Marketing+to+Children-+Using+kids+as+Targets





 **What is the researcher's purpose? Why is this topic of interest?** -The purpose of this research is to determine if children from the ages of 6 to 12 have the ability to recognize marketing advertising in web design pages. This is a topic of interest because for the past couple of years marketers have been using children as target to get the parents and/or children to feel as though they need or have to have the products. **What is the most relevant prior work that other researchers have done on this topic? ** -Many researchers have looked into this topic to see how much  advertisers spend promoting to children maneuvering encouraging, and convincing them into customer lifestyles. They have explored how advertisers create fictitious needs for the children, But since children are vulnerable around these ages this manipulation works. **What is the research question explored in this article? ** -Can kids identify what is and what isn’t and advertisement in media other then T.V, and also do they understand the purpose of advertising. Especially when the advertisements are aimed towards children.  **What are the characteristics of the sample?** Experiment 1- 27 pages made of material similar to actual web pages, that included themes and pictures that would be attractive to kids, 9 of the 27 web pages included two advertisements. The pages were in English text.  Experiment 2- Same as Experiment 1 except the text on the pages were changed to Bahasa Indonesian, and the prices on the pages were changed into Indonesia currency. **What variables are measured? ** -Children from the ages of 6 to 12 who are from  the United Kingdom and Indonesia.  **How was the data analyzed?** <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;">-The data is analyzed by age groups, Region, (UK and Indonesia), advertisements identified correctly and incorrectly, identifying ads with and without a price, and False Positives. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> **What are the main findings of the study?** <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> -Six-year-olds recognized a quarter of the advertisements, <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> -8-year-olds recognized half the advertisements, <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> -10- And 12-year-olds recognized about three-quarters. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> -Only the 10- and 12-year-olds were more likely to identify an advertisement when it included a price. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> **What new questions does the researcher have to consider emerge as a result of this research?** <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> Can children identify advertisement in other media and if so do they recognize advertisements in television much faster, and at an earlier age than they do other media? **<span style="font-family: 'Arial','sans-serif'; font-size: 12pt;">How does this article affect your own thinking about the topic? ** <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;">This article kind of sums up what I think and keeps my thought in the same direction. I believe that kids are able to identify advertisements in television much faster than they do any other media, but the fact that they recognize it doesn’t mean that they truly understanding the meaning and effects (the sole purpose of it).

Ali, M. (2009). Young children's ability to recognize advertisements in web page designs.. //British Journal of Developmental Psychology//, //27//(1), 71-83.

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