A new study, published in February of 2010 in the
journal
Psychology & Marketing, reports that three-year-olds recognize product
brands and what they symbolize. Researcher Bettina Cornwell, a professor of
marketing in sport management at the University of Michigan, found that
kids between the ages of three and five show an “emerging ability” to use
ads to judge which products will be the most “fun” and make them popular,
even though they are unable to read. “Not only do they understand what the
brand is, they understand that this is something they can use in their
day-to-day lives.” says Cornwell.
The researchers showed 38 children logos for 50 brands
like Coca-Cola, Looney Toons and Band-Aid and asked, “Have you seen this
before?” and “What types of things do they make?” as well as other questions
about the products’ value. The average recognition rate was 39 per cent, and
the most commonly recognized brand was McDonald’s (93 per cent), followed
closely by toys such as Lego (75 per cent) and soda products. Fast food was
described by the three to five-year-olds as “fun, exciting and tasty.” Cola
brands were fun because “the bubbles are fun” and “lots of people like
them.”
The researchers also showed another 42 children a board
featuring brand logos, including McDonald’s, and asked them to pick out
images associated with the company – a French fry box, “drive thru” sign and
the character Hamburglar. Many of the children were able to match the logos
with products.
Cornwell and her co-authors want lawmakers to take a
closer look at fast food branding aimed at young children, and to consider
regulating it.
The Maryland-based organization
New American Dream says that
advertising directed at children is estimated at over $15 billion annually
in the U.S.
The Ottawa-based
Media Awareness Network describes the tools marketers use to target kids. On
the group’s website, one marketer is quoted as saying, "We're relying on the
kid to pester the mom to buy the product, rather than going straight to the
mom." The site also includes tools for parents, daycare workers and teachers
who want to help kids avoid or withstand the effect of corporate advertising.
Read more on the effect of advertising on
kids, and what to do about it.
