1. 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

2. 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

3. 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

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

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

6. 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

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

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

9. Outside a movie theatre

10. Clothing stores Grocery stores

11. Bakery shop and restaurants

14. Ownership of media

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

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

19. Perception of brands (soft drink)

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

21. 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

22. McDonald’s champion kids TVC http://www.youtube.com/watch?v= tbnX7-qV7p4&feature=related

23. Thank you! Drawings from Prof. James U McNeal