Category Archives: marketing to kids

Women, Beauty and Advertising.

I recently watched this video from Peter Shankman (to his wife and female friends) that my friend shared on Facebook. He explains that he saw an advertisement at a local Wal-Mart while on a business trip. An ad for women in the clothing section that shows a woman putting on makeup and saying that she can be beautiful. His message is refreshing – that women are beautiful. No matter what time of day, what they are wearing or what makeup they may or may not have on.

So much of advertising to females – women, teens and girls – sets a high standard of beauty. Body image and definitions of beauty for girls usually start with Barbie, princesses and Bratz and it only gets worse from there.

“Girls’ perceptions of their femininity and appropriate behavior are largely formed before they even hit first grade—good reason to consider these dolls a lot more than child’s play. “Until children are about five, they can’t distinguish fantasy from reality,” says Lyn Mikel Brown, Ed.D., coauthor of Packaging Girlhood. “So what they see is how they think the world operates and what it means to be a girl.” – Glamour

Read More http://www.glamour.com/sex-love-life/2007/04/sexy-children#ixzz1wZhKMciH

The Dove Campaign for Real Beauty was one of the first to expose the unfair standards of beauty set by the media and to show real women, confident, independent, beautiful.

“Based on the findings of a major global study,The Real Truth About Beauty: A Global Report, Dove® launched the Campaign for Real Beauty in 2004. The campaign started a global conversation about the need for a wider definition of beauty after the study proved the hypothesis that the definition of beauty had become limiting and unattainable. Among the study’s findings was the statistic that only 2% of women around the world would describe themselves as beautiful.” – Dove

Females grow up comparing themselves to unrealistic images of beauty in magazines, advertisements, on television and in movies.

As a mother of two young girls, it is my hope that they will be more self-confident than I was growing up. I want them to realize that they are beautiful, intelligent, capable women and that they are a gift to this world.

Common Sense Media – Girls and Body Image Tips

Image via BeautyRedefined.net

Great Marketing Ideas Can Come From Anywhere.

I learned the interesting story of the creation of Disney’s Fast Pass while speaking with a customer service rep. for AT&T, of all things. He was an intern at Disney at the time. An engaging fellow, he proceeded to tell me that the Fast Pass came about because of a fire code.

The Indiana Jones ride in CA had a queue about a mile long. One day there was a fire drill and it took about 25 minutes to get the people out. That was not acceptable and the firefighters told Disney that they needed to shorten response times. When they asked “how?” a firefighter said “how about tickets that save people’s place in line?” And the rest is history.

Disney thought about monetizing Fast Pass but later decided the system was acceptable the way it was. A firefighter. An AT&T customer service rep. Creativity can be anywhere!

By the way, Disney gave credit to the firefighter. And the rep? He wrote the Backlot Tour script and is still credited on the script. That is the sign of a great company that recognizes creativity.

Act Now for Healthier School Lunches for Our Children

Jamie Oliver’s Food Revolution has been a wonderful resource in educating our family about eating healthier food in the home and in school lunches. Jamie Oliver’s Food Revolution movement is now asking parents concerned with the current state of unhealthy school lunches to speak out and tell the USDA how they should improve lunches with new changes coming to school food reform.

Stop feeding our children processed food and flavored milk with added sugar. Give them healthier choices and better nutrition and they will thrive in the classroom.

It only takes a click, an email and a share to spread the word and get parents to show the USDA that we care about our children’s health and education and that they must go hand in hand for a successful future for our children.

From the web site:

New legislation for school food that passed last fall means we have a huge opportunity to get better, healthier meals at school. But some powerful interests think that the current meals are good enough and don’t want the system to change. There is a risk that the healthy school food standards which the US Department of Agriculture (USDA) has drafted will get watered down unless they hear from the public.

The proposed standards are not perfect but they are an important first step to putting more fresh, whole food on school menus across the country.

Will you join Jamie in speaking up for better lunch and send a comment to the USDA?

Did you know that every day, millions of kids eat highly processed foods for breakfast and lunch at school, when the best source of the nutrition they need is fresh, whole foods?

New legislation for school food that passed last fall means we have a huge opportunity to get better, healthier meals at school. But some powerful interests believe that the current meals are good enough and don’t want the system to change. There is a risk that the improved school meal standards which the USDA has drafted will get watered down unless they hear from the public.

Here are some emails that you can send or go to the website and fill out the short form to have your voice heard.

I just took action and submitted a comment to the USDA in support of more fresh, real food in schools – will you join me in doing the same?

www.jamiesfoodrevolution.com/usda

The USDA is asking the public to weigh in on their proposal to put more fresh, real food in schools and limit some of the junk, but not everyone thinks that we can afford to improve school meals this way. We need a strong show of support to make sure these changes are the start to a Food Revolution in America’s school cafeterias. You can take action here and the Food Revolution will deliver your comments – it only takes a moment!

www.jamiesfoodrevolution.com/usda

Buh-Bye Bratz Dolls!

I found this fascinating quote today:

Today, however, I’m sending my completely sarcastic and uncaring “buh-bye” to the Bratz dolls. A California judge has ordered the company that makes them to stop doing so and to begin removing existing inventory from store shelves after the holiday shopping season. Why not sooner?Dec 2008

Parents of girls should read the whole article. Victory and buh-bye.

The Jonas Brothers

I am interested to get the latest issue of Rolling Stone magazine and read their story. They are everywhere right now and are another product of the Disney child marketing machine. As much as my daughter and I love their music, the mom in me wonders if all this success while they are kids will damage their chance at a normal life. They hit the charts two years ago, so they have been doing this for a few years. The hours they have been putting in at this must be unreal.

Their family seems pretty tight which is good. We’ll see how their rollercoaster ride goes.

Jonas Brothers: Sons of a Preacher Man – Rolling Stone magazine
With a hit tour and a new record, the squeaky-clean teen act wants to leap from Disney phenomenon to one of the biggest bands in America.
http://www.rollingstone.com/news/coverstory/21896731/

Miley Cyrus is tired.

Seriously, people. We have child work laws in the US, but no one seems too concerned with the overworking of teen pop stars (see Britney Spears).

Entertainment Lawyer has a great entry about this topic. I do feel sorry for Miley and I hope that she can carve out some sort of normal childhood in this merchandising madness of a tv show, movies, music and tours. The mouse company and those around her just seem to see dollar signs.

She is also a child. Who is working. Way too much. Let’s see what happens in the next five years.

Miley Hurts on the Inside
http://www.crazydaysandnights.net/2008/05/miley-hurts-on-inside.html

Let’s stop teaching our preschoolers to be sexy

There was an eye-opening article recently in Glamour magazine about the onslaught of sexual marketing messages our sweet preschoolers are exposed to and the effects it has on them.

The Bratz dolls are a key example.

As a mom of a 4 year old, you bet I’m concerned.

Here’s the link to the article:
http://www.glamour.com/news/articles/2007/04/childrensexy

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