Advertising and Kids
It's Simple; Kids Spend a Ton of Money!!!


Kids Viewing Banner Ads on the Internet
Image from http://www.dfee.gov.uk/opps/part3.htm

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Question:

How can I avoid being tricked into buying things by those savvy advertisers?

 

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Tasks:

Learn tips to avoid being tricked into buying things by those savvy Internet Advertisers.
Explore the purpose of Internet Advertising.
Develop the advertising Big 5.
Create your own internet Advertisement.
Use your knowledge to make informed Internet choices.

 

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Scenario: "It's Simple; Kids Spend a Ton of Money!!!"

 "Welcome back to our Open-Circle discussion," your facilitator says.   "Today, we're going to discuss advertisements on web pages and how we can avoid being tricked into spending your money. I'm glad to see that everyone showed up with their Time Magazine for Kids  so that we can use them to get details."

A friend of yours on the other side of the circle says, "I read that some companies spend huge amounts of money on advertising to convince kids like us to come to their website.  It's hard to even know what is an advertisement because they come in all shapes and forms.  Often, I will see catchy banner advertisements like this one at the top of web pages.   Why do companies put advertisements like this on their website?"

 

A girl in your class says, "I think that companies believe that the more people advertisements attract to their page the better their chance of selling them something.  I read in  Time Magazine for Kids, that companies spent over $2,000,000,000 (two-billion dollars) last year to convince kids like us to come to their web site and buy their stuff.  That's a lot of cash!"

A boy states, "Yeah, that is a lot of cash but it seems like it is worth it.  Kids spend a ton of money!  Time Magazine for Kids, said that kids spend over $80,000,000,000 (eighty-billion dollars) of their own money and convince their parents to spend over $290,000,000,000 (two hundred and ninety-billion dollars) to buy them stuff.  Kids spend a ton of money!"

Another boy who had been writing away frantically says, "I added up the money that kids spent and the companies make over $370,000,000,000 (three hundred and seventy-billion dollars) from kids.  If they only have to spend $2,000,000,000 (two-billion dollars) to get us to spend that much it seems like advertising adds up to a great deal for these companies."

"Wow!!!" the Girl beside you says.  "No wonder there are so many ads on the Internet.  We need to be careful that we don't get get convinced by slick advertisements to spend our money.  How can we do this?"

 

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Resources:

See the Big 5 Advertising tactics at work on these sites:


Learn More about Advertising Tactics

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Activity:

Create your own Advertisement

I think that we should take a close look at the tactics that  advertisers are using to convince kids to come to their sites and buy stuff!" your facilitator says.  "I know that I am often convinced by the flashy animations, catchy slogans, famous athletes, and cute mascots.  I think that we should take a look at several kid sites to see some advertising in action.  We can brainstorm a list of tactics that advertisers use to convince kids like us to come to their site.  There will be lot's of tactics but we can narrow it down to the top five (Big 5.)  It will be Fun!!!  Then, we can create a Public Service Advertisement that teaches others how to use the Internet responsibly.  We can create a banner advertisement, an Avid-Cinema video advertisement, or a Hollywood High cartoon advertisement. Whatever!  We can get creative!

Do you have any ideas for an advertisement?
E-mail us
to share your ideas.

 

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Revisit the Question

How can I avoid being coerced into buying by those savvy advertisers?

 

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Responsible Use HomePage

 

 

HomeEssential Questions  |  Stay on Task |  Responsible Use Books (+)
 Responsible Use  Hotlists  |   Active Learning  |  Teaching Tips

Make Safe Choices
| Choose Great Sites | Recognize Advertiser's Tactics
Making Your Own Responsible Use Policy for the Internet

 



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Created: July 24, 2000
Last Updated: April 9, 2004