Abstract

The aim of article. The article shows that today more and more citizens supply from advertising. Children’s perception of the world is radically different from the adults’ perception. Modern advertising industry affects children’s audience more and more. The aim of the article is to analyze the impact of advertising on children’s audience with further proposals. The results of the analysis. Some social critics believe that advertising provides new information that helps to be more adaptive in society and to develop memory. Others think that advertising reduces mental activity, imposes ideals of beauty and effects family relationships. Modern advertising industry is increasingly effects children. It is profitable because it is easier to attract young audience who easy perceive new things, habits and tastes. Children audience hasn’t molded own lifestyle. Social activities of companies are not limited to charity. Advertising for children should not be difficult and confusing to children. Following the requirements of creation the socially responsible advertising can gain adherents not only among adults but also among children, who will become loyal to particular company and products which it produces over time. The algorithm for creating socially responsible advertising campaign for children is proposed. Authors proposed appropriate slogans for different applications. It is very difficult to predict the children’s reaction. Indifferent attitude to the creation of advertising can lead to destruction of children’s right values. Children get information from any source. Conclusions and directions of further researches should be conducted towards the need of social responsibility for creating advertising in general and advertising for particular child. Children more respond to images with audio accompaniment. Special attention should be paid to the creation of television advertising and advertisement.

Keywords: social advertising responsibility, promotional children’s audience, children advertising, children advertising campaign, shocking advertising

JEL Classification: M31, M37.

Cite as: Teletov A. & Ivanova, T. (2015). The advertising and children’s audience. Marketing and Management of Innovations, 2, 48-64. https://doi.org/10.21272/mmi.2015.2-04

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Zotova, L. (2008). Korporativnaia sotsialnaia otvetstvennost kak instrument prodvizheniia tovarov [Corporate social responsibility as a tool for goods promoting]. Denhi i blahotvorutelnost – Money and Charity, 1, 12-15 [in Russian].
2. Avdeeva, N.N. (2004). Psikholohicheskoe vozdeistvie telereklamy na detei [The psychological impact of television advertising on children]. Psikholohicheskaia nauka i obrazovanie – Psychological Science and Education, 4, 53-62 [in Russian].
3. Hemohenova, L.Yu. (2008). Effektivnaia reklama v Rossii. Praktika i rekomendatsii [Effective advertising in Russia. Practice and recommendations]. Moskwа: Ruspartner [in Russian].
4. Risman, D. Psikholohicheskoe vozdeistvie televizionnoi reklamy na razvitie detei i podrostkov [The psychological impact of television advertising on the development of children and adolescents]. (n.d.) www.adhard.ru. Retrieved from http://www.adhard.ru/page-al-psyadvnachildrenvozd.html [in Russian].
5. Mandel, B.R. (2013). Psikholohiia reklamy: istoriia, problematika [Psychology of advertising: history, problems]. Moskow: Flinta [in Russian].
6. Poster, M. (2001). Sposob informatsii [Information method]. Reklama: vnushenie і manipuliatsiia. Media-orientirovannyi podkhod – Advertising: suggestion and manipulation. Media-oriented approach. (pp. 45-49). Samara: Izdatelskii dom «BAKhRAKh-M» [in Russian].
7. Sorochenko, V. Entsiklopediia metodov prorahandy [Encyclopedia of propaganda methods]. (n.d.) psyfactor.org. Retrieved from http://psyfactor.org/propaganda.htm [in Russian].
8. Romaniukha, S.A. Detskii marketinh [Children marketing]. (n.d.) psyfactor.org. Retrieved from http://psyfactor.org/lib/marketing2.htm [in Russian].
9. Nylund, V. Marketing and advertising to children: the issues at stake. (n.d.) www.theguardian.com. Retrieved from http://www.theguardian.com/sustainable-business/marketing-advertising-children-issues [in English].
10. McLaughlin, J. Researcher shows negative effects of advertising on children. (n.d.). legacy.fordham.edu. Retrieved from http://legacy.fordham.edu/campus_resources/enewsroom/ inside_fordham/may_17_2010/news/ researcher_shows_neg_75386.asp [in English].
11. Reisch, L., Gwozdz, W., Barba, G., De Henauw, S., Lascorz, N., & Pigeot, I. Experimental evidence on the impact of food advertising on children’s knowledge about and preferences for healthful food. (n.d.) www.hindawi.com. Retrieved from http://www.hindawi.com/journals/jobe/2013/408582/ [in English].
12. Tielietov, O.S. (2015). Reklamnyi menedzhment [Advertising management]. Sumy: Universytetska knyha [in Ukrainian].
13. Detskaia reklama [Children’s advertising]. (n.d.). psyfactor.org. Retrieved from http://psyfactor.org/recl15.htm [in Russian].
14. Zakon Ukrainy «Pro reklamu» [The Law of Ukraine «About advertising»]. (n.d.). zakon4.rada.gov.ua. Retrieved from http://zakon4.rada.gov.ua/laws/show/270/96-%D0%B2%D1%80 [in Ukrainian].
15. Detskaia reklama [Children’s advertising]. (n.d.). ruskolan.xpomo.com. Retrieved from http://www.ruskolan.xpomo.com/tolpa/deti_02.htm [in Russian].
16. Deti vliiaiut na predpotchteniia roditelei [Children affect parents’ preferences]. (n.d.). rg.ru. Retrieved from http://www.rg.ru/2010/11/09/podrostki.html [in Russian].
17. Ozhireniie u detei. Istoki natsionalnoi bedy [Childhood obesity. The origins of the national disaster]. (n.d.). deti.mail.ru. Retrieved from http://deti.mail.ru/baby/1-3/ozhirenie-u-detej-istoki-nacionalnoj-bedy/ [in Russian].
18. Propahanda nasiliia i zhestokosti [The propaganda of violence and cruelty]. (n.d.). esoonline.ru. Retrieved from http://www.esoonline.ru/kollekciya_reklamy/udachnye_primery_reklamy_skoro/ primery_neetichnoj [in Rusiian].
19. Vse luchshee detiam – trenirovki, pravilnaia reklama i ihrushki [All the best for children – exercise, proper advertising and toys]. (n.d.). karateworld.ru. Retrieved from http://www.karateworld.ru/index1.php?id=1818\ [in Russian].
20. Deti i reklama. Zarubezhnyi vzhliad na problemу [Children and advertising. Foreign view on the problem]. (n.d.). broadcasting.ru. Retrieved from http://broadcasting.ru/articles2/humanit/deti-i-reklama [in Russian].
21. Issledovanie osobennostei otnosheniia detei k televizionnoi reklame [Investigation of the features of children relationship to TV advertising]. (n.d.). sibac.info. Retrieved from http://sibac.info/2009-07-01-10-21-16/9702 [in Russian].
22. Reklama: poniatie i sushchnost [Advertisement: concept and essence]. (n.d.). internet-advance.ru. Retrieved from http://internet-advance.ru/reklama/58-reklama.html [in Russian].