Cartoons , Kids and Marketing

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Negative Impact of cartoon caracters on kids and use of cartoons as tool for kids marketing

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Presentation Transcript

Cartoons , Kids and marketing : 

Cartoons , Kids and marketing Ritu Sharma Sr. lecturer IMS NOIDA INDIA ritusharma_79@yahoo.com

Negative impact of cartoons on children : 

Negative impact of cartoons on children Do we Know That According to a recent survey report on Television and Society it is found that, by the time the average child (one who watches two to four hours of television daily), when leaves elementary school, he or she will have witnessed at least 8,000 murders and more than 100,000 other assorted acts of violence on television.

Slide 4: 

An average child is estimated to have watched 5,000 hours of television by the time he or she enters first grade and 25,000 hours by the end of high school! This is more than the time he would spend in classroom earning a college degree.

Slide 5: 

How much do children understand what they watch on TV? Before age seven, children have difficulty integrating separate scenes into a continuous story line. they treat each scene as an isolated incident and are unable to relate a TV character's behavior to its prior motives and eventual consequences Result? young children cannot see the connection between violence and its consequences if the perpetrator of violence gets to be punished only at the end of the program

What does the marketer has for kids on cartoon channels ? : 

What does the marketer has for kids on cartoon channels ? Marketers across the world and even in India are targeting children for marketing of their products. Kids represent an important demographic to marketers because they have their own purchasing power backed by their parents, they influence their parents' buying decisions and they are the adult consumers of the future.

What Marketer wants is this- : 

What Marketer wants is this-

Why does parents buy : 

Why does parents buy Parents today are willing to buy more for their kids because of trends such as smaller family size Dual incomes and higher disposable income. Moreover, Guilt play a significant role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.

Is this not commercialization of childhood? : 

Is this not commercialization of childhood? The child of today lives in a world that is replete with marketing techniques. Also television has become a potent agency of socialization because like the family, school, and peers, it directly provides the child with experiences which shape their attitudes and influence their behaviours. In evaluating television’s influence on children, it is important to view this medium as an element in a matrix of influences in a child’s social environment.

Negative side of Cartoons- : 

Negative side of Cartoons- Children find it hard to recall scenes recounting inner feelings that explains previous events. According to a study cartoons have three times as many acts of violence than prime television channel. Among those listed as most violent were: Teenage Mutant Ninja Turtles, Tom and Jerry, Bugs Bunny, Ben 1o, Spiderman, Dragon ball Z.

Slide 11: 

Shift in target audience has happened on account of the fact that in middle and upper income families, television has come to occupy prime space TV viewing has even replaced dinner table conversation. Nuclear families, working parents and latchkey kids in the metros mean that children get to spend very little time with either parent In the absence of a family support system and reliable domestics, parents find themselves unable to discipline children. Most children in today's upwardly mobile families find it difficult to take 'no' for an answer.

The issue of excessive marketing and involvement of cartoon channels for kids is fast becoming a hotly debated topic. : 

The issue of excessive marketing and involvement of cartoon channels for kids is fast becoming a hotly debated topic. The area of my research is find negative impact of cartoon on the psychology of child and use of cartoons as a medium of marketing for kids for the age group of 2- 13 years.

Survey Analysis : 

Survey Analysis

Channel Viewing : 

Channel Viewing

Is the child neglecting this childhood ? : 

Is the child neglecting this childhood ?

Does cartoons hamper kids psychology? : 

Does cartoons hamper kids psychology?

Cartoons as medium for commercialization? : 

Cartoons as medium for commercialization?

Are Kids influenced by cartoon characters? : 

Are Kids influenced by cartoon characters?

What all kids buy? : 

What all kids buy?

Suggestion and recommendations : 

Suggestion and recommendations Parents should explain commercial intent and manipulation behind the cartoon promotion and products associated by them Marketer should use researcher that analyzes children behavior, fantancy lives, even dreams to make sophisticated marketing strategies to reach young people. Parents should protect their kids from invasive marketing through cartoons and should teach them about negative aspects. More and more exposure to creative books should be promoted at early childhood to keep Child’s interest alive for reading. Government must ensure the healthy growing environment for the children. Government should impose minimum ethical standards for cartoons and advertising through it.

Slide 28: 

Parents should watch at least one episode to analyse if they want their child to view it. Parents may also encourage their children to get involved in other outdoor activities and other means of entertainment. Media literacy course should be made compulsory from primary level. Labeling and unified rating system should be adopted by broadcaster. Greatest weapon of consumer would be to boycott products which are associated in any ways with violence or are unethical Last but not the least initiator , marketer should hold the moral responsibility to protect tender minds from getting ruined and help developing a healthy nation and child’s right for wholesome entertainment.

Conclusion : 

Conclusion Children are the building blocks of the society. Broadcaster and marketer should realize their social responsibility to take care of the future of the country which are been targeted tactfully to earn profits. Parents should understand that their child can’t be isolated and untouched by the negative influence of cartoons they have to be aware and responsible to help their child grow in a healthy manner.

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