An Investigation Into the Language Used in Childrens Advertising

This ad shows emotional appeal because there is a mother taking care of her children.

In the beginning of the ad, a group of individuals were asked questions like, “What does it mean to run like a girl?, What does it mean to fight like a girl?, and What does it mean to throw like a girl?” (Always, Procter & Gamble) The individuals asked to demonstrate these moves ranged from adult males, females, and a young boy. Noticing the age and gender of each person is an important display of ethos. If these questions were asked to all females or males, or to only age range, the commercial would not have the same meaning. If only males

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

The woman in the commercial reminisces of her father when she was younger which appeals to the audience’s sense of empathy. When she was young, her father taught her to ride a bike. The audience at one point likely learned how to do something from their guardian whether that was riding a bike or tying their shoes. Just like in the commercial, learning these qualities

Over the years, it is apparent that adverts in general have adapted their advertising language by employing extensive methods of persuasion, instead of focusing on their actual product or purpose.

Within the advertisement they broadcast systemically reenforced and exaggerated a large number of stereotypes about both men and women. Some may wonder, however, how this really effects everyday life. If someone sees so many ads in a day what is one more, one that is just a bit more sexist than the typical beer ad. While this it is true that the average person is overstimulated by the number of ads as it is there is still something to be said for the content of the ads. Even if a person doesn’t mentally acknowledge them the brain still notes them and stores them in the brain. If time after time one sees women in the submissive role or treated as objects, chances are they will start subconsciously believing it. On the other hand if men are constantly portrayed as stupid and hormone driven then that bias will start to seep into reality. There are also significant moral issues with this ad, if time after time women are portrayed simply as a visual feast it changes how they will be treated for the rest of their lives. Next time they walk down the street theres a chance a man may catcall her, acknowledging the fact that she was in some way appealing to him. He doesn’t do this because she is smart, funny or kind he does this simply because he was pleased by her appearance and may even think he is complementing her. However, by doing this he reenforces what the media has

The advertisement agency benefits from the misrepresentation because the lack of strong icons weakens the girls’ self-esteem, enabling the ads to prey off their insecurities. It contributes to the gender stereotypes, and may limit what boys and girls think is acceptable to be interested in. This connects to why girls tend not to strive in becoming

In this commercial it starts of with a sad song performed by Sarah McLachlan, and a fact that “every hour an animal is beaten or abused”. This is a very good attention getter using the appeal

This ad is multidimensional in the way that it demeans women. The first layer is equating the women with inanimate objects. The women are being scaled down to the size of beer bottles as though they were barbie dolls, meant to be played with and molded by the hands of the viewer. The model lays with her legs spread and her chest pushed out in a hypersexualized submissive pose. She looks up at the viewer with a coy smile. Ads like these are meant to sell to an adult male audience. They are made by men with the intention of making money and the understanding that if you offer a typical American male the idea of sex with a physically attractive woman and equate that to a product, he will buy almost anything. This type of imagery also affects how women feel that they should act. Viewing images of women as sex objects in these submissive poses causes women to feel that they are only valuable if they fit the ideals put in place by the heterosexual male gaze.

Many people believe that everything is black and white, especially when it comes to advertisements. What many don’t understand is that everything has an underlining meaning. Every advertisement has been thought out thoroughly to catch the attention of the consumers it is aiming towards. Advertisements aiming towards children has definitely been a topic that many people can’t seem to wrap their mind around. It’s been a topic that many have exposed because of the way marketers are willing to manipulate children in ways that only benefit their own. This whole issue began after the progression of marketing to children during the late 70s and early 80s with the advertisers’ intentions of making children lifelong consumers of products.

The girl in this commercial is sad,and lonely because she is being bullied. This is an emotional appeal. This commericial wants the audience to feel sorry for her. It does this by showing the horrible things that are being done to this girl . One example is the teenage girls drove by the girl,and started to teased her. The teenager girls tease the girl of her looks ,and calling her a loser. This bullying made the girl very sad.

This study examined whether or not children recognized the advertising in advergames. The study had two categories of children, ones with experience in advertising literacy education and those without. The results from this study indicated that without the advertising literacy education, about three-quarters of the children did not recognize advergames as an example of advertising. But those with the education showed a significantly higher understanding. The study also pointed out that only those

This ad is not just a degrading advertisement for women, but rather a horrible example for younger girls; making them think that they also have to dress a certain way and have a thin body type to be considered beautiful. Sadly the society that everyone grew up in has its own opinion about what beauty is. Younger girls have had to grow up with a specific image; an image that society has implanted in their minds. Now little girls believe that they are not beautiful because they do not look like the women in the magazines or the ads. Ken Gillam and Shannon Wooden’s research prove this theory to be true. As explained in Gillam and Wooden’s piece, “But if the feminist thought that has shaped our cultural texts for three decades now has been somewhat disappointing in it’s ability to actually rewrite the princess trope (the spunkiest of the ‘princesses,’Ariel, Belle, Jasmine, and, arguably, even Mulan, remain thin, beautiful, kind, obedient or punished for disobedience, and headed for the altar), it has been surprisingly effective in rewriting the type of masculine power promoted by Disney’s products” (Gillam and Wooden 471). Gillam and Wooden both saw that there was still a problem in society that needed to be fixed. Young girls are still looking up to these

She backs up that statement by providing the static fact that in 1975, “less than 2% of toys were explicitly marketed to either boys or girls.” She dives deeper into how gender stereotypes and ‘gender norms’ are prevalent in present day society by explaining how marketing plays an influence on society, especially the children. According to the BBC documentary The Men Who Made Us Spend, children now are being targeted as mini consumers and that the average British child sees 10,000 adverts a year! Kessel also claims that advertisements on children’s channels are the “most explicitly gendered thing you’ve ever seen’ and that in the advertisements involving girls, the girls are seen “in a whirl of pink and high-pitched voices” whereas the advertisements involving boys, the boys are seen “[in a whirl of] blue with a backdrop of angry guitar music.” By evaluating how marketing influences children to gender stereotype, she was able to strengthen her argument.

The commercial “Princess Machine” aims at creating awareness of the new toy for girls and also changing society’s mentality about gender roles. The commercial starts off with three female children watching a princess show. However, contrary to normal expectations, they looked bored to death and found no interest in the program. Then the girls divert their attention into trying to change the channel, but went about it in a unique way. Series of items had been placed strategically in order to trigger a chain reaction that would eventually help change the channel. The commercial uses three girls from different races – white, black, Asian- to indicate that girls all over the world are capable of taking on new experiences. It also reveals to society