1996) Commercial and character slogan recall by children aged 9 to 11years: Budweiser frogs versus Bugs Bunny. Berkeley, CA: Center on Alcohol Advertising. [xiii]. Lake, Snell, Perry, and Associates. Television in the digital age: A report to the Project on Media Ownership and the Benton Foundation, December, 1998. 2/14/2004 Susan Linn ©2004 | All Rights
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