O presente trabalho tem como problema de pesquisa a hipervulnerabilidade da criança à publicidade. Através de uma análise histórica da sociedade de consumo atual, pretende-se demonstrar como a publicidade atingiu seu patamar de importância atual e como o Direito respondeu a essa evolução. Será feita uma análise de direito comparado, demonstrando como a publicidade (especialmente a infantil) é regulada em outros países e na União Europeia. A partir daí, e justificando a regulação que hoje é dada à publicidade e a importância da discussão a respeito da publicidade infantil, será apresentada a influência que ela exerce sobre as crianças. A seguir, a par dessas informações e com base nos princípios informadores especialmente do Direito do Consumidor e do Direito da Criança, em claro diálogo de fontes, será respondido o problema, identificando se a criança é ou não mais vulnerável à publicidade que os outros consumidores. / This work has has its research problem the children’s hipervulnerability to advertising. Throgh an historic analysis from the current consumption society, the work aims to demonstrate how advertising has reached its current level of importance and how Law has responded to this evolution. It will be made an analysis of comparative law, demonstrating how advertising (specially child aimed) is regulated in other countries and in European Union. From then on, and in order to justify the regulation that is nowadays given to advertising and the importance of the discussion about advertising to children, it will be presented the influence that it has over children. With these informations in hands and based on the principles, especially the ones from Consumer Law and Rights of children, in a clear dialogue of sources, the problem will be answered, identifying wether children are or not more vulnerable to advertising than other consumers.

O presente trabalho tem como problema de pesquisa a hipervulnerabilidade da criança à publicidade. Através de uma análise histórica da sociedade de consumo atual, pretende-se demonstrar como a publicidade atingiu seu patamar de importância atual e como o Direito respondeu a essa evolução. Será feita uma análise de direito comparado, demonstrando como a publicidade (especialmente a infantil) é regulada em outros países e na União Europeia. A partir daí, e justificando a regulação que hoje é dada à publicidade e a importância da discussão a respeito da publicidade infantil, será apresentada a influência que ela exerce sobre as crianças. A seguir, a par dessas informações e com base nos princípios informadores especialmente do Direito do Consumidor e do Direito da Criança, em claro diálogo de fontes, será respondido o problema, identificando se a criança é ou não mais vulnerável à publicidade que os outros consumidores. / This work has has its research problem the children’s hipervulnerability to advertising. Throgh an historic analysis from the current consumption society, the work aims to demonstrate how advertising has reached its current level of importance and how Law has responded to this evolution. It will be made an analysis of comparative law, demonstrating how advertising (specially child aimed) is regulated in other countries and in European Union. From then on, and in order to justify the regulation that is nowadays given to advertising and the importance of the discussion about advertising to children, it will be presented the influence that it has over children. With these informations in hands and based on the principles, especially the ones from Consumer Law and Rights of children, in a clear dialogue of sources, the problem will be answered, identifying wether children are or not more vulnerable to advertising than other consumers.

O presente trabalho tem como problema de pesquisa a hipervulnerabilidade da criança à publicidade. Através de uma análise histórica da sociedade de consumo atual, pretende-se demonstrar como a publicidade atingiu seu patamar de importância atual e como o Direito respondeu a essa evolução. Será feita uma análise de direito comparado, demonstrando como a publicidade (especialmente a infantil) é regulada em outros países e na União Europeia. A partir daí, e justificando a regulação que hoje é dada à publicidade e a importância da discussão a respeito da publicidade infantil, será apresentada a influência que ela exerce sobre as crianças. A seguir, a par dessas informações e com base nos princípios informadores especialmente do Direito do Consumidor e do Direito da Criança, em claro diálogo de fontes, será respondido o problema, identificando se a criança é ou não mais vulnerável à publicidade que os outros consumidores. / This work has has its research problem the children’s hipervulnerability to advertising. Throgh an historic analysis from the current consumption society, the work aims to demonstrate how advertising has reached its current level of importance and how Law has responded to this evolution. It will be made an analysis of comparative law, demonstrating how advertising (specially child aimed) is regulated in other countries and in European Union. From then on, and in order to justify the regulation that is nowadays given to advertising and the importance of the discussion about advertising to children, it will be presented the influence that it has over children. With these informations in hands and based on the principles, especially the ones from Consumer Law and Rights of children, in a clear dialogue of sources, the problem will be answered, identifying wether children are or not more vulnerable to advertising than other consumers.

Advertising is an integral part of our lives. We meet with advertising at every step. Adults can, for the most part, distinguish and understand advertising, but what about children? How advertising influences children? Are they ready for it? The aim of this thesisis to introduce the concept of advertising, advertising history in our country, legislation and also analysis of the impact of advertising on children.The first part of this analysis is given to parents and seeing how they perceive advertising, respectively its impact on children. The second part of the thesis represents the analysis of the impact of advertising on children, in a breakdown by the given ages.The work is aimed at children up to seven years, mainly on children attending a kindergarten. These children are divided by age into three categories, namely children under three years old, children under five years of age and children under seven years of age. The conclusion of the thesis summarizes the findings of my own analysis and presents possible recommendations.

Orientador: Roseane Andrelo / Resumo: A infância é um período de formação do indivíduo que exige uma atenção especial em relação aos cuidados para garantir o seu bom desenvolvimento. É dever do Estado, da família e da sociedade atuar para protegê-la e garantir que tenha seus direitos preservados de forma integral. Quando se trata do consumo midiático realizado pelo público infantil, mais especificamente em relação à publicidade, os cuidados não podem ser reduzidos, muito pelo contrário, essa temática necessita de um olhar atento e constante. Dessa forma, o processo de regulamentação e desenvolvimento de políticas públicas deve estar sempre em pauta na sociedade. No Brasil, há um sistema misto entre leis, resoluções, normativas e a autorregulamentação que tratam da publicidade infantil, porém isso não significa que o processo transcorra de forma plena e sem apresentar problemas a serem enfrentados. Muitas vezes, as leis e resoluções não alcançam uma aplicação em sua totalidade, com isso fazendo que surgisse o seguinte questionamento: a partir das percepções dos atores envolvidos no processo de construção das políticas públicas a respeito da publicidade infantil e das leis e regulamentações existentes no Brasil, é possível ampliar as formas de implementação das políticas públicas a partir da sensibilização e ação da sociedade? Assim sendo, o objetivo deste estudo, que considera a regulamentação da publicidade infantil no Brasil e a percepção de atores envolvidos com a temática, consistiu em propor um meio de instru... (Resumo completo, clicar acesso eletrônico abaixo) / Doutor

This study examines print advertising from Cookie, an up-scale American parenting magazine for affluent mothers. The ads include seven designer clothing brands: Rocawear, Baby Phat, Ralph Lauren, Diesel, Kenneth Cole, Sean John, and DKNY. When considered within the context of their adult equivalents, the ads for the children’s lines often created a prolepsis—or flash-forward—by depicting the child model as a nascent adult. This was accomplished in three ways. First, the children’s ads typically contained structural continuities such as logo, set design, and color scheme that helped reinforce their relationship with the adult brand. Second, most of the ads place the camera at eye-level—a framing that allows the child models to address their adult viewers as equals. Finally, almost half of the ads feature at least one child looking directly at the camera with a serious expression. This is significant because, in Western culture, the withholding of a smile is a sign of dominance typically reserved for adult males. When children mimic this familiar and powerful “look,” they convey a sense of adult-like confidence and self-awareness often associated with precocious sexuality.

This study examined adults’ perceptions of aggression in toys and toy commercials targeted toward young boys. The subjects, 262 undergraduate psychology students, completed the Buss/Perry Aggression Questionnaire and rated either a videotape of 10 boy-oriented toy commercials or slides of 10 non-advertised boy-toys. Parental status, exposure to an advertised versus non-advertised toy, and level of self-reported aggression were assessed to determine their relationship to perceptions of aggressiveness in a toy’s image and predicted play with the toy. Univariate analyses of variance and paired sample t-tests were conducted. The results indicate that toys advertised in commercials are judged to portray more aggressive images than non-advertised toys. Additionally, a person’s tolerance of aggression in his or her own life may influence his/her perceptions that aggression is acceptable in certain situations, such a fantasy toy play. Finally, gender stereotyping still appears to be influential in determining appropriate toy play for boys and girls.

by Pok Fook Sun. / Questionnaire in Chinese. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 134-141). / Acknowledgments --- p.i / Abstract --- p.ii / Chapter Chapter 1: --- Introduction --- p.1 / Chapter Chapter 2: --- Literature Review --- p.5 / Chapter A. --- Regulation of TV Commercials --- p.5 / Chapter B. --- Areas of Concern --- p.7 / Chapter C. --- Understanding the Selling Intent of TV Ads --- p.9 / Chapter D. --- "Effects of TV ads on Children's Cognitions, Attitudes, and Behaviors" --- p.10 / Chapter E. --- Effects of TV Ads on Consumption Behaviors --- p.12 / Chapter F. --- Effects of TV Ads and the Parental Influence on Children's Consumption Behaviors --- p.17 / Chapter G. --- Findings from Local Researches --- p.18 / Chapter Chapter 3: --- Theoretical Framework --- p.22 / Chapter A. --- Overview --- p.22 / Chapter B. --- Theory of Consumer Socialization --- p.23 / Chapter C. --- A Conceptual Framework for Consumer Socialization --- p.27 / Chapter Chapter 4: --- Research Design --- p.32 / Chapter A. --- Research Objectives --- p.32 / Chapter B. --- Variables and Operational Definition --- p.33 / Chapter C. --- Hypotheses --- p.40 / Chapter D. --- Sampling --- p.45 / Chapter E. --- Data Collection --- p.45 / Chapter F. --- Coding Procedure --- p.46 / Chapter G. --- Statistical Analysis --- p.47 / Chapter Chapter 5: --- Data Analysis --- p.49 / Chapter A. --- Respondents' Profile --- p.49 / Chapter B. --- Scales Reliability --- p.61 / Chapter C. --- Hypotheses Testing --- p.68 / Chapter Chapter 6: --- Discussion of Research Findings and Implications --- p.96 / Chapter A. --- Overview --- p.96 / Chapter B. --- Effects of Social Structural Variable --- p.96 / Chapter C. --- Effects of Age --- p.101 / Chapter D. --- Effects of Socialization Agents --- p.102 / Chapter E. --- Implications --- p.108 / Appendix / Chapter I. --- Television Code of Practice on Advertising Standards --- p.115 / Chapter II. --- "Enrollment Statistics, Hong Kong Education Department, 1995-96" --- p.118 / Chapter III. --- List of Sampling Units --- p.119 / Chapter IV. --- Sample Letter of Request --- p.120 / Chapter V. --- Sample Questionnaire (English Version) --- p.121 / Chapter VI. --- Sample Questionnaire (Chinese Version) --- p.128 / References --- p.134

Today's children are a multi-billion dollar consumer market that not only has the power to spend their own money but directly influences the spending for household consumer purchases. They present an extremely healthy and potentially long term wealthy consumer market for marketers to target and reap the benefits from their loyalty. However, the area of young children's consumer behaviour is significantly under researched. Very little is known about how young children develop preferences, make brand choices, and develop equity towards a brand. This study investigates the brand knowledge elements associated with brand preference and brand equity for young children. An experimental procedure was employed utilising personal interviews and collecting data from five Australian Day Care facilities and four Australian Community Pre-school Centres. The respondents were three and four year old children, who performed a game involving questions about fast food brands. The hypotheses explored various aspects of brand knowledge (e.g., brand awareness) and, their influence on the child's initial preference between fast food choices (brand preference), and their loyalty when tempted by a toy and their second choice (brand equity). The study's analysis was divided into two parts. The first part determined whether there were any significant differences evident between three and four year old children in relation to the effect of brand awareness, affect toward, and brand image in brand preference and brand equity using chi-square analyses. The second part of the analysis employed binary logistic regression analyses to determine which elements of brand knowledge influenced a child's brand preference and brand equity regarding fast foods. 2 The study found there were no major differences between a three year old and a four year old in relation to the influences of brand awareness, affect toward, and brand image in brand preference or brand equity. The binary logistic regression analysis found that brand images provided the greatest effect in explaining and predicting brand preference and provided a contributing influence in brand equity. Brand awareness was found to provide the second greatest effect on brand preference and the greatest effect on brand equity, and affect towards the brand or main menu item provided the least amount of effect in explaining and predicting brand preference and brand equity for 3 and 4 year old children. The research also comments on the use of a toy as a marketing tool to lure children to a brand and provides suggestions for future research. Marketing, managerial and public policy implications are also provided.

[Truncated abstract] Children have become an important consumer segment for marketers because of their potential in purchasing and the influence they have on family purchasing decisions. Marketers may not only want to influence children's spending today, but they are also grooming them for long term loyalty. Children are surrounded by sophisticated promotional techniques such as product placements which are presumed to be capable of influencing their purchase and request decisions. It has been argued that the processing of product placements works differently to traditional advertising. Placements are thought to form an impression in the mind of consumers without them being aware of this happening. These impressions may influence their purchase decisions. The consumer's inability to remember incidental exposure to a brand, or to know that these prior exposures are influencing their judgment, is an important factor that defines the effectiveness and potential deceptiveness of product placement. Young children, with more limited cognitive abilities than adults, could perhaps face more difficulty in grasping the difference between promotional and editorial content in the form of a children's magazine placement. Their inability to distinguish commercial from non-commercial content, and the intent of the promotion message, would appear to make young children vulnerable to the effects of the placement message. Children's processing of persuasion knowledge, or their ability to differentiate commercial from non-commercial and the knowledge of commercial intent, are suggested to be less vulnerable to the message. Three different studies (Study I, Study II and the main study on children) using the samples of children's magazines and children themselves were conducted. ... This stored information may have been used in a favourable way at the time of decision-making which may have influenced young children to like the placed brand. A possible explanation of such behaviour could be that as the child becomes deeply bonded with the magazine material, that child could have social interaction with friends who share a similar bond. This could result in a child having a greater influence on their friends. One of the implications of this study for a marketing organisation is the potential usefulness of material connectedness to a magazine when purchasing advertising space in children's magazines. It may also suggest a construct that may form criteria to use across media. Connectedness may be a surrogate for a measure of media 'engagement.' Product placement normally does not identify a sponsor. Placements have been criticised as an unethical practice because this technique attempts to trick vulnerable child consumers. If a majority of children in the sample knew the commercial nature and intent of a product placement, then it is difficult to rationalise this form of execution as misleading because it was placed. This study offers insights and information on the ways children make decision after exposure to a product placement, a technique which has been criticised as a deceptive 'masked' method of communication. Perhaps, product placement may not be as deceptive as many critics claim. This study found that public policy makers should revisit the policy on children's media, especially on masked techniques like product placement.