During 5th – 6th of November 2015, it took place in Madrid at the Information Sciences Faculty of the Complutense University, the ‘Children, adolescents and advertising’ Symposium. TWG ECREA Advertising research.
Commanded wisely by the Conference director and TWG ECREA chair, Patricia Núñez and TWG ECREA vice-chairs, Guido Zurstiege & Sarah Kohler, this Symposium has gathered personalities of recognised prestige from academic and social areas as Esther Rozendaal (Assistant Professor at Radboud University, The Netherlands), Eva van Reijmendal (Professor at University of Amsterdam, The Netherlands), Pilar Lacasa (Professor at University of Alcalá, Spain) or Esther del Moral (Professor at University of Oviedo, Spain).
Participants have debated many different issues, some of which are: effects of commercial communication on the advertising literacy of children; gender literacy through ads and kids; augmented reality; advergaming and social networks; new media multimedia formats and gender literacy in early childhood; advertising and TV contents; brand content strategies; converging patters of regulation in audiovisual programmes and commercial communication; the role of advertising literacy and attitude toward the format; changes and evolution in children’s advertising messages or Learning to advertise contents.
From the perspective of advertising, children and adolescents are highly attractive target groups. They are particularly receptive to new ideas and at the same time they are loyal to their favourite brands. Brands already established in childhood are often used for a lifetime. In the process of their development children and adolescents constantly look for orientation. The enticing lifestyle images advertising stages, therefore, fall on good soil. In order to find out what is “hip” mature audiences draw heavily on the younger. For advertisers children and adolescents work, as it were, as brand and product ambassadors. Of course, children and adolescents have considerable purchasing power of their own.
As a result of changing media consumption patterns among young audiences many advertisers have adjusted their strategies in targeting children and adolescents. Especially in digital media product messages are linked to popular content. No brand appealing to young audiences comes without digital “entertainment gifts”: Online games, free music, movies, e-cards, screensavers, exclusive reports about stars, or new products. Above all, the food industry is pushing this development with a lot of pressure and speed. Many of these new forms of “hybrid media content” caught between advertising and entertainment make it difficult for children and adolescents to identify commercial messages correctly.
What are the risks of these new strategies that the advertising industry applies? Which new phenomena can be observed? How do advertisers, children, adolescents and parents react to the changing conditions of commercial communication in the digital era? These questions are focused on at this year’s meeting of our TWG in Madrid.
This is our official program.
Click here to see all Symposium presentations