Young Consumers: Volume 3 Issue 4

Children’s television programming

Michael Cohen, Sara Guciardo, Joel Schneider

Describes how educational media company Sesame Workshop has applied research to the development and evaluation of children’s TV programming; Sesame Workshop was the creator in…

Snapshots of youth: the lives of late teens across the world

Sheila Byfield

Explains the findings of Snapshots of Youth, a study by Mindshare into the behaviour and attitudes of young people across the world. Outlines the methodology used: boys and girls…

Keeping the focus in teen focus groups

Christine Efken

Points out the challenges involved facing adults who work with teenagers aged from 12 to 18 in focus groups, given the apparently contradictory attitudes of contemporary…

Kids and media

Rachel Cooke

Uses historical data to examine emergent trends in media aimed at children; the intention is to detail the globalised “Bedroom Culture” phenomenon which has been identified in the…

Building brand dialogue with mobile marketing

Anne de Kerckhove

Looks at ways that marketers can use the ubiquitous mobile phone as a channel to the youth market. Emphasises that children use mobiles in different ways from adults: texting…

Legal considerations for online advertising to children

Liisa M. Thomas, Melissa S. Dill

Outlines legal issues in Internet advertising to children in the USA, European Union, Australia and Canada; the Internet is now dominated by mainstream international companies…

Legal briefing: advertising to children in Germany

Peter Schotthofer

Outlines the legal controls in Germany on advertising to children; there is no single law, but there is legislation covering advertising to children in specific media and for…

The importance of money to Italian children

Emanuela Rinaldi, Elena Giromini

Explores the attitudes of Italian children to money, with reference to US research which indicates a significant difference between boys and girls. Tests five hypotheses relating…

The gender perspective: children as consumers in Denmark

Jens Halling, Birgitte Tufte

Maps differences among Danish children of 5‐18 years from the perspective of children as consumers; Denmark is a society characterised by high Internet use and a high degree of…