Marketing Strategies For Young Girls

1406 WordsApr 6, 20166 Pages
The concept of KGOY has become exceedingly “ingrained into youth marketing” (The Point), and as such, “youth product imagery and promotional tactics use kids older than the intended age target” (The Point) on purpose. By encouraging pre-teens to grow up faster, it enforces the idea of the independent child, which is likely to appeal to today’s youth. This is especially true considering “The Pledge” advertisement plays off of progressive television content which has increasingly become less age appropriate in recent years, and therefore, capitalizes on the insecurities of young females. The message of the advertisement implies that to be happy and independent, they must act older and invest in an American Girl doll. By focusing on other…show more content…
The older commercial was created at a time that would have been specifically targeting Generation X mothers, which means that the commercial attempts to attract mothers with the promise of inclusion and a stronger relationship with her daughter, thus manipulating the mother through maternal insecurities and desires. In the 2015 “The Pledge” commercial, the presence of the mother is strongly implied but the parental figure is barely seen in the advertisement. Even when female adults are shown in the commercial, there is no evidence or clear message that they are the mothers of the youth shown, as they are never actually shown with the girls. Yet, there is an implied presence, especially by including the female adults in the commercial; they stand as a symbol of the mother’s approval for American Girl, and as such, gives any mother watching the approval they may need to purchase a doll for their child. With such a minimal use of the mother, this commercial utilizes a very different marketing technique than the old commercial. It relies heavily on the mother understanding the implications it puts forth, rather than speaking directly to the mother. As such, the commercial uses a term known as adjacent attraction in their advertising; adjacent attraction is used in advertising because marketers are able to take “unlike objects that reinforce another’s value, and attach a feel good feeling to a product” (Purac, Lecture 7). It is evident that the message of the
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