- Alcohol, Drugs, and Smoking
- Back to School
- Cellphone Parenting
- Character Strengths and Life Skills
- Cyberbullying, Haters, and Trolls
- Early Childhood
- Facebook, Instagram, and Social
- Learning with Technology
- Marketing to Kids
- Mental Health
- News and Media Literacy
- Privacy and Internet Safety
- Screen Time
- Sex, Gender, and Body Image
- Special Needs and Learning Difficulties
- Technology Addiction
- Violence in Media
What's the impact of advertising on older kids?
Advertisers spend many billions of dollars per year making sure their products get in front of preteens' eyes, and they have more places to capture their attention: television, the Internet, games, movies, apps -- you name it. Advertisers also know that kids greatly influence their parents' buying decisions, to the tune of $500 billion per year.
The most significant aspect of marketing to preteens, though, is that now they can talk back. Although companies are limited in the data they can collect from kids under 13, they can still gain insights into their behavior and preferences. Help your preteen become a savvy consumer by pointing out the strategies marketers employ to reach them:
The need for stimulation. If you're wondering why commercials for tweens look like they were filmed by a caffeine-addled jackrabbit, it's because tween brains crave -- and respond strongly to -- stimulation. If something is exciting, they take notice.
The desire to engage. Brands bury their sales pitches to this age. Preteens are swayed by experience, not lectures -- hence games, apps, contests, and other interactive gimmicks to attract and hold their attention.
The craving for emotional connection. If you have a tween, you know that kids at this age are not entirely rational. They LOVE a specific dress, they MUST HAVE a particular song, they're OBSESSED with a certain game. Marketers use strategies that stir up emotions so kids identify with a product.