Document Type

Book Chapter

Department/Unit

Department of Communication Studies

Language

English

Abstract

Children are recognized as important targets for commercial products and services. The development of the children’s consumer market sometimes is criticized as commercialization of childhood. Using the toy market as an example, we identify that the children’s consumer culture is moving toward brand and technology focus, homogeneity, and in multimedia formats. There is emphasis on market segmentation, meaning children of similar age, same sex, and similar psychographics are assumed to be attracted by a uniform product and benefit appeal. Review of children and consumer culture lead us to a question about how children of different cultures interact with brands with different consumer values. Further analysis can focus on the ways children in different cultures respond to marketing communications of leading global brands of interest to them.

Publication Date

2013

Source Publication Title

The Routledge international handbook of children, adolescents and media

Editors

Lemish, Dafna

Start Page

141

End Page

147

Series Title

Routledge International Handbooks

Publisher

Routledge

Peer Reviewed

1

ISBN (print)

9780415783682

Included in

Communication Commons

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