Short
Arnold
Lara MPester Power Advertising Campaigns
July 20th 2006 13:13
The term ‘pester power’ has been bandied about quite a lot and refers to the practise of children annoying their parents until the desired end is met, be that junk food, a new toy or a visit to the zoo. I watched a documentary a while back on the way marketing agencies manipulate children and it is remarkable the millions of dollars that these companies invest in research on exactly how children behave and the most effective ways to influence parent’s consuming decisions through the children. It was almost frightening the extreme lengths and intense depth of the research undertaken into the innocent world of childhood desires. The general discovery was that children exert a huge influence upon parents’ spending habits, primarily through what is now commonly called ‘pester power’.
In a recent bid to prevent childhood obesity and reduce childrens’ consumption of health damaging junk food in general the Australian Consumers' Association has called for a ban on certain forms of advertising which appeal to ‘pester power’ and encourage children to eat junk food through overtly manipulative means. The government is discussing the development of a new regulatory advertising code that places restrictions on the forms of advertising that can be carried out by junk food manufacturers and retailers. This story is covered in the major newspapers, including Sydney Morning Herald.
While it is important to encourage freedom of choice and to educate children to make their own informed decisions on what they consume, some parents must feel overwhelmed and powerless in the face of multi-million dollar advertising campaigns based on the principles of thoroughly researched child psychology. The code may be a step towards some sort of reform, but at the end of the day the financial resources that large multi nationals have at their disposal will undoubtedly hold some sway.
As Dr Tim Gill, the executive officer of the Australasian Society for the Study of Obesity of the was quoted in the Age;
"McDonald's say that, in keeping with the current code, the toy in its Happy Meals promotion is incidental, when in fact it is a major part of the advertising … The wording of the code is so vague that it will allow the lawyers to tie it up in arguments about the definitions of personalities and what is a toy."
Choice is the Australian Consumers' Association's online magazine.
In a recent bid to prevent childhood obesity and reduce childrens’ consumption of health damaging junk food in general the Australian Consumers' Association has called for a ban on certain forms of advertising which appeal to ‘pester power’ and encourage children to eat junk food through overtly manipulative means. The government is discussing the development of a new regulatory advertising code that places restrictions on the forms of advertising that can be carried out by junk food manufacturers and retailers. This story is covered in the major newspapers, including Sydney Morning Herald.
www.morguefile.com.au
As Dr Tim Gill, the executive officer of the Australasian Society for the Study of Obesity of the was quoted in the Age;
"McDonald's say that, in keeping with the current code, the toy in its Happy Meals promotion is incidental, when in fact it is a major part of the advertising … The wording of the code is so vague that it will allow the lawyers to tie it up in arguments about the definitions of personalities and what is a toy."
Choice is the Australian Consumers' Association's online magazine.
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