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ye^lr and rising. Add to this the iníluence children have over their parents”
spending power on clothes, food and even holidays - and the total market is
estimated at £30 billion.

So what marketing techniques are used to attract children? The ílrst rule
is to base your ads on a good knovvledge of child and parent psychology. Dr
Dale Southerton of the University of Manchester says: “The marketing
vvorld plays on children’s wants and needs. Children want peer acceptance,
and marketing creates competition between children hy suggesting they will
be more popular if they own the product. Marketing also plays on a parent’s
anxiety that their child will not fít in or might be bullied unless they own the
product.”

3.
A marketing executive’s dream is to secure cradle-to-grave brand loyalty.
According to studies, a child’s awareness of brands may begin as early as
two. One marketing tactic is simply to make sure that children see large
numbers of ads, hoping that some of them will stick.

4..................
More worr3ãngly, another key message of advertising aimed at kids is:
‘Tgnore your parents.” It is rare to see adults in the ads, and, when they do
appear, they are portrayed as killjoys trying to stop children getting what
they want. One recent study found that children who watch TV on their own
are more susceptible to advertising than those who watch with their parents.

5 .......
By the time a child is old enough to use the Internet, she or he will find
the advertisers ready and xvaiting. Sonia Livingstone, Proĩessor of Social
Psychology at the London School of Economics, monitors their techniques.
“Parents mainly worry about television advertising, but marketing messages
6ire increasingly Corning via the Internet - a medium where children are less
able to detect S£des. I would like to see schools teaching pupils to be more
sceptical.”

6 .................
Marketing experts argue that children are not as innocent and gullible as
parents think. Nevertheless, many parents fear that their children are
becoming corporate targets beíore they are mature enough to question
marketing messages for themselves. But there are still parts of childhood
that marketing cannot reach. “Kids like going to the park, playing with
friends and drawing pictures just as much as owning branded goods,” says
Southerton. There is research evidence that most would choose a birthday
party with their triends rathcr than an expensive gift.”

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