Recent orders
Advertising have negative effects on children.
Name
Professor
Course
Date
Advertising have negative effects on children.
Advertising can be related creation of awareness or calling public attention to a product, need or even a service. It is done via newspapers, television, radio and billboards. Advertising is normally used to increase consumption by customers (Chan 2010). In addition they can also be used to relay out education as well as provide notice. The main arguments of this paper are to try and refute the fact that advertising only has positive effects on children but rather negative ones.
Just to mention some of the merits of advertising; through advertising attention is created and this may lead to increase of fans. Based on children advertising tries to make a good environment for education and learning. It also positively affects on a person’s brain development and this is because it gives human lives inspirations as well as creativity. As much as advertising may have lots of positive sides it also has negatives sides largely on children unto which this paper will mainly dwell on (Barrie 2004).
First and for most the main negative impact of advertising on children due to their impressionability. They usually believe in anything that reaches their senses. This compels them to reach out for whatever has been advertised. Advertisements here may involve food advertising, alcohol advertising among others. Based on food advertising children try to reach out for whatever food they have seen being advertised either on television or even billboards. In relation to that they tend to eat more and this can result to obesity. A case study here can be United States. Analysis shows that almost nine million children who are over six years of age are obese in this country.
In addition to the above (Kirsh 2010) adds that the frequent exposure of children to fast- food and snacks advertising on television and their positive attitudes towards the same normally lead to unhealthy eating habits. Resultant effect here can be obesity. For many producers the significant consumers are always children and therefore they become the main targets. Based on the case study that is America a child here is always exposed to almost 40000 TV commercials every year. These commercials include fast-foods, cereals and even candy. High sugar and low fiber food are always advertised at the time when there are children’s TV programs. In relation to this there are very minimal advertising of vegetables, fruits and dairy foods in the advertisings. This increases children’s consumption to these products.
Last but not least on food advertising attention is largely needed on parental characteristics. It is because they are the major caregivers. This involves parental styles of communication while watching TV with their children. They should try to change the attitudes of their children on obesity level and TV fast-foods and snacks advertising. Communication here involves verbal interactions with children among other forms of communication. Thus one of the mitigation measures to be undertaken is based on parental responsibilities. They should be able to educate their children on TV advertisement and obesity (Pardun 2014).
Another TV advertisement which has negative impacts on children is advertising alcohol. Children and teenagers are always exposed to alcohol advertisement on TV in early lives. Little is known on how they always interpret whatever they see in those advertisements. One most largely affected area is the pre adolescents. This changes their ideologies and beliefs on alcohol. Research shows that effectiveness of an advertisement is increased by it likeability (Barrie 2004). And nonetheless a little has been done in areas of researching alcohol advertising. In a case study of UK, advertising of alcohol is always displayed in the early evening television programs. Thus result is incidental exposure to teenagers because at this time they are home.
Some other studies point out that whatever a child gets at early age becomes the base of his life. Furthermore there has been a little done on how children react to TV advertising. Since alcohol advertising is always persuasive children and teenagers try to reach out to them at any cost. As a result children tend to develop representations which are explicit in nature. Some of the findings are that as the age increases appreciation of alcohol also increases. In relation to this a 12 years old child is far more enthusiastic than a 10 year old child. These alcohol advertisements tend to interfere with children’s perceptions and differential effect on gender (Pardun 2014).
Furthermore advertising alcohol such has beer has made children and adults to perceive them as being related to male. The researches which have been done relied only upon the explicit knowledge based on focus groups and interviews. In matters related to developmental issues different ideas and responses can be achieved if the methodology used in groups and interviews are changed. Since different ways of advertisements are used to persuade the customer leading to the liking by children, the interpretation of the same should also be different to enhance the child’s perceptions positively (Kirsh 2010).
Moreover based on (Chan 2010) advertising can also impact on children negatively in that it always confuses the relationship between need and wants. It therefore tends to lower someone’s self esteem most commonly children. This is because if they do not get whatever they seek for from the advertising they tend to feel low and rather poor as compared to other who can access them. On the other hand parents tend to spend more money on their children as compared to the time. Since children are not able to tell the difference between TV programming and advertisement they are normally bombarded by the stimulation and this blurs their perceptions. When relaying out advertisement, the companies tries to ensure that they give the child a reason to nag their parents to buy them the products. Some of these products are very harmful to a child such as video games. This process of making children as main targets in advertising tends to form schisms in relationship between parent and child (Pardun 2014).
In review of this literature therefore advertising reveals threat to children. The methods presented to the public are always not realistic. Since the companies know that more than half of children love cartoons and animatronics they tend to use these to promote their brands like beer. Advertising companies want people to believe that the kind of life they present on screen is the one a person should live. This literature tries to sum up some of the issues on the negativity of advertisement on children. And with increase in methods and products of advertising due to competition for markets our children are greatly exposed to dangers. And since children are also inseparable with TV programs the effect, the mitigations measure become difficult.
Work cited
Chan, Kara K. W. Youth and Consumption. Hong Kong: City University of Hong Kong Press, 2010. Print
Gunter, Barrie. Advertising to Children on Tv: Context, Impact, and Regulation. Mahwah: Lawrence Erlbaum Associates, 2004. Internet resource
Kirsh, Steven J. Media and Youth: A Developmental Perspective. Chichester, U.K: Wiley-Blackwell, 2010. Internet resource
Pardun, Carol J. Advertising and Society: An Introduction. Chichester, West Sussex: Wiley Blackwell, 2014. Internet resource.
Advertising Claims
Advertising Claims
One of the advertisements in the United States that employs the use of logical fallacy is the advertisement that is used to market towels, which reads “YOUR HANDS ARE ONLY AS CLEAN AS THE TOWEL USED TO CLEAN THEM”. This is a form of logical fallacies that makes use of people’s ignorance and circular reasoning to hoodwink them into buying their product. It is utterly fallacious to believe that towels get rid of hundred percent of germs in the hands.
Another is the informal logic used to advertise Vodka. The advertisement is a form of visual argument which is used to portray the extent to which analysis of informal logic argument can be used in visual images. In the advertisement, a bottle of vodka is featured spilling its contents onto a hamlet situated below it. The time of the day, which is evening, and the inactivity that comes with darkness bring out a village in which there is nothing much to do at night. In the image, it contrasts significantly with the bustling cityscape which seems to be lively and vodka splashes to the ground. The cityscape boasts of having a good nightlife with nightclubs, bars, skyscrapers, and restaurants. This form of logical fallacy uses false cause to woo buyers into using their products.
Advertising Campaign for Downy
Advertising Campaign for Downy
Name
Institution
Course
Instructor
Date
Company Summary- Proctor and Gamble
Proctor and Gamble (P&G) is the Umbrella company name for a host of consumer products. Some of the product brands include Downy, Pampers, Ariel, Gain, Always, Tampax, Gillette, and Oral-B. P&G is a publicly-traded company in the NYSE markets in the consumer goods industry. The company was founded by James Gamble and William Proctor in 1837. The company has its current headquarters in Cincinnati, Ohio. Its main brands are mainly cleaning products, and it has led to the development of some of the most widely recognized cleaning consumer brands such as Oral B. The vision statement of the company is to be the best consumer products and services company in the world. Its mission statement is to provide branded products and services of superior quality that improve the lives of the world’s consumers, now and for generations to come.
Marketing Campaign for Downy
As a part of accomplishing the company’s vision, the Downy product was developed as a superior quality fabric softener. Downy is an innovative product that has been developed to condition fabric for the laundry process. At the elemental structure of the fabric is the fiber strands that are stranded to make clothes. The process of laundry involves removing stains from the fabrics. Some of the stains, especially greasy stains, may involve a lot of effort to be removed. As a result, detergents and powerful washing machines are used (Isoda et al., 2010). The disadvantage of using strong detergents and washing machines is that the laundry process becomes tough on the fabric fibers. As a result, the fiber may experience quicker wear and tear, and its characteristics such as color may deteriorate through processes such as fading. In addition. Some of the washing detergents may leave a hard texture on the clothes and an unpleasant smell. Down solves these problems for consumers by conditioning fabric for the tough laundry process.
Market Targeting
Another crucial part of the marketing campaign is ensuring that the marketing message has been specifically developed for a particular audience. Because of various factors such as the pricing of the product, the marketing message might not have good reception if it is delivered to consumers who are not likely to use the product. For the Downy brand, the main audience of the marketing campaign includes individuals who value their clothes and are willing to incur extra costs just to protect their clothes from the rigors of the laundry process. Some of the benefits of the Downy product may also appeal to new mothers since they are very particular about the laundry process of the clothes for newborn babies. Most newborn mothers are very particular about the texture of the clothes for their babies and would therefore appreciate a product such as Downy which softens fabric-fiber even after the laundry process (Isoda et al., 2010). The fragrance is also preferable to new mothers as opposed to the smell of most detergents which is perceived as being too harsh for newborn babies.
Marketing Planning
To effectively carry out an advertisement campaign, a marketing plan has to be established. It is the plan which is later implemented and monitored to determine whether the campaign is performing as expected. This iterated process of implementing a marketing campaign ensures that marketing becomes a competency tool for an organization, through which the organization can achieve a competitive advantage. Marketing can be considered as the tool which is used by the company so that the company can achieve its long-term goals (Abratt & Bendixen, 2018). Therefore, the marketing goals should be developed by considering the context of the long-term goals of a company. In this case, the marketing goals to be pursued should be aligned with the mission and vision statements of P&G. It is through an effective marketing campaign that a company such as P&G can match supply and demand, usually by stimulating the demand for the products or services of the company.
Therefore, the first goal of the advertisement campaign is to ensure that a product is widely recognized. A highly recognized product is likely to be purchased by consumers. Product recognition is usually important for a wide range of consumers. Even if a consumer is an impulse buyers, they are likely to be involved in the purchase of a brand that is recognizable to them. On the other hand, even if a consumer takes their purchasing decision seriously, the starting point of comparing different brands requires that the consumers recognize the various brands so that they can make comparisons on various factors such as quality and price. In addition, product recognition is important for consumers who are considering shifting between brands, especially after recent unsatisfactory experiences with other competing brands (Pitt & Treen, 2019). Brand names, logos, and slogans are good tools for facilitating brand recognition. In the case of Downy, the trick of influencing product recognition is to associate the name of the brand with the logo and the slogan. For example, when an individual hears the "proudly softening fashion" they automatically associate it with the Downy brand.
Whereas brand recognition is important for attracting new customers, the retention of the new customer and the existing customers is facilitated by the awareness of the brand. Product awareness involves an in-depth recognition of a brand in terms of the value it offers to the customers as well as the values of the company producing the brand. As a result, although a brand may be associated with quality products, it might lose its market share when the company associated with the production of the product is involved in various ethical scandals. A good element of brand awareness is the communication of adherence and compliance to corporate social responsibility guidelines and requirements respectively. When a consumer understands that they are contributing to sustainable development by purchasing a product that has been produced by a company that is mindful of its environment and social footprints, they are likely to become loyal customers thus guaranteeing an increase in the market share of a particular brand (Pitt & Treen, 2019). Therefore, a good marketing campaign should ensure that it involves elements that promote both the recognition and awareness of the brand.
Marketing Message
Although the company’s mission and vision, and the marketing goals of improving brand recognition and awareness underlie the marketing campaign, the success of the campaign is ultimately determined by the delivery of the marketing message. The marketing message refers to the aggregate of information and visual stimulations that are delivered to the customers to stimulate demand. The marketing message, therefore, defines what the marketing department intends to tell the pool of prospectus buyers about the product in question to convince them to purchase the particular brand instead of other competing brands as well as to keep buying the brand in the future (Pitt & Treen, 2019). For Downy, most of the marketing message is contained in the packaging of the product. The downy products come in curvy and elegant bottles which communicate a sense of fashion. Since the bottle looks expensive, it makes sense to use the product in the care of expensive clothes of consumers. This taps into the conscious logic of consumers wanting to protect their most fashionable products since they are more valuable, both in terms of monetary value as well as social value. Depending on the purpose of the Downy product being purchased, since there is a variety such as fabric softeners and wrinkle guards, the Downy name is usually printed within a background of bright flowers, bright clothes, soft clothes, and unwrinkled clothes (Pitt & Treen, 2019). These different backgrounds are important aspects of the marketing message since they communicate the value that the consumer obtains from the products. For example, the image of bright spring flowers usually communicates the long-lasting fragrance that the downy products leave on the laundry. The bright clothes signify the protection that the downy product provides against fading. The Soft clothes which appear in the background of the Downy packages signify the protection that Downy provides against the wear and tear of the fabric fibers. Similarly, the protection against wrinkling of clothes is communicated by containing images of smooth and unwrinkled clothes in the background of the Downy packages (Richardson, 2019b). As part of communicating the commitment of P&G to sustainable development, the packaging of the products also contains a recycling icon that encourages the customers to find ways of recycling the packages after use or safely disposing of them in a way that does not harm the environment. The marketing message should echo this intent by ensuring that customers are informed about the efforts of the company to protect clothes from the harsh laundry process, the people who wear the clothes as well as those involved in the development of the downy products, and the environment in which the clothes are worn (Richardson, 2019a).
Marketing Channels
After developing the marketing message, the step that follows is the decision of the advertisement channels through which the marketing message will reach the intended audience. There are various channels for advertising including the mail lists. However, some channels are more effective than others. Since resources available, even for marketing-related activities are always limited, the most efficient advertisement channel should be used. In the recent past, the internet has become ubiquitous in terms of its utility for personal and corporate-level functionalities (Kotler et al., 2020). Consumers are increasingly relying on digital sources of information while making purchasing decisions. Therefore, it makes sense for companies selling consumer goods to provide their target consumers with the information they need through online platforms.
In the modern era of marketing, having an online presence is a must for companies. However, some factors determine the particular form of online presence to set up. The number factor is the likelihood of consumers interacting with the online platform. Currently, social media platforms have very huge traffic which makes them excellent tools to target a wide pool of prospectus customers (Kotler et al., 2020). As people are browsing through social media platforms, paid promotions can be included so brand recognition can be facilitated. Alternatively, a company can maintain a social media page through which it can interact with its customers. Such a page is important for purposes of issuing important updates about a product or responding to issues raised by the customers. The second most viable method of having an online presence is through the development of a webpage dedicated to the company or the brand (Visser, 2021). Such a brand would include all important information about a product that a selective buyer may need to have in-depth awareness about the product.
Monitoring the Success of the Marketing Campaign
The main advantage of using online channels for the distribution of marketing messages is that they provide the ability to utilize analytic tools to measure the effectiveness of the marketing campaign. The number of consumers who visit a website page can be reviewed through tools such as Google Analytics to determine if there is larger traffic that is being redirected to the brand’s website (Visser, 2021). This can be used as a metric to gauge the success of the advertisement campaign. Similarly, the depth and width of discussions that are elicited through updates on a brand’s social media platform page can also be used as a source of feedback for the success of the advertisement campaign. From the feedback and data obtained from the analytic tools of digital marketing platforms, various corrective actions can be implemented to ensure that the campaign performs as intended, lasts for the intended time scope, and fits within the allocated budget.
References
Abratt, R., & Bendixen, M. (2018). Strategic marketing. In Strategic Marketing (pp. 1–16). Routledge. http://dx.doi.org/10.4324/9780429489327-1
Isoda, K., Takagi, Y., Kitahara, T., Sano, Y., Sugano, I., Umeda-Togami, K., Umeda, K., Yamanaka, K., Yamada, T., & Mizutani, H. (2010). Treatment of cloth with a fabric softener ameliorates skin dryness. The Journal of Dermatology, 38(7), 685–692. https://doi.org/10.1111/j.1346-8138.2010.01084.x
Kotler, M., Tiger, C., Sam, W., Collen, Q., & Yuheng, Z. (2020). Upgrading digital marketing strategy: Strategic platform for digital marketing. In Marketing Strategy in the Digital Age (pp. 49–124). WORLD SCIENTIFIC. http://dx.doi.org/10.1142/9789811216985_0002
Pitt, L., & Treen, E. (2019). Special issue of the journal of strategic marketing ‘the state of theory in strategic marketing research – reviews and prospects.’ Journal of Strategic Marketing, 27(2), 97–99. https://doi.org/10.1080/0965254x.2018.1550906
Richardson, N. (2019a). Sustainable marketing planning. In Sustainable Marketing Planning (pp. 133–212). Routledge. http://dx.doi.org/10.4324/9780429399114-4
Richardson, N. (2019b). Why sustainable marketing? In Sustainable Marketing Planning (pp. 3–83). Routledge. http://dx.doi.org/10.4324/9780429399114-2
Visser, M. (2021). Digital marketing. In Digital Marketing Fundamentals (pp. 12–28). Routledge. http://dx.doi.org/10.4324/9781003203650-1