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years|For a long time|For many years|For decades|For several years}, understanding brands and logos was viewed as the province of older kids, but majority of folks has found which the preschool set boasts the ability to identify and distinguish among different corporate products.
"Young babies are ready learners and so are understading about their brand environment just about everywhere," said T. Bettina Cornwell, a professor of advertising and sports management with the University of Michigan. Cornwell and Anna R. McAlister, a lecturer on the University of Wisconsin, published their study "Children's Brand Symbolism Understanding" inside journal Psychology and Marketing a few weeks ago.
Case study, which involved 38 Australian preschool children ages 3 to almost A few years old, learned that while the children are not yet capable to read, sometimes they knew which logo corresponded with which brand. Certain logos including those for fastfood chains (McDonald's), entertainment companies (Disney, parents company of ABC News, and Warner Brothers) and cars (Toyota) proved especially recognizeable. Others, including those for clothing (Nike) as well as care (Kleenex), fared considerably worse. (No children inside the study recognized the Kleenex logo. Kleenex spokesman Joey Mooring said he was unfamliar using the study but added that Kleenex's "primary consumer demographic" is "moms.")
The researchers were especially surprised to discover children identifying brands whose marketing doesn't apparently target kids, including Toyota, which had been recognized by Eighty percent from the study's participants, and Shell, which has been identified by nearly 53 percent.
McAlister a several theories to clarify why brands like Shell and Toyota get kids' attention. For the former, children might associate trips to the service station with stops for treats in a service station convenience store, she said. For the latter, children may recognize car brands because they've learned to distinguish between their parents' cars and those of others.
Before ABCs, Toddlers Learn Toyota, McDonald's, Disney
"My feeling is always that many this has regarding positive emotions children recognize issues that are self serving and enjoyable," McAlister said.
McDonald's was one of the most recognized brand, with nearly 93 percent of babies correctly identifying the restaurant chain by its golden arches.
But this is the detail which could come as a shock to parents and proponents of the present "Retire Ronald McDonald" campaign: In the study, children were never shown pictures of Ronald McDonald, the McDonald's clown mascot who critics say encourages unhealthy diet regime among kids.
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