Advertising Research TWG Complutense University of Madrid, Faculty of Media & Communication Science
ECREA Symposium | 5th-6th November 2015 | University of Madrid - Spain
From the perspective of advertising, children and adolescents are highly attractive target groups. They are particularly receptive to new ideas and at the same time they are loyal to their favourite brands. Brands already established in childhood are often used for a lifetime. In the process of their development children and adolescents constantly look for orientation. The enticing lifestyle images advertising stages, therefore, fall on good soil. In order to find out what is "hip" mature audiences draw heavily on the younger. For advertisers children and adolescents work, as it were, as brand and product ambassadors. Of course, children and adolescents have considerable purchasing power of their own.
As a result of changing media consumption patterns among young audiences many advertisers have adjusted their strategies in targeting children and adolescents. Especially in digital media product messages are linked to popular content. No brand appealing to young audiences comes without digital "entertainment gifts": Online games, free music, movies, e-cards, screensavers, exclusive reports about stars, or new products. Above all, the food industry is pushing this development with a lot of pressure and speed. Many of these new forms of "hybrid media content" caught between advertising and entertainment make it difficult for children and adolescents to identify commercial messages correctly.
What are the risks of these new strategies that the advertising industry applies? Which new phenomena can be observed? How do advertisers, children, adolescents and parents react to the changing conditions of commercial communication in the digital era? These questions are focused on at this year's meeting of our TWG in Madrid.
Submission deadline for abstracts (paper and panel proposals):
May 30th 2015, 24.00 CET
Notification of acceptance (paper and panel proposals):
June 30th 2015
Registration and Reception:
The fee for registration will be 90 Euros. Students: 45 Euros
Faculty of Media & Communication Science
Av. Complutense s/n 28040
5th-6th November 2015