Young Consumers: Volume 4 Issue 2

A new approach to segmenting the global child

Robin Lauffer

Proposes a new approach to segmenting which is based on mindset rather than on gender, age or lifestyle. Distinguishes four different primary play dimensions, which correspond to…

Using semiotics to build powerful brands for children

Virginia Valentine

Shows how semiotics can be used to see the relationship between children and their development, on the one hand, and the culture that structures how they think and feel, on the…

Making kids online research work

Rohin Malhotra

Explores various alternative methods of online research with children: adult panels with access to children, schools access panels and platforms, and commercial secure platforms;…

Brands for the under‐3s: Teletubbies, a case study

Annette Hind

Analyses the impact of the Teletubbies on the children’s branded market since 1997, reflecting the belief of creators Ragdoll and the BBC that children must be at the core of all…

Advertising and obesity: the research evidence

Stephanie Lvovich

Looks at the important health issue of obesity, focusing on the often‐neglected scientific evidence on its causes, and possible links between obesity and advertising. Covers…

Selling politics to young people

Clarissa White

Presents the attitudes of young people to participation in UK politics. Distinguishes five types of attitude to politics, ranging from cynical opposition to active commitment;…

Putting brands in their place

Sean Pillot de Chenecey

Discusses the hot topic of anti‐brand activity, in particular the dangers of treating children as mini‐adults in marketing, and the issue of anti‐fast food campaigns; the article…

Responsible marketing: an agency’s role

Jocelyn Bull

Considers the role of the marketing agency in creating children’s marketing strategies, especially their responsibility to ensure that brands target children in a fair and ethical…

How family structure affects parent ‐ child communication about consumption

Maggie Geuens, Patrick De Pelsmacker, Gitte Mast

Begins by defining consumer socialisation as the process by which young people learn to function in the marketplace; this is a key concept in studying children’s consumer…

The regulation of advertising to children in Australia

Peter le Guay

Outlines the framework of regulation of advertising in Australia; that affecting children has developed as part of the whole picture, which combines federal, state/territory…