โฆษณาหลอกเด็ก?
Keywords:
โฆษณา, ผลกระทบของสื่อ, เด็กAbstract
This article is about an impact of advertising to preschool and middle childhood. Advertisers persuade children by using emotional appeals rather than rational appeals. Belonging appeal, Fun appeal, Freedom appeal, and Power appeal are the most effective appeals to children and teens. Cartoon, Celebrity endorser, Music, Product placement, and Advergames are the most popular advertising execution to children and teens. This article also explores advertising codes of ethics to children in Australia, United Kingdom, Netherland, United State of America, comparing to Thailand’s. It is suggested that Advertising code of ethics in Thailand should consider specificaction in what to do and not to do in advertisement to children, consider to set up advertising regulations to products that might be dangerous to children, and also consider to set up regulations to other marketing communication tools besides advertising such as direct marketing, online marketing.
References
มาร์ติน ลินสตอร์ม (2548), Brand Child การตลาดเด็กพันธ์ุใหม่, แปลโดย INNOV (นามแฝง) กรุงเทพฯ: เนชั่นบุ๊ค อินเตอร์เนชั่นแนล.
จูเลียต บี. ชอร์ (2548), คุณหนูนักช็อป เมื่อโฆษณาบอกให้ลูกคุณต้องซื้อ, แปลโดย ศศิวรรณ ปริญญาตร, นครปฐม: มูลนิธิเด็ก.
Auty, S. and Lewis, C. (2004), “Exploring Children’s Choice: The Reminder Effect of Product Placement”, Psychology and Marketing, 21 (9): 697-713.
Austin, M. and Reed, M. (1999), “Targeting Children Online: Internet Advertising Ethics Issues”, Journal of Consumer Marketing, 16 (6): 590-602.
Bergler, R. (1999), “The Effects of Commercial Advertising on Children”, Journal of Advertising, 18: 411-425.
Buckingham, D. (2011), The Material Child: Growing up in Consumer Culture, Cambridge: Polity Press.
Chalvert, S. (2008), “Children as Consumers: Advertising and Marketing”, The Future of Children, 18 (1): 205-234.
Glass, Z. (2007), “The Effectiveness of Product Placement in Video Games”, Journal of Interactive Advertising, 8 (1): 23-32.
Goldstein, J. (1999), “Children and Advertising--the Research”, Advertising and Marketing to Children, 1 (2): 113-118.
Hebden, L. et al. (2011), “Art of Persuasion: An Analysis of Techniques Used to Market Foods to Children”, Journal of Paediatrics and Child Health, 47 (11): 776-782.
Hudson, S. and Elliot, C. (2013), “Measuring the Impact of Product Placement on Children Using Digital Brand Integration”, Journal of Food Products Marketing, 19: 176-200.
John, D. (1999), “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research”, Journal of Consumer Research, 26 (3): 183-213.
Jose, A. and Saraswathimma, K. (2014), “Effectiveness of Cartoon Character’s in Creating Brand Preference among Kids”, Journal of Economic Development, Management, IT, Finance and Marketing, 6 (1): 61-76.
Kunkel, D. (2001), “Children and Television Advertising”, in Singer, D. and Singer, J. (eds.), Handbook of Children and the Media, London: Sage.
Lawrence, D. and Kids, L. (2003), “The Role of Characters in Kids Marketing”, Advertising and Marketing to Children, 4 (3): 43-48.
Lee, M. et al. (2009), “Playing with Food: Content Analysis of Food Advertising”, The Journal of Consumer Affairs, 43 (1): 129-154.
Marshall, D. (2010), Understanding Children as Consumers, London: Sage.
Moore, E. (2004), “Children and the Changing World of Advertising”, Journal of Business Ethics, 52: 161-167.
Naderer, B. et al. (2017), “Placing Snack in Children’s Movie: Cognitive, Evaluative, and Conative Effect of Product Placement with Character Product Intention”, International of Journal Advertising.
Neeley, S. and Schumann, D. (2004), “Using Animated Spokes-characters in Advertising to Young Children”, Journal of Advertising, 33 (3): 7-23.
O’Sullivan, T. (2005), “Advertising and Children: What Do the Kids Think?”, An International Journal, 8 (4): 371-384.
Oates, C. et al. (2003), “Children’s Understanding of Television Advertising: A Qualitative Approach”, Journal of Marketing Communication, 9 (2): 59-71.
Panic, K. et al. (2013), “Comparing TV Ads and Advergames Targeting Children: The Impact of Persuasion Knowledge on Behavior Response”, Journal of Advertising, 42 (2-3): 264-273.
Rozendaal, E. et al. (2010), “Comparing Children’s and Adults’ Cognitive Advertising Competences in Netherlands”, Journal of Children and Media, 4 (1): 77-89.
Siegel, D. et al. (2001), The Great Tween Buying Machine, Chicago: Dearborn Trade Publishing.
Waiguny, M. et al. (2012), “Entertainment Matters! The Relationship between Challenge and Persuasiveness of Advergame for Children”, Journal of Marketing Communications, 18 (1): 69-89.
สื่อออนไลน์
แนวปฏิบัติด้านการโฆษณาสินค้าสำหรับเด็ก, สืบค้นเมื่อ 15 กุมภาพันธ์ 2561 จาก
https://www.adassothai.com/index.php/main/law_regulation_detail/131
วัยทวีนส์"เด็กไทยพันธุ์ใหม่ เสพติดแบรนด์-กินจั๊งฟู้ด-สังคมบนเน็ต, สืบค้นเมื่อ 15 กุมภาพันธ์ 2561 จาก https://www.teenpath.net/content.asp?ID=108#.WsG51ejFKM8
Australia Association of National Advertiser, AANA Code for Advertising to Children, retrieved 15 February 2018 from https://aana.com.au/content/uploads/2014/05/AANA-Code-For-Marketing-Advertising-Communications-To-Children.pdf
Self-Regulatory Guidelines for Children Advertising, Children’s Advertising Review Unit (CARU), retrieved 15 February 2018 from https://www.asrcreviews.org/wp-content/uploads/2012/04/Self-Regulatory-Program-for-Childrens-Advertising-Revised-2014-.pdf
Shevy, M. and Hung, K. (2013), Music in television advertising and other persuasive media, Applications: Music and sound in Multimedia, retrieved 15 February 2018 from https://cdmc.georgetown.edu/wp-content/uploads/2014/02/Role-of-music-and-audio-features_Calvert.pdf.
Television Advertising Standard Code UK, The Broadcast committee of advertising practice, retrieved 15 February 2018 from https://www.asa.org.uk/codes-and-rulings/advertising-codes.html
The Dutch Advertising Code, retrieved 15 February 2018 from https://www.reclamecode.nl /bijlagen/dutch_advertising_code.pdf
จูเลียต บี. ชอร์ (2548), คุณหนูนักช็อป เมื่อโฆษณาบอกให้ลูกคุณต้องซื้อ, แปลโดย ศศิวรรณ ปริญญาตร, นครปฐม: มูลนิธิเด็ก.
Auty, S. and Lewis, C. (2004), “Exploring Children’s Choice: The Reminder Effect of Product Placement”, Psychology and Marketing, 21 (9): 697-713.
Austin, M. and Reed, M. (1999), “Targeting Children Online: Internet Advertising Ethics Issues”, Journal of Consumer Marketing, 16 (6): 590-602.
Bergler, R. (1999), “The Effects of Commercial Advertising on Children”, Journal of Advertising, 18: 411-425.
Buckingham, D. (2011), The Material Child: Growing up in Consumer Culture, Cambridge: Polity Press.
Chalvert, S. (2008), “Children as Consumers: Advertising and Marketing”, The Future of Children, 18 (1): 205-234.
Glass, Z. (2007), “The Effectiveness of Product Placement in Video Games”, Journal of Interactive Advertising, 8 (1): 23-32.
Goldstein, J. (1999), “Children and Advertising--the Research”, Advertising and Marketing to Children, 1 (2): 113-118.
Hebden, L. et al. (2011), “Art of Persuasion: An Analysis of Techniques Used to Market Foods to Children”, Journal of Paediatrics and Child Health, 47 (11): 776-782.
Hudson, S. and Elliot, C. (2013), “Measuring the Impact of Product Placement on Children Using Digital Brand Integration”, Journal of Food Products Marketing, 19: 176-200.
John, D. (1999), “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research”, Journal of Consumer Research, 26 (3): 183-213.
Jose, A. and Saraswathimma, K. (2014), “Effectiveness of Cartoon Character’s in Creating Brand Preference among Kids”, Journal of Economic Development, Management, IT, Finance and Marketing, 6 (1): 61-76.
Kunkel, D. (2001), “Children and Television Advertising”, in Singer, D. and Singer, J. (eds.), Handbook of Children and the Media, London: Sage.
Lawrence, D. and Kids, L. (2003), “The Role of Characters in Kids Marketing”, Advertising and Marketing to Children, 4 (3): 43-48.
Lee, M. et al. (2009), “Playing with Food: Content Analysis of Food Advertising”, The Journal of Consumer Affairs, 43 (1): 129-154.
Marshall, D. (2010), Understanding Children as Consumers, London: Sage.
Moore, E. (2004), “Children and the Changing World of Advertising”, Journal of Business Ethics, 52: 161-167.
Naderer, B. et al. (2017), “Placing Snack in Children’s Movie: Cognitive, Evaluative, and Conative Effect of Product Placement with Character Product Intention”, International of Journal Advertising.
Neeley, S. and Schumann, D. (2004), “Using Animated Spokes-characters in Advertising to Young Children”, Journal of Advertising, 33 (3): 7-23.
O’Sullivan, T. (2005), “Advertising and Children: What Do the Kids Think?”, An International Journal, 8 (4): 371-384.
Oates, C. et al. (2003), “Children’s Understanding of Television Advertising: A Qualitative Approach”, Journal of Marketing Communication, 9 (2): 59-71.
Panic, K. et al. (2013), “Comparing TV Ads and Advergames Targeting Children: The Impact of Persuasion Knowledge on Behavior Response”, Journal of Advertising, 42 (2-3): 264-273.
Rozendaal, E. et al. (2010), “Comparing Children’s and Adults’ Cognitive Advertising Competences in Netherlands”, Journal of Children and Media, 4 (1): 77-89.
Siegel, D. et al. (2001), The Great Tween Buying Machine, Chicago: Dearborn Trade Publishing.
Waiguny, M. et al. (2012), “Entertainment Matters! The Relationship between Challenge and Persuasiveness of Advergame for Children”, Journal of Marketing Communications, 18 (1): 69-89.
สื่อออนไลน์
แนวปฏิบัติด้านการโฆษณาสินค้าสำหรับเด็ก, สืบค้นเมื่อ 15 กุมภาพันธ์ 2561 จาก
https://www.adassothai.com/index.php/main/law_regulation_detail/131
วัยทวีนส์"เด็กไทยพันธุ์ใหม่ เสพติดแบรนด์-กินจั๊งฟู้ด-สังคมบนเน็ต, สืบค้นเมื่อ 15 กุมภาพันธ์ 2561 จาก https://www.teenpath.net/content.asp?ID=108#.WsG51ejFKM8
Australia Association of National Advertiser, AANA Code for Advertising to Children, retrieved 15 February 2018 from https://aana.com.au/content/uploads/2014/05/AANA-Code-For-Marketing-Advertising-Communications-To-Children.pdf
Self-Regulatory Guidelines for Children Advertising, Children’s Advertising Review Unit (CARU), retrieved 15 February 2018 from https://www.asrcreviews.org/wp-content/uploads/2012/04/Self-Regulatory-Program-for-Childrens-Advertising-Revised-2014-.pdf
Shevy, M. and Hung, K. (2013), Music in television advertising and other persuasive media, Applications: Music and sound in Multimedia, retrieved 15 February 2018 from https://cdmc.georgetown.edu/wp-content/uploads/2014/02/Role-of-music-and-audio-features_Calvert.pdf.
Television Advertising Standard Code UK, The Broadcast committee of advertising practice, retrieved 15 February 2018 from https://www.asa.org.uk/codes-and-rulings/advertising-codes.html
The Dutch Advertising Code, retrieved 15 February 2018 from https://www.reclamecode.nl /bijlagen/dutch_advertising_code.pdf
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Published
2018-11-15
How to Cite
วรกุลลัฎฐานีย์ ก. (2018). โฆษณาหลอกเด็ก?. วารสารศาสตร์, 11(2), 237. retrieved from https://so06.tci-thaijo.org/index.php/jcmag/article/view/155438
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