Kids exposed to advertising tend to choose advertised food products.
U.S. companies spend $15 billion each year to market to children and adolescents, according to Susan Linn's 2004 book, "Consuming Kids." Kids also influence over $600 billion worth of spending, and that marketing and branding has measurable effects on youth, ranging from their self-perception and gender identity to eating habits.
Identity and Socialization
Teens may have trouble distinguishing what they actually like and what they're told to like, and brand identity can affect how youth socialize with one another. A 2007 study by researchers at the University of Manchester revealed that brands can create social division among children, creating "in" and "out" groups. Children who don't have the "right" brands may be teased, bullied and feel socially excluded and have lower self-esteem.
Eating Habits
Food marketers target youth because of their spending power and to establish a brand loyalty the marketer hopes extends into adulthood. Marketing techniques and channels target children as young as toddlers. Television advertising, in-school marketing, kids clubs, Internet marketing, toys and products with logos, and product placement seek to harness brand loyalty at a young age, though marketed foods are typically inconsistent with dietary recommendations and are high in sugar and fat. As of 2001, children received half their calories from fat and added sugar. A 2002 review in Minerva Pediatrica stated that children exposed to advertising chose advertised food products at much higher rates than children not exposed.
Gender and Body Image
Marketing typically encourages boys to act in hyper-masculine ways, while products promise teen girls popularity, beauty, self-confidence and strong relationships. Margo Maine, Ph.D. argues that teen girls spend over $9 billion on just makeup and skin products, which offer a speedy "fix" to their insecurities. Girls look outside of themselves for comfort, direction and values, becoming vulnerable to addictive behaviors that industries promote, particularly tobacco, alcohol and diet industries.
What Parents and Leaders Can Do
Rather than shifting responsibility on to children and teens, child psychologist Allen Kanner stresses corporate advertising be minimized as much as possible. Parents should spend time at home away from advertising with the television off and talk to their kids about how and why the ads are created. Parents should discuss their concerns with community leaders and fellow parents and look for ways to change youth views of marketing. Communities should push to stop advertising messages inside schools. Advocacy groups like the Campaign for a Commercial-Free Childhood push for responsible marketing practices.
Tags: advertised food, advertised food products, brand loyalty, children exposed, exposed advertising