Advertising to Children

Menstuff® has compiled the following information on the issue of advertising directed to children.

Faith Ladd, 5-Year-Old Girl, Identifies Brand Logos In Adorable Project
Psychologists Urge Ad Limits For Kids

Faith Ladd, 5-Year-Old Girl, Identifies Brand Logos In Adorable Project (VIDEO)

Faith Ladd is drawn to the BP logo mostly because it's bright, colorful and resembles a flower.


So when the spirited 5-year-old and her father were driving to grab some food on Sunday, she spotted the sign and asked if someone designed the logo.

"Yes," said dad and graphic designer Adam Ladd, who told The Huffington Post he often discusses elements of his job with his daughter.

Soon, the ride turned into a game of sorts, with Ladd pointing out several logos, and Faith identifying what she thought they were.

For example, McDonald's golden arches don't just create an "M"; they're two french fries pushed together.

Intrigued by their exchange, Ladd decided to gather 35-40 logos and record his daughter's interpretation of them. He encouraged her to describe what she saw and say the first things that came to mind.

The result? A nearly three-minute video filled with insightful yet adorable explanations of today's most popular brands.

Faith might be able to identify a handful of brands she's familiar with, but the 5-year-old's interpretation of the Greyhound, Jaguar and Puma logos is just too cute for words (about 1:31 into the video).

"I was kind of chuckling inside as I was recording her," Ladd said, explaining Faith even stated her grandfather works for General Electric, a fact he had no idea she knew.

The girl sure knows how to win over an audience, but that's no surprise to dad, who says Faith "likes to ham it up for people."

"Faith, you're getting famous in the design community," Ladd said he told his daughter when the video began gaining steam on the web. All the 5-year-old could do was smile.

Watch the video above to hear Faith's clever takes on today's most popular brands.

Psychologists Urge Ad Limits For Kids

Advertising aimed at young children should be restricted because youngsters cannot evaluate it properly, the American Psychological Association said Monday.

Children under age 8 tend to assume advertising is truthful and unbiased, the group said in a report that blamed youth obesity on eating habits spurred by advertising.

The report "shows young children are uniquely vulnerable to commercial persuasion," said study co-author Dale Kunkel.

"The most predominant products marketed to children are sugared cereals, candies, sweets, sodas and snack foods," he added.

Kunkel said a six-person team of psychologists spent 18 months analyzing studies of children and their reaction to advertising.

The basic concept is understanding persuasive intent, and children ages 8 and younger generally do not grasp that intent," Kunkel explained.

Older children and adults recognize the intent to sell and know advertising can exaggerate, though they may not apply that knowledge in every case, he added.

"What we're saying is that, because children 8 and below cannot grasp intent ... it is inherently unfair," Kunkel said.

American Advertising Federation spokeswoman Mary Hilton said she had not seen the report and could not immediately comment on it.

The Psychologists estimated that advertisers spend more than $12 billion per year on advertising messages aimed at the youth market. Additionally, the average child watches more than 40,000 television commercials per year, they said.

Kunkel said the group also has concerns about certain commercial campaigns primarily targeting adults that pose risks for child-viewers.

For example, beer ads are commonly shown during sports events and seen by millions of children, creating both brand familiarity and more positive attitudes toward drinking in children as young as 9-10 years of age.

They also expressed concern that commercials for violent media products such as movies and video games could increase the likelihood of youngsters' aggressive behavior.

The report recommended:


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