Lifelong Brand Loyalty
“When children read books or play games, they are at their most receptive to learning and suggestion. It’s an advertiser’s dream situation,” said Kath Dalmeny, author of the [Food Commission] report.
“By linking food brands to games and books, companies get children to have fun but the children are also advertising fatty, salty and sugary products to themselves. The companies hope children will build up positive - even lifelong - associations with the food brands.”
Click here to read the Food Magazine report. (Adobe PDF 980 kb)
Sources:
The Daily Telegraph, 27th April 2005
Report published in issue 69 of The Food Magazine
May 2nd, 2005 at 6:36 am
email me kiddo tell me what you’re up to
June 10th, 2005 at 5:20 am
well…for a company…wich is in the field where children are their biggest source…hav to leave such article..or comment…coz often this quetion is raised by the NGOs whether the way they r sellin their product is right or not..however if u see without favorin any of them….both r right on their paths..company is not doin charity..a brand is made for profit and to get as much as possible to get great return…and from the side of children…if they r gettin attracted to such fatty food..at least til 18 its a duty of their parents to moderate them….
the bottomline is….Comapny should keep their brand products as much nutritious as possible if they r directly attractin children…and parents should make their children understand by gettin those fun stuff to them directly …without getin brand product….coz why children get attracted is bcoz ..brands say that thts free for them……parents duty is to tell their children..nothin is free in the world…jus make an account of the ingredients of the brand food and check that out for children..how much they r payin for that plastic small toys….!!!
June 10th, 2005 at 10:45 pm
however isn’t that just the point that people have been trying to make for years….the article is trying to highlight how the company/brand manages to brainwash and ‘hook’ kids from a young age to ensure ‘life-long brand loyalty’ and manage to do it before the parents even get to explain and try to make their children understand…..visual communication will reach a kids mind way before the kids will actually want to hear what is bad for them….let alone listen to their parents
June 13th, 2005 at 3:34 am
You guys are too moral, just throw a fucking barrel of gasoline into the place and fire it up.
June 16th, 2005 at 11:25 am
simon….u can fire it up ..but plzzzzz leave some happy meal toys for me from there…especially those pokemons ..!!! LOL
June 17th, 2005 at 3:54 pm
At least the hamburgers will get properly cooked - pokemans always escape the blast - have you never watched the TV program?