advertisersliketotakeadvantageofchildren

Advertisers like to take advantage of childrens natural credulity. In a world full of dazzling advertisements, how do children react to them Have they learned how to weigh up advertising before they succumb to its promises 广告客户喜欢利用儿童天生轻信的特点。在一个充满令人眩目的广 告世界，儿童对此类广告的反 应如何他们在接受广告承诺之前， 是否学会了怎样评价广告呢 “Whys that man got his hand up a sock Dont they know how to do it properly Thats not going to get me to buy it, is it” carped one seven-year-old about the glove puppets used in Burger Kings The Lost World television advertisement. “为什么那个人将手伸到袜子里难道他们不知道怎么做是对的吗 那样子是不会使我买的，对吧”一名 7 岁儿童看到汉堡王的电视广 告失去的世界中的布袋木偶，挑剔地说。 Call it cynicism. Call it sophistication. Nowadays its not unusual to find children as young as four making judgments like these, claims Nicky Buss of the advertising agency Ammirati Puris Lintas in London. By then children are “brand literate” and they can see through “marketing hyperbole”. 你可以管这叫玩世不恭。你可以管这叫精于世故。伦敦灵狮广告公司的尼克布斯声称，如今见到 4 岁的孩子做出这样的判断是经常的 事。4 岁的孩子们已经“ 精通各种品牌” ，并能看穿“广告的夸张”。 Or can they Is advertising geared at children even ethical Since the 1970s, the battle between the forces for and against child advertising has hinged on whether or not kids understand the motive behind advertising. The debate is far from over, but new studies suggest that Buss is onto something. Either children are getting wise to the advertising game, and at an earlier age than in the 1970s and 1980s, or in the past psychologists underestimated their young subjects ability to work out other peoples motivation. 或者，他们真能么瞄准孩子的广告符合道德吗自 20 世纪 70 年 代以来，赞成与反对儿童广告两股力量之间的斗争，集中在孩子们 是否理解广告后面的动机。这场争论远未结束，但新的研究显示， 布斯已有所进展。要么是与七八十年代相比，孩子们在更小的年龄 懂得了广告游戏；要么是过去的心理学家们低估了这些年幼的研究 对象理解他人动机的能力。 It doesnt take a genius to work out why advertisers are trying harder to market directly to children. British children aged four to fourteen spend an average of 2.49 each week. This makes the pocket money market worth more than1.5 billion a year, according to a recent report from management consultancy Datamonitor. In the US the pocket money market is worth a massive 64 billion a year. 不需要什么天才就能想象出，为什么打广告的人竭力向儿童直接推 销。4 至 14 岁的英国儿童每周平均需花 2.49 英镑。据数据监控管 理咨询处最新报道，这使零花钱市场一年的价值达 15 亿英镑。在美 国，零花钱市场每年达 640 亿美元巨额。 Selling to children has become big business, and advertisers want to make it as scientific as possible. Winthrop Publications in London has just launched the International Journal of Advertising and Marketing to Children. One article reports that 60 per cent of children aged two to eleven know by the end of October what they want for Christmas, and that for girls under seven the biggest deciding factor is what they see on television. 向儿童销售已成为一笔大买卖，打广告的人必须尽可能使它具有科 学性。伦敦温斯偌浦出版社刚刚发行了国际儿童广告与销售学刊 。 一篇文章报道，60的 2 至 11 岁小孩到了 10 月底，都知道自己圣 诞节需要什么。对 7 岁以下的女孩来说，最主要的决定因素，是她 们在电视上见到的东西。 Conferences and consultancies abound. Pay￡2000 and you can attend Kid Power 99 at any one of a string of European venues. The meetings offer workshops on “what wo