Children are one of most importantsegment for marketers. Children are said to be consumers of three generations.Firstly, they themselves are consumers in their childhood because they consumedifferent goods from candies to gadgets. Secondly, children use Pester Power tobargain and pursue their parents to buy goods and services of their wisheshence children are involved in the decision making of buying of adults.
Thirdly, children themselves are future consumers. Marketers decide futurestrategies to target these children in future by analyzing current buyingbehavior of these children. Task Force on Advertising and Children (Kunkel etal., 2004) estimated that more than US$12bn per year is spent to reach theyouth market in the USA. Most of the advertising to children is done throughmedium of television but nowadays children have i-pads, tablets, and smartphones. So they also watch ads through their i-pads, tablets, and smart phones.The television commercials of todayare often one element of a larger marketing design (integrated marketing) thatincludes such features as attractive product packaging, strategic placement onstore shelves, in-store displays, cross promotions, television program andmovie product placement and internet marketing (Center for Science in thePublic Interest, 2003).
Typically, child actors or animatedcharacters portrayed in food and beverage commercials are depicted as havingfun with their peers and showing happy feelings when consuming the advertisedfood product (Center for Science in the Public Interest, 2003). Foodadvertising efforts forge long-lasting brand relations with children, youth andparents to create brand loyalty in the future (Palmer and Carpenter, 2006).Thefood advertised on television programming in the UK, USA and many countries isinconsistent with healthy eating recommendations for children (InternationalAssociation of Consumer Food Organizations, 2003; Story and French, 2004).
The aggressive marketing andadvertising of high caloric food products targeting children has beenidentified by the World Health Organization (2003) as a probable causativefactor contributing to the epidemic of childhood obesity. Commercialsoverwhelmingly promote food products that are high in sugar, fat and sodiumwhile neglecting healthy foods high in fiber, vitamins and minerals such asfruits or vegetables (Harrison and Marske, 2005). (Valentina Nicolini et al.,2017) says that’s the quantity of public service announcements (PSAs)broadcasted on television is not sufficient compared to the quantity ofcommercial advertisements (Gantz et al., 2008; Puggelli and Bertolotti, 2014).
Till the date, one study has beenconducted by Valentina Nicolini et al., 2017 to see the effect of emotional andrational appeals on children’s attitude towards the social advertising orpublic service announcements (PSAs) that were promoting and persuading childrento eat fruits and vegetables. The study showed that both components emotionaland rational have significant role in children’s preference towards anadvertisement.This paper presents findings ofquantitative method research study conducted in Pakistan with sample ofchildren aged 8 to17.
The purpose of study was to understand impact of rationaland emotional appeals on children’s attitude towards social advertisement thatpromoted eating fruits and vegetables in Pakistan.