By Marcia Amidon Lüsted
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Additional info for Advertising to Children
To win the prize, students had to turn to at the Greenbrier High School, dressed in red and white, lined up to spell out the word COKE the opportunities for officials from the beverage company. offered by Mike Cameron got into trouble for wearmarketers for ing his Pepsi shirt while the Coke picture was taken. Administrators claim that he did it as a free materials disruptive prank and not to make a statement and equipment about soda marketing in his school. According to an article in the Washington Post, Cameron in exchange for said, “I don’t consider this a prank.
The stores are the wants, needs, and preferences of based on tweens and their desire for self-expression. kids and teens are taken seriously. According to Martin Lindstrom‘s BRANDchild, More than ever, being a child no the stores succeed belonger means being powerless and cause they meet tweens’ values: “let me express voiceless in advertising. It is not myself, let me have fun, let me do my own thing, solely up to adults to determine what let me get my friends intheir choices are. ” It is a good example of how and taken seriously, and this has a brand name has used empowered them as a group.
Allowing only one brand of soda to be sold on their campus. Fast-food franchises have also increased their presence by operating stores inside some schools. Kids can buy Pizza Hut pizzas or Burger King’s burgers and fries without leaving campus. Marketing foods to kids inside their own schools is not limited to the actual availability of these foods. Food advertising appears in places such as Channel One, a free television network given to schools in exchange for allowing commercials to be represented on the channel, many of which are for • 51 • Essential Viewpoints soft drinks and snacks.
Advertising to Children by Marcia Amidon Lüsted