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Impact of Advertising on Tweens - Essay Example

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Summary
The reviewed literature shows that the subject of advertising and marketing to children is quite polarized and controversial. While some authors advocate that tweens are informed young consumers and are not manipulated by ads; others claim that advertising and marketing campaigns have a deep (negative) impact on uninformed children, who should be protected from this exposure.
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Impact of Advertising on Tweens

Download file to see previous pages... On the other hand, authors such as Young(90), Roedder (1981) argue that children are nave & need protecting from exploitation. They are criticized by Gunther & Furnham (1998), Mc Neal (1999).
The opponents of advertising claim that ads make children materialistic, it stifles creativity fosters conflict between parents and their children, develops cynical attitudes. [Greenberg & Brand,1993; Liebert (1986), Pollay (1986), Churchill & Moschis (1979), Moschis & Chuchill (1979), Moschis & Moore(1982), Ward & Wackman (1971); Goldberg & Gorn (1978)]

Initial bibliography: see Appendix A
Research QUESTIONS

Based on the polarities found in the literature review, this research will try to present a balanced and informed view of the issue by answering the following research questions:

Does marketing/advertising impacts buying behavior and brand awareness on tweens; does it contribute to "Pester-Power"
Is consumerism and materialism reduced by restricting or removing direct exposure to advertising or marketing influences
What is the role of peer pressure - edges, persuaders, followers etc.
What is the role of parents as consumer socialization agents
At what age do children understand persuasive and /or commercial intent
How do children decode and process the sensory information delivered via the advertising medium and whether empiric models can be used to evaluate this decoding
What kind of challenges (re: advertising) does the multi channel/multi media environment present to children











Research Design

The method of research chosen for this dissertation is quantitative.
Since the focus will be primarily on the impact of TV advertising, quantitative techniques will be most useful. A questionnaire can help to measure...
[Greenberg & Brand,1993; Liebert (1986), Pollay (1986), Churchill & Moschis (1979), Moschis & Chuchill (1979), Moschis & Moore(1982), Ward & Wackman (1971); Goldberg & Gorn (1978)]
Since the focus will be primarily on the impact of TV advertising, quantitative techniques will be most useful. A questionnaire can help to measure variables such as media exposure, peer relationships and other socioeconomic factors; central to the dissertation.
The questionnaire should be administered to children in year 4-8 in a variety of schools (state, private, boarding & day) in rural, urban and suburban areas in the South of England. The children's ages ranging from 8-13 years. Children of this age were chosen, not only because within this age range they are deemed to be 'Tweens', but also this age group corresponds with Piaget's concrete operational stage of development and they would also be deemed 'cued processors' (Roedder 1981).
Research on how advertising may or may not influence children to buy or ask for certain goods and products i.e. 'Pester Power' has been carried out using various methods. ...Download file to see next pagesRead More
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