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Effects Of Media On Children And Adolescents

2248 words - 9 pages

1. Character merchandising will be processed by children at the peripheral level, aka heuristic persuasion processing, as it is a message that relies heavily on emotional attachment and source attractiveness. These appeals rely on moderate levels of consumer attention and low motivation to process the message. The persuasive message is not presented in a rational argument the consumer must cognitively analyze but rather it is presented through an attractive character that children either know or can easily attach to that is aimed at generating a positive emotional association with the brand.

Product placement will be processed at the automatic level, aka automatic persuasion processing, because consumers are generally unaware that they are being targeted by a persuasive message. The brand is integrated seamlessly into media content so that children do not know it is placed their intentionally as a marketing strategy. The implicit nature of product placement relies on the consumer to devote no explicit attention to the advertised brand and rather make a subconscious positive association. Children exposed to product placement do not need to be motivated or cognitively able to process the message as it is designed for implicit brand memory.

2. Rozendaal et al. emphasize the crucial difference between conceptual knowledge of advertising and attitudinal knowledge. The study showed that being conceptually literate (recognizing and understanding an advertising message) does not increase advertising defenses in children. Therefore, interventions will most likely be ineffective as children will not use the knowledge they have when faced with a persuasive message. Moreover, most messages aimed at children are processed at the peripheral level, making it harder for children to critically evaluate them and defend themselves even if they are conceptually literate. Attitudinal literacy, that was proven to increase defenses, is not something that can be taught.

3. The socialization approach suggests a multifactorial model that emphasizes three sources of influence on appearance standards: parents, peers, and media. Tinder is a combination of two of these influences, a media platform that exposes users to pictures of peers and potential love interests. People on Tinder choose pictures that will present them in the most physically attractive way possible. These peer pictures set certain high standards of beauty that can lead to social comparison and internalization and leave the user feeling that his or her body does not meet these standards and result in a negative appearance evaluation.
The objectification theory concerns the reduction of a person to their physical appearance which is essentially the model that Tinder is based upon. Tinder reduces people to their appearance by allowing users to represent themselves using only pictures and no other information. According to the theory, feeling objectified can cause people to internalize that...

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