Introduction

What do you think is the reason why kid influence is really a big

factor nowadays? RECALL VALUE

Children effective as endorsers (silent communication) Deliver the message in TV Ads? Kids selling to kids, has now evolved to kids selling to everyone How do TV Ads effectively use childrens gullibility? Eg: MET LIFE Insurance fixed purchase plan

How Using Children in Adverts Has Evolved

Early Advertising In 19th century there was no option/ choice unless they were born to a rich family. 20th century: children could begin to make consumption choices within the family.
Teenager Advertising, rock-n-roll era (1960) More disposable income Heavy western culture of importing articles from outside to fit in the trend landed up being a great pick for the marketers.

How Using Children in Adverts Has Evolved

Modern Advertising And Contemporary Regulations Children no longer need adults to frame their needs and desires. However, though adult inputs are required , importance is given more to safety and ethics. Future The question for regulators and parents is - how sophisticated do we want kids in adverts to get? As advertising characters such as the Bratz dolls start to tap into pre-teen sexuality, can we really let childish consumers' innocence be eroded any further?

Gr8 use o kids

Objectionable use of children

A)There is no requirement of children to be available Marketing automobiles, jewellery, electronic goods, etc,.
B)What qualifies as sexual exploitation? By definition, advertising attempts to influence the opinions,

perceptions or behavior of consumers. So it follows that exploiting children in adverstising may influence consumers to think and act as if children actually are sexual objects.
We're not talking about banning children from commercials. There are many healthy ways to portray children in advertising. And certainly, we're not advocating eliminating sexual content in media that portrays adults in control of their own sexuality--and relating to each other in a positive, mature way.

Objectionable use of children

Calvin Klein case study- Fashion Vs Pornography

 Is it fair to use kids in adv

Yes argument No- argum-

Eg in both

Effect of mrktin on kids -max 2 slides

How do kids change their parents from buying a

particular brand? Why does marketing strategy put up by advertising companies begin in childhood?

What can be the positive and negative effects of these TV Ads on children? How do TV Ads affect childrens gullibility?

Regulatory bodies

Global: Federal regulations , The Better Business Bureau, the Federal Trade Commission, consumer and parental groups, and the broadcast networks, American Association of Advertising Agencies (AAAA) Association of National Advertisers (ANA), Children's Advertising Review Unit (CARU)
India: Advertising Standards Council of India (ASCI), Federal Communications Commission (FCC), The National Advertising Review Council (NARC)

Thank you for your time!!!

Shilpa. D. Shah- 29
Chintan Kenia Pratik Mehta-

09 19

Neha Rawal
Tarun Jain Suraj Chaturvedi

References for the group

http://www.kidsandadvertising.co.uk/kids-ads-have-evolved.html The rationale being that research has shown ads with children having more Children are endearing to all of us. This could be the reason for the high recall. Communication is all about the message rather than the characters involved. The effectiveness of an ad is in understanding the way to reach the target audience and knowing the idea to make the target audience relate to the message and thus the product/ service. This has been understood by the Indian advertising industry. Thus we see the latest offering from Metlife fixed income plan where we see the grand son blackmailing his grandmother for buying stuff and relating it to fixed income from financial products. A child in an ad who does not know what insurance means. CK: CS: http://www.mediaawareness.ca/english/resources/educational/handouts/ethics/calvin_klein_cas e_study.cfm