Children – Consumption, Advertising and Media

Citation

Mitchell, R.B. (2004), "Children – Consumption, Advertising and Media", International Marketing Review, Vol. 21 No. 6, pp. 670-671. https://doi.org/10.1108/02651330410568097

Taken in its entirety this book is well written, organized and takes the reader through a rich historical perspective of research addressing the influence advertising and media have on children. The editors have taken pains to ensure that the reader understands the changes or modification of influence advertising and media have on children starting from a very young age through and including early teen years.

The book has 11 chapters. The first chapter outlines the structure of the book and provides a highlight for each of the following chapters. The approach the editors have taken is rather interesting in that they have provided interesting questions and detail for each of the chapters. As examples “How does persuasion knowledge develop for children over the age of 12? How does the family influence the development of: children's advertising, persuasion and transaction knowledge?” Perhaps if the editors had taken this approach preceding each chapter in the form of a précis or introduction, the reader would not have to refer back to chapter one in advance of reading each chapter.

The subsequent chapters delve into a variety of research commencing in the 1950s and end with “some ethical implications of consumer behavior … principles when kids are involved” and “advertising, branding and consuming – the abc's of marketing in American schools”.

Chapter five contains a most interesting and enlightening discussion entitled “Children and advertising – politics and research in consumer socialization” written by Adrian Furnham. The author does not hold back from challenging the “myths” of the persuasive value of advertising and the impact of advertising on children. The commentary begins by addressing the impact of Vance Packard's (1957) Hidden Persuaders and the second paragraph clearly defines what the reader will be uncovering throughout the chapter … “The chapter looks at the science and politics of advertising to children where equivalent myths exist: the myth of the naïve and gullible child; the myth of the devious and avaricious manufacturer; the myth of the effectiveness of protectionism”. There is little question that advertisers respect children, especially with the improved sophistication of generations. Technology certainly has prodded children into a totally different dimension in terms of their ability to discern when they are being “sold”. It is with this new found awareness that advertisers are attempting to bring their message home and speak to their prospects in a language that is neither demeaning nor fraught with hyperbole. It is the opinion of the reviewer that this chapter helps to ensure the balance of opinions and research found throughout the remaining nine chapters of the book.

Clearly, there are real ethical considerations when one sets out to develop a full marketing or branding program addressing the teen and under teen population. The long‐term campaign featuring “Joe Camel” came under intense scrutiny and criticism and was finally dropped by the company for obvious reasons – successfully encouraging teens to start smoking. It is apparent that such a flagrant departure of ethics only spurs on those intent on limiting the freedom of advertising. Understanding the characteristics of children is key. And, determining the cultural and social aspects of each population is basic to the formation of any plan.

After reading this text, the question that is left unanswered is: “What is the purpose of the text?” It is true that the book is a reasonable compendium of historical research of the child population. There are many interesting facts presented in a professional and compelling fashion. But all they are is interesting facts. There does not appear to be direction for the reader. That is to say, now that one has read the text, what does one do with the information? How should it be used? How does it impact on the development of a plan or campaign? How should a plan be structured, what are the pitfalls? The editors should have given more thought to and addressed the potential application of the material presented in the text. It is interesting to note that at the conclusion of many of the chapters there is a statement indicating that little is really known and much more work needs to be accomplished in order to fully understand the children and the influence of advertising and media.

As a text, the reviewer is not clear as to what the course might be and what enlightenment will find its way to the student reading the text. Perhaps the editors meant to have the text as a reference book that explores historical research addressing the influence advertising and media have on children. Finally, the reviewer was left puzzled by the title of the text. Perhaps a word was omitted such as: Consumption of… or, might it have been The Influence of Advertising and Media on Children?