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UGA COMM 2360 - Advertising to Kids
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COMM 2360 1nd Edition Lecture 10Outline of Last Lecture I. Living the Brand II. Big Brands Colonizing Cultural Life Outline of Current Lecture III. Kidsa. Trends b. Tweensc. Concernsd. LawsCurrent LectureSeptember 12, 2014Review: The Brand - brand as negotiation o central negotiation of popular culture o brand is central to this class  what does the brand have to do with popular culture?- rhetorical negotiations of power- brando craft ID of large numbers of people to have- rhetorically sculpting pop culture/belief system/econ role mediates our relationship with culture- o ex. Harley Davidson- when talk about motorcycle culture- people say I’m going to go out and buy a Harley- in other words- join motorcycle culture- brand is fused with culture to such an extent- you connect them o rhetorical sculpting of an entire section of popular culture- history of brand, shift from product to identity - feature of consumer society o society developed in post war- - identification as mode- o within milieu, branding as a mode of creating consumers makes sense- 360 degree- o brands should be able to create a world that is completely immersive These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Nike world view- the spirit or soul of brand - mindshare and cultural capital o more territory a brand can carve out in your brand the more power o artists becoming brands  instantly recognizable sound- Industry carved out particular sound/brand image for Beyonce - colonizing cultural spaces o significant- once brand colonizes culture- it rewrites the script sprite gives a certain version of hip hop, etc intimacy with cultureKids Trends- between 1990 and 2000 amount spent on marketing to children increased 10X- that’s $100 mil in 1983 to 17 billion in 2007- tween influence on parents: 1965 $5 bil, 1975 $25 bil, 85- 132 bil 95- 188 bil, 2012 estimates up to $1.2 tril - Barbie was made possible by television- in 2002, tweens spent 30 billion, 2008 tweens spent 48 bil Tweens as site of struggle - Tween disposable income skyrocketing- fam crisis and guilt money- nag factor o ex. candy low while waiting in line - brand associations at 18 mo old, 300 brands by 30 mo - purchasing decisions at age 7 - US child marketing law laxConcerns- Kids do not have defenses - problems with self-image- o whether or not kids are developing negative self images-- value system distortions - monetary relations with parents o how does this affect family dynamics- o primary relationship- ex. bro in law- shows love by responding to nag factor- - imagination and play “scripted” o ex. legos lego star wars, lord of the rings lego set, etc-  not as much free form play-o play where you follow instructions – adhere to characters that have already been established-  companies want to push their brand1999 letter to APA from prominent child psychologists - estimates show that childrens aggregate spending roughly doubled udring 60s 70s 80s and has tripled for 90s - one thing we have notices is an upswing in mentions of the psychologists in trade journals for adfield- child phsych/dvlp psych are assisting advertisers and marketers- we don’t see them as deliberately trying to harm kids, but I do think they are gravely mistaken. the amount of ad aimed at ETCLaws - children’s television act of 1990 limits on commercial time during children’s programming - COPPA- Children’s Online Privacy Protection Act of 1998- o when kids are on website- it’s to marketers advantage to get all info they can- this law protects kids from that - the FTC has brought a number of action against website operators for failure to comply with COPPA requirements, actions against Girl’s Life, American Pop Corn Company, Lisa Frank, ETCCase Study 1: Schools - an untapped marketplace - highly valuable demo- captive audience - ad-free zone - how to take advantage of this “resource” Sites of Ad Penetration - sports team logo - school lunch service, food and naming, - sponsoring school dances- soda-sponsored schools - Advertising on/in busses - Channel One (no aud erosion) o kids see the ads- ZapMe! Computers - Brand placement in textbooks and lesson plans o counting mnms- non disparagement clauses/availability clauses o ex. mentioning pepsi in class- can’t say anything bad about ito ex. availability = negotiate where machines will be, if can leave class to get coke going to talk about rebellion next week - ID created by other ID being


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UGA COMM 2360 - Advertising to Kids

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