It looks like you're using an Ad Blocker.
Please white-list or disable AboveTopSecret.com in your ad-blocking tool.
Some features of ATS will be disabled while you continue to use an ad-blocker.
Perhaps you're different and pay attention to which company you buy your gas from. BP certainly hopes so: They're spending about $35 million on this worldwide campaign for their service stations (or "retail network"). BP head of marketing Ann Hand acknowledges that the classic industry research says people choose stations mostly because of location or price, but adds that BP's tracking studies show some brand awareness does exist. "This campaign is the next step," she says. "Can we build more brand loyalty? Would you cut across traffic, or go a block out of your way?" www.slate.com...
Originally posted by compwiz32190
That is just ridiculous. Explain to me why they would be trying to market to kids....it is just a gas station.
Kids do not drive, nor do they really care about gasoline.
It's just a creative advertising campaign and I don't see how it could be read into as "marketing to children".
McDonaldization (or McDonaldisation) is a term used by sociologist George Ritzer in his book The McDonaldization of Society (1993). He describes it as the process by which a society takes on the characteristics of a fast-food restaurant. McDonaldization is a reconceptualization of rationalization, or moving from traditional to rational modes of thought, and scientific management. Where Max Weber used the model of the bureaucracy to represent the direction of this changing society, Ritzer sees the fast-food restaurant as having become a more representative contemporary paradigm (Ritzer, 2004:553).
Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships. According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos.
While fast food, toy and clothing companies have been cultivating brand recognition in children for years, adult-oriented businesses such as banks and automakers are now getting in on the act.
Magazines such as Time, Sports Illustrated and People have all launched kid and teen editions—which boast ads for adult related products such as minivans, hotels and airlines.
Seven-year-old Marley loves Happy Meals from McDonald's. She used to get Chicken McNuggets, but now she chooses a cheeseburger to go with her fries and Sprite. Her father, Patrick, is a chef, trained at the Culinary Institute of America, but Marley prefers McDonald's to his cooking. After a trip to McDonald's, Marley eagerly surfs onto McWorld.com, where she can enter a code from her meal to get a "behind-the-scenes look at iCarly," a kids' TV show (boys can use their code for a Star Wars promotion).
Patrick pulled the plug on his television a few months ago, in part to shield his two young daughters from advertising, but the McDonald's marketing execs have reached Marley all the same. Because he's health- and environmentally-conscious, Patrick does not take her to McDonald's often, but after a long day of school and extra-curricular activities, sometimes a little nagging is all it takes for Marley to convince her dad that she's hungry now and only food served at a drive-thru will do.
Adults may be fair game for marketers, but children are not. Children cannot distinguish sales pitches from information unless taught to do so. Food companies spend at least $10 billion annually enticing children to desire food brands and to pester parents to buy them. The result: American children consume more than one-third of their daily calories from soft drinks, sweets, salty snacks and fast food. Worse, food marketing subverts parental authority by making children believe they are supposed to be eating such foods and they—not their parents—know what is best for them to eat.
Today's marketing methods extend beyond television to include Internet games, product placements, character licensing and word-of-mouth campaigns—stealth methods likely to be invisible to parents. When restrictions have been called for, the food industry has resisted, invoking parental responsibility and First Amendment rights, and proposing self-regulation instead. But because companies cannot be expected to act against corporate self-interest, government regulations are essential. ... Controls on marketing may not be sufficient to prevent childhood obesity, but they would make it easier for parents to help children to eat more healthfully."
—Marion Nestle in The Nation (Sept. 11, 2006)
"We're relying on the kid to pester the mom to buy the product, rather than going straight to the mom."
-Barbara A. Martino, Advertising Executive
"Brand marketing must begin with children. Even if a child does not buy the product and will not for many years... the marketing must begin in childhood."
-James McNeal, The Kids Market, 1999