The advertisement is the process of growing awareness and that manner of spreading business is one of the major ways of business enhancement. This is the influential market that provides a better opportunity for product and customers are getting attached to the product. The process of consumerism is developed from this process. The choice of media is huge in modern days. However, big hoardings are important as they are stands as the eye-catcher and people know something new and innovative through the process. In the case of children, hoardings in front of the school have put a huge impact on them. This is a pattern to expose children mind towards the consumer habit and that makes a relationship with children and product (Büttner, Florack and Serfas 2014). Parents have that direct communication with children, they might get a chance to evaluate the product. However, in the case of children, the decision making sense and evaluation is not so strong for them and companies are getting benefitted by that promotion.
In this paper, the effect of children mindset and their strong belief over the product consuming is the main matter of discussion. The influence of having the product is the main criteria for children and consumer behavioural approach for them is the evaluative understanding that depicted in this paper.
- To evaluate the impact of advertising media on children
- To enhance the relationship between children and product through the hoarding advertising
- To analyse students’ response to those toys’ advertisements and influence over their socialisation
- To make a demographic view of consumer behaviour and evaluate the changing general action according to the process
The scope of the project is to make an idea of children reaction over hoarding advertisement. The graphic design, animation, visual communication all these processes can be used by the companies and the children get attracted by the process. Hence, the situation handling and decision-making process for children is the major scope of this paper. The scope is related with the influence of print media for children and also analyse the positive and negative aspects of media over children. There are some specific responses can be driven through this process and children are the sole responsible person for that. In this non-verbal communication process hoarding is the best way to demonstrate the visual retention of customers so the process is perfect for the young brains and they are attracted very much by that process.
Outdoor advertising media
The general concept of the outdoor advertisement includes the advertising that are directed towards the consumers who generally observes them outside their house or residential places. According to the study of Moriarty et al. (2014), the outdoor advertising media is significantly helpful in order to cover a considerable amount of consumers as the advertisement will generally catch the attention of a larger amount of people. Similar to the adults the children are significantly influenced by the above mentioned concept of advertisement. According to Lesser, Zimmerman and Cohen (2013), the outdoor advertisement is observed to have majorly three parts which are the billboard advertisement, transit and the street furniture. The bill board advertisement is the most useful method of the outdoor advertisement. The billboard advertisements generally get placed at the high traffic zone where it will easier for the business houses in order to attract people towards their products. The zones can be near a restaurant, sports ground, shopping mall, night club or the public transport stoppages where usually the presence of the crowd is high. According to Lin (2013), the transit method of the outdoor advertisement are generally the mobile mode of outdoor advertisement where the general carriers of this sort of advertisement are the buses, trains, metro railways, taxis, airport walkways. The above mentioned method is useful in order to cover a considerable amount area in advertising. The street furniture method of outdoor advertisement generally covers the common furniture that is available in the park, bus shelters or the public telephone kiosks (Sell 2014). The children in doing their general operations like going to the school or the park to play, are highly exposed towards those advertisement which have a long lasting impression on them.
Print media influence on children
As per the study of the American Academy of Pediatrics (AAP), the print media significantly influence the children and that is significantly visible with their behaviour or imitations (Aap.org 2018). The children are observed to be influenced by the advertisements of the newspapers or the magazines, which generally are available in their homes (Strasburger et al. 2013). The magazines are generally observed to offer the news or the stories, which goes according to their genre and in doing so certain magazine will produce significant amount impact on the children who may or may not be appropriate for the certain stories or the news that the magazines are going to express. Newspapers are also another source of advertisement, which has a crucial role in influencing the children as the advertisement section of the mentioned source prepares their stories with a focus on their entire customer group. But in doing so the stories which are generally for the adults will also be available for the children and in that process the inappropriate advertisement for the children, will influence in such a manner that the children will try to consider them as important even without knowing the reason or the concept of that advertisement.
Socialization of children
The socialization of the children is an important aspect of the personality development of the children as the teachings of the parents in order to develop their children is significantly influenced by the socialization. In their childhood, the children are observed to inherit everything they see or they consume. The role of the parents in teaching them what is right and wrong is significant in differentiating what the children should consume or not. The need of socialization for the children generally appears with the structure of the family. It is observed that in the nuclear families the responsibility for the parents in order to socialize their children is comparatively much higher than a combined family as the role of the other guardians in teaching the children in case of a combined family will ease out the responsibility of the parents. The behaviour of the parents in dealing with the need of the socialization of their children is crucial as the inappropriate manner in behaving with the children during this time will upset the children mentally and that will have significant adverse impact on the social growth of the children (Nikken and Schols 2015). The major reason behind the socialization is that it will enable the children with the opportunity to develop their sense of self, which will help them in order to assess their personality with the limited sense of doing so. Being a social creation, it is significantly difficult for the human beings to live without any sort of association with the other person and socialization of the children helps the children in this case as it enable the children to get the need of making friends in order to go forward in life. The general importance of the socialization of the children in the above mentioned topic of is the production of sense of the right and wrong in taking the external factors of their life.
Children response to hoarding and posters
The response to the hoardings by the children comes out in a very evident manner as the products that is to be marketed is observed to influence the children in a significantly easy manner. The psychology of the children is an important aspect in this case as the children are have the normal tendency to digest every act that happens in front of them and usually they tend to imitate every act that they observes without even knowing the reason behind advertisement. The advertisement of the toys is usually observed to catch the attraction of the children in a smoother manner as the children are generally very fond of the toys. This also creates a major concern for the parents as well as many of the toys of the recent generation include significant amount materials which can easily affect the health of the children in a very detrimental manner. But the response of the children towards those toys is immense at times and they without knowing the detrimental effect of the toys that they want, is observed to force their parents emotionally with their acts during that time. According to the study of Kochanska (2017), the teaching of the parents and the other guardians plays a significant role in order calm the children as the lesson of the product’s adverse impact on their health from the part of the children’s guardian will be important .
Positive and Negative impact of hoarding or advertisement on children
The minds of the children develop at a faster rate than that of the adults. They are able to grasp the print media and its implication much faster than the adults. Similarly, hoardings and posters too have impact on the children’s mind. The different advertisements have different types of impacts on the mind on the children. It can be argued that there are several positive advertisements, which have a good effect on the children’s minds. According to Simon and Sunu (2014), advertisements, which depict creativity and inspiration such as certain biscuit brands often, influence the children to pursue their talents. There are also advertisements related to banking where small children are shown to be collecting coins. These type of advertisements inspire the young children to follow the procedure and be more proactive in saving money from a very young age. Moreover, there are certain health drink brands, which promote the usefulness of sports. These types of advertisements inspire the children to pursue successful career in sports as they grow up.
On the contrary, according to Strasburger et al. (2013), there are also different negative effects of the advertisements on the children. As has been said earlier, the children’s mind grasp the content faster than adults do, they also grasp the negative points of the advertisements. There are often advertisements about liquors and alcohol, which have a negative effect on the minds of the children. They are influenced at a very early age towards the fantasy of consuming liquor and sometimes fall in the trap of these liquor advertisements. Besides these, there are also different advertisements which depict one person mocking the another for not using another brand. These are generally identified with the submissive people. These types of advertisements have a negative effect on the children’s mind who might be introvert or socially submissive. They might look down upon themselves and draw away from social events in the fear of being publicly mocked.
Demographic way of children decision making
The demographic changes play a very important role in the change of the behaviour of the children. The parent-children relationship play a very important role in this aspect. According to Sanders and Kirby (2012), the parents’ behaviour and their decisions have a very deep impact on the children’s lives, which shapes their decision-making abilities. It has been seen that young parents who themselves does not possess decision making abilities are not able to properly execute their parenthood. This adversely affects the decision-making abilities of the children.
Moreover, the marital status of the parents also play an important role in shaping the decision-making abilities of the students. In the modern society, according to Beveridge (2013), it is seen that many children are born out of marital relationships or the parents are divorced at the child’s young age. This type of issue diverges the role of the parents, as both of them are always not actively involved in the upbringing of the children. The roles of fathers and mothers are more of an illusion in the children’s lives and this causes disengagement from the responsibilities at the very young age. On the contrary, Coyne, Amory, Kiernan and Gibson (2014), the children’s decision-making abilities are far away from the family responsibilities and are often self-centred. Similarly, children belonging to the families, which display more stable relationship, have a more positive decision making ability. These decisions are primarily related to family issues or for the all-round benefit of the family. These children are also more socially accepted as they value relationships.
Advertisements also play a very deep impact on these differences as children from the different backgrounds might react differently to a similar advertisement. While children from one category might react positively to an advertisement, on the other hand some children might grasp the negative features of the advertisement. The family relationships and upbringing influence these factors.
Children consumer development
In the modern society, children consumerism plays an active part for the corporate world. The advertisements play a very important role in this aspect, as they transform the children into consumers. According to Šramová (2014), the promotions of the different products are made in accordance with the children’s taste so that it can easily appeal to them and turn them into consumers.
The children have the potential to exercise immense purchasing power, either directly or indirectly as they can easily persuade the elders to buy certain products. It has been often observed in stores or other shopping centres that the children play a huge role in influencing the parents’ purchasing. The advertisements in the modern days is not limited to only awareness about the product but at the same time creating an urge in the customers. This process is easier to achieve in the case of the children. According to Smith, Xiao and Bechara (2012), children are not mature enough to rationally understand the need of the product; hence, the illusionary urge to purchase the products might drive them wild into persuading the parents to buy it for them. This is how the advertising agencies, try to achieve the ultimate motive, that is to create a consumerism in the children and ultimately sell the products. According to Romero-Fernandez, Royo-Bordonada and Rodríguez-Artalejo (2013), attempts have been made in the past to ban the advertisers from making advertisements that would appeal to the children, because the children might not be able to understand the true meaning of the advertisements. The innocent minds of the children are more prone to accept the facts that are shown in the advertisements s true and unbiased facts and are easily influenced by them.
Therefore it can be concluded that hoarding has an impact on children and eagerness of having the product will grow at that moment. This is some technological influences also align with the process and commercial business process will enhance their market as well. There are some positive and negative impacts of consumer development and decision making sense but to socialize with those children, advertising media is the best way to enhance their mind. After a particular age, the choice of product has changed, so the demographic balance is the right way of decision making. The new age technologies are also important in that case and their mechanical influence penetrates children minds.
Aap.org. (2018). AAP.org. [online] Available at: https://www.aap.org/en-us/Pages/Default.aspx
Beveridge, S., 2013. Children, families and schools: Developing partnerships for inclusive education. Routledge.
Büttner, O.B., Florack, A. and Serfas, B.G., 2014. A dual-step and dual-process model of advertising effects: Implications for reducing the negative impact of advertising on children's consumption behaviour. Journal of Consumer Policy, 37(2), pp.161-182.
Coyne, I., Amory, A., Kiernan, G. and Gibson, F., 2014. Children's participation in shared decision-making: Children, adolescents, parents and healthcare professionals' perspectives and experiences. European Journal of Oncology Nursing, 18(3), pp.273-280.
Kochanska, G., 2017. Mutually responsive orientation between mothers and their young children: Implications for early socialization. In Interpersonal Development (pp. 141-159). Routledge.
Lesser, L.I., Zimmerman, F.J. and Cohen, D.A., 2013. Outdoor advertising, obesity, and soda consumption: a cross-sectional study. BMC Public Health, 13(1), p.20.
Lin, J., Xerox Corp, 2013. Mobile advertisement methods and systems. U.S. Patent 8,527,338.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.
Nikken, P. and Schols, M., 2015. How and why parents guide the media use of young children. Journal of child and family studies, 24(11), pp.3423-3435.
Romero-Fernandez, M.M., Royo-Bordonada, M.A. and Rodríguez-Artalejo, F., 2013. Evaluation of food and beverage television advertising during children's viewing time in Spain using the UK nutrient profile model. Public health nutrition, 16(7), pp.1314-1320.
Sanders, M.R. and Kirby, J.N., 2012. Consumer engagement and the development, evaluation, and dissemination of evidence-based parenting programs. Behavior therapy, 43(2), pp.236-250.
Sell, R., 2014. Advertising that Works!.
Simon, T.C. and Sunu, K., 2014. Impact of Advertising on Children. International Journal of Management and Social Science Research Review, 1(5).
Smith, D.G., Xiao, L. and Bechara, A., 2012. Decision making in children and adolescents: Impaired Iowa Gambling Task performance in early adolescence. Developmental psychology, 48(4), p.1180.
Šramová, B., 2014. Media literacy and marketing consumerism focused on children. Procedia-Social and Behavioral Sciences, 141, pp.1025-1030.
Strasburger, V.C., Hogan, M.J., Mulligan, D.A., Ameenuddin, N., Christakis, D.A., Cross, C., Fagbuyi, D.B., Hill, D.L., Levine, A.E., McCarthy, C. and Moreno, M.A., 2013. Children, adolescents, and the media. Pediatrics, 132(5), pp.958-961.