Children and brands. "They make you win, they move you, they make you fly in the air, because they have a soul"

Author/s Chiara Mauri, Stefania Borghini, Emanuele Fiordalisi, Elena Cavazzana
Publishing Year 2011 Issue 2011/2
Language Italian Pages 26 P. 99-124 File size 1574 KB
DOI 10.3280/MC2011-002007
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Although not a new issue, the debate on children’s advertising and brands still continues to generate great interest among several scholars, politicians, and social institutions. By providing new empirical evidence and domains for further investigation, ongoing research challenges established paradigms and research methodologies. In this paper the authors explore the competent and critical ways by which children interpret and decode advertising. Grounding the argumentation on the empirical evidence of a dataset of 28 advertisements manipulated and re-created by children, the authors show how children are able to provide new symbolic meanings and implications for branding, thus opening the way for a more critical view of the phenomenon.

Keywords: Children’s advertising, social uses of advertising, advertising audience responses, kids’ marketing, symbolic consumption, interpretive research

Chiara Mauri, Stefania Borghini, Emanuele Fiordalisi, Elena Cavazzana, I bambini e le marche. "Per vincere, emozionarsi, lievitare nell'aria, perché hanno un'anima" in "MERCATI E COMPETITIVITÀ" 2/2011, pp 99-124, DOI: 10.3280/MC2011-002007