Advertising and childrenin China

Kara ChanHong Kong Baptist University

2009 American Academy of AdvertisingAsia Pacific Conference

Beijing, ChinaMay 27-30, 2009

Children in China

257 million of children under 15 in 2006 (Population Reference Bureau)

Approx. 40% urban, 60% rural Compare with 299 million of US

population 25 million of minors under 18 in US

characteristics

One child policy Heavy emphasis on education Traditional values of frugality taught

at schools and supported in CCTV Modern hedonic values of

consumption in mass media Competitive environment in the

education systems

Advertising appeals and traditional values

Fun in learning vs. bitter first, sweet later attitudes

Sharing vs. keeping the best for yourself

Major advertisers

Food and drinks Entertainment and media Healthy supplements and things

that can improve your child’s intelligence

Studies completed in urban/rural China

Survey on children’s understanding and attitudes toward advertising

Understanding of brands, consumption experience

Use of media for new product information Personal interviews about brands Content analysis of children’s TVC on

gender portrayal Coding of textbooks about consumption Regulations (not much) Publications and DVDs

Key findings

Great difference in consumption experiences among urban and rural children

Types of stores and store visits Access to computers Encounter of brands

Brand savvy and brand empty

Drawings from Prof. James U McNeal

Outside a movie theatre

Clothing stores

Grocery stores

Bakery shop and restaurants

Ownership of media

Perceived usefulness of new product information sources (5-pt scale)

1

1.5

2

2.5

3

parents grannies teachers friends

urbanrural

Perceived usefulness of new product information sources (5-pt scale)

1

1.5

2

2.5

3

TV radio newsp mag internet shops streetads

urbanrural

Perceived usefulness of new product information sources (5-pt scale)

1

1.5

2

2.5

3

personal commercial

urbanrural

Perceived truthfulness of TV ads

0%

20%

40%

60%

80%

100%

urban rural

all/most not truehalf are trueall/most true

Rural children put more trust in TV advertising

Perception of brands (soft drink)

0%10%20%30%40%50%60%70%80%90%

100%

urban rural

equally badequally goodnon adv b betteradv brand better

Perception of brands (computer)

0%

20%

40%

60%

80%

100%

urban rural

equally badequally goodnon adv b betteradv brand better

Rural children put more trust in brands

Further research

Extend the study to adolescents More qualitative in-depth study Development of cases Interaction of product category and

other personality variables Gender differences Updates

McDonald’s champion kids TVC

http://www.youtube.com/watch?v=tbnX7-qV7p4&feature=related

Thank you!

Drawings from Prof. James U McNeal