Key insights

Citation

(2008), "Key insights", Young Consumers, Vol. 9 No. 4. https://doi.org/10.1108/yc.2008.32109dae.001

Key insights

Article Type: Key insights From: Young Consumers, Volume 9, Issue 4

“It does my head in…buy it, buy it, buy it!” The commercialisation of UK children’s web sites

This paper by Nairn reviews the theory underpinning current debate over risks to children from online commercialism. An analysis of the commercial activity on the favourite web sites of UK children is undertaken, and views of sample parents and children reported.

It is found that most sites visited by children are created for an adult audience. Of the adverts reviewed, 25 percent were for dating, gambling, loans and age-restricted products.

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What do young people want from today’s BBC? Initial observations from outreach work carried out by the BBC’s Regional Audience Council for London

Knowledge of the preferences of discrete audience groupings is becoming increasingly important to broadcasters as “mass” audiences fragment and more opportunities to view are offered.

This study by Fanthome explores young people’s views, both positive and negative, about BBC services, and investigates their preferred means of accessing news.

Turn to page 254

Jordanian children’s perceptions of fathers’ communication structures and patterns: scales revision and validation

The authors of this study, based on father-child dyadic responses, aim to revise and validate the scales of fathers’ communication structure and to identify Jordanian fathers’ communication structure and pattern.

It is found that Jordanian fathers are principally classified as pluralistic fathers in their communication related to consumption issues. There is significant association between fathers’ consumer socialisation goals and their communication structures and patterns.

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Alcohol consumption among young consumers: a review and recommendations

This paper examines social marketing programs aimed at preventing or moderating alcohol consumption among young consumers

It is shown that the majority of the alcohol moderation/prevention campaigns targeting young consumers follow the tenets of Protection Motivation Theory by focusing on the threat variables of severity and vulnerability.

Turn to page 282

Gender portrayal in food and beverage advertisements in Hong Kong: a content analytic study

This paper by Furnham and Li examines gender portrayal in food and beverage advertisements in Hong Kong by analysing their content.

It is found that gender-role effects were non-significant in a majority of the content categories. This is contrary to findings in other research in this area. The absence of gender based content in food and beverage advertising should inform marketing practice in an SE Asian context.

Turn to page 297

The gifts we buy for children

The gifts we buy children are a major component of the consumption undertaken by this sector of society. This paper by Parsons and Ballantine explores gift-giving to children, highlighting some of the issues that provide insight into how consumers might be making their choices.

The findings show that kinship, gender of the buyer, and the presence of siblings are related to the type of gift bought, including how traditional or contemporary it is, how educational it is, and whether the gift is reflective of the child’s personality.

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Hardwired to love brands

Martin Lindstrom, in his regular contribution to Young Consumers, looks at the role of mirror neurons in imitation tendencies, and how these can be a valuable instruction for product marketers.

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Prohibition of advertising to children and restrictions to advertising to teenagers in Brazil

Delgado and Miné of Veirano e Advogados Associados, Brazil give an informative account of the possibility of the prohibition of advertising to children in Brazil and the restrictions on advertising to teenagers in Brazil.

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