Advertising and children in China Kara Chan Hong Kong Baptist University 2009 American Academy of Advertising Asia Pacific Conference Beijing, China May 27-30, 2009

Children in China 257 million of children under 15 in 2006 (Population Reference Bureau) Approx. 40% urban, 60% rural Compare with 299 million of US population 25 million of minors under 18 in US

characteristics One child policy Heavy emphasis on education Traditional values of frugality taught at schools and supported in CCTV Modern hedonic values of consumption in mass media Competitive environment in the education systems

Advertising appeals and traditional values Fun in learning vs. bitter first, sweet later attitudes Sharing vs. keeping the best for yourself

Major advertisers Food and drinks Entertainment and media Healthy supplements and things that can improve your child’s intelligence

Studies completed in urban/rural China Survey on children’s understanding and attitudes toward advertising Understanding of brands, consumption experience Use of media for new product information Personal interviews about brands Content analysis of children’s TVC on gender portrayal Coding of textbooks about consumption Regulations (not much) Publications and DVDs

Key findings Great difference in consumption experiences among urban and rural children Types of stores and store visits Access to computers Encounter of brands

Brand savvy and brand empty Drawings from Prof. James U McNeal

Outside a movie theatre

Clothing stores Grocery stores

Bakery shop and restaurants

Ownership of media

Perceived usefulness of new product information sources (5-pt scale)

Perceived truthfulness of TV ads Rural children put more trust in TV advertising

Perception of brands (soft drink)

Perception of brands (computer) Rural children put more trust in brands

Further research Extend the study to adolescents More qualitative in-depth study Development of cases Interaction of product category and other personality variables Gender differences Updates

McDonald’s champion kids TVC tbnX7-qV7p4&feature=related

Thank you! Drawings from Prof. James U McNeal