Lapierre Matthew A, Fleming-Milici Frances, Rozendaal Esther, McAlister Anna R, Castonguay Jessica
Department of Communication, University of Arizona, Tucson, Arizona;
Rudd Center for Food Policy and Obesity, University of Connecticut, Hartford, Connecticut.
Pediatrics. 2017 Nov;140(Suppl 2):S152-S156. doi: 10.1542/peds.2016-1758V.
In ∼100 years, marketing to children went from a severely frowned upon practice to an integral part of growing up as companies came to realize that investing in marketing to children and adolescents provides excellent immediate and future dividends. Each year, enormous sums of money are spent to reach this valuable audience because children and adolescents spend billions on their own purchases, influence family decisions about what to buy, and promise a potential lifetime of brand loyalty. The channels to reach youth have grown, and marketers are increasingly using them, often blurring the distinction between entertainment and advertising. Because advertising to children and adolescents has become ubiquitous, researchers who study its influence raise significant concerns about the practice, especially as it relates to dietary behavior, family conflict, marketer tactics, and children's potential vulnerability as an audience. In this review by the Workgroup on Marketing and Advertising, we highlight the state of the research in this area and suggest that more research needs to be conducted on understanding the following: the effects of advertising exposure, how psychological development affects children's responses to marketing, the problems associated with advertising in newer media, and how researchers, parents, and practitioners might be able to mitigate the most deleterious advertising effects. We then present avenues of future research along with recommendations for key stakeholders.
在大约100年的时间里，针对儿童的营销从一种备受诟病的做法，变成了成长过程中不可或缺的一部分，因为企业逐渐意识到，对儿童和青少年进行营销投资能带来丰厚的即时和未来收益。每年都有巨额资金用于接触这一有价值的受众群体，因为儿童和青少年自己花费数十亿美元进行购买，影响家庭的购买决策，并且有望带来一生的品牌忠诚度。接触青少年的渠道不断增加，营销人员也越来越多地加以利用，常常模糊了娱乐与广告之间的界限。由于针对儿童和青少年的广告无处不在，研究其影响的研究人员对这种做法提出了重大担忧，尤其是在与饮食行为、家庭冲突、营销手段以及儿童作为受众的潜在易受影响性相关的方面。在营销与广告工作组的这篇综述中，我们强调了该领域的研究现状，并建议需要开展更多研究以了解以下方面：广告曝光的影响、心理发展如何影响儿童对营销的反应、新媒体广告相关的问题，以及研究人员、家长和从业者如何能够减轻最有害的广告影响。然后，我们提出了未来的研究方向以及对关键利益相关者的建议。
