That was until the “Decade of the Child consumer” as many marketing experts call it, where marketing agencies legalized that working parents are more willing to spend money on materialistic items for their kids t o keep them happy. Most all big marketing agencies around that time realized the potential opportunity they had to create a olfactory fan to their brand, so in turn most every ad agency created a child en division to their company.
The children divisions of the companies were completely focused o n how to market their brand to stick in young kids minds. The best example of this that Closer BRI nags up in the article is he old Camel Cigarettes mascot, “Joe Camel”. Joe Camel was a cartoon chart term that the camel cigarettes brand invented to help market their product to a younger crowd an d it worked perfectly.
A study done in 1991 showed that almost all American kids age six, could recon nice Joe Camel just as easily as the famous Mackey mouse. Then another very shocking study came shortly after that found that % of all cigarettes illegally sold to minors were Camel cigarettes. Closer goes on to explain that marketing agencies have a goal of getting chi lilied to have pacific reasons for their parents why they need the advertised product.
They don’t just want kids to whine and beg for their product because they want it, the agencies want child Rene to feel certain reasons why they actually need the product. In order to know what kids need to see to get infatuated with a product, market researchers hold staged sleepovers, focus groups and play d dates for kids as young as two or three to study what they talk about, play with, and even what they drag w in their pictures. The ad agencies also used the internet as a huge marketing tool to children.
In 1 998 a federal investigation of the internet found that 89% of children aimed sites were requesting personal information from children without a parents consent which now is illegal due to the Children’s Online Pri vacancy Protection Act, which took effect in the year 2000. The biggest tool that marketing agencies still have to hook our children on the IR product is the television. Despite the efforts of the FTC (Federal Trade Commission) to ban al I television ads directed at children under seven, the television still remains the number one place for racketing agencies to spread their message subliminally to children’s minds.
With TV channels like N clonked, the Disney Channel, the Cartoon Network and all the other child networks, the television is broadcasting children based advertisements tenderfoot hours a day. Before 1 980, or the “Decade of the child consumer” none of these television networks even existed. Now the typical American chill d is watching television at an average of twenty hours a week and almost one and a half months o UT of a year, watching more than thirty thousand TV commercials.
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