CMC Final Exam Questions and Answers
Motifs/clichés- - ANSWER-Prices on things, job insecurity, beauty/makeovers,
stars/glamour
Kidspace-Head space - ANSWER-Private/domestic sphere
· Pink for girls and blue for boys- Instead of kids as a whole, they're separated into two
different markets...Twice the profit.
· Cyberspace (ex. webkinz)
· Schools introducing computers
· Reaching kids and communicating with kids
o Getting in kids' heads
§ "Corporate pedophilia"
· Used of kids
o Dubious advice-givers
o Enjoyment and pleasure
o Demonic possession
To justify products (ex: commercial using and showing kids drinking, coke to show that it
was okay/ healthy to drink coke)
To scare parents
To pull parents attention
Kids become marketing target
o "Skippies"
Translates to( School Kids With Purchasing Power) - marketing term used for kids
o Late 1970s
· Different constructions of child
o Out of control child (ex. supernanny)
o Childs at risk/in need of protection (ex. how to catch a predator, germ books)
o Adult-child/doll-child/eroticized child (ex. Beauty pageants, modeled/airbrushed
pictures, makeup, Honeybooboo
Goals of Kids space - ANSWER-A form of marketing and communication getting into
kids space
The goal of kidspace is to get into the heads of kids
Reaching and communicating with kids.
"Corporate Phedopilla"
Tween - ANSWER-Tween - Child Teenager= Tween
· Tween type magazines (ex. Teen Vogue)
o Object of concern and marketing
Moment in life when major changes happens
, o Cultural fascination with transition from childhood to adulthood
o Not just body insecurity but economic and taste inadequacy
o Trend slaves
· Kids and Teens are center of consumer culture
1. Own buying power
2. Parents' buying power
3. Future customer/brand loyalty
Kids and Teens are center of consumer culture - ANSWER-1. Own buying power
2. Parents' buying power
3. Future customer/brand loyalty
Advertisers and Parents - ANSWER-Early 20th century: Gatekeeper Model
· Parent (usually mother) as target of ads, one who filters purchases
· Now marketing direct to kids
Side by side approach - ANSWER-This time, marketers on the side of kids
· Take mom out of the equation
· Nag factor
Parent/Children - ANSWER-Nuclear family as ideal, but conditions for togetherness not
there
· Overwork to spend more. Cycle of guilt and compensation
· Increase debt
Parenting Styles - ANSWER-Authoritarian Vs. "voice and choice"
"Kid Power" - ANSWER-War and hunting language: Target. Safari critters, collateral,
viral
· P2P. Corporate spies and influencers
Empowerment - ANSWER-Self-esteem
· Ability to make consumer choices, not about capacity to define selves outside of
consumer culture.
What is Play? - ANSWER-Less unstructured, unsupervised time
Home space - ANSWER-Ethnography: letting strangers in
· Private sphere now opened up to surveillance
· Intrusive marketing
Ethnography - ANSWER-letting strangers in
Youth Marketing: Children - ANSWER-Taking over spaces and time left vacant
· Parent/family time
Motifs/clichés- - ANSWER-Prices on things, job insecurity, beauty/makeovers,
stars/glamour
Kidspace-Head space - ANSWER-Private/domestic sphere
· Pink for girls and blue for boys- Instead of kids as a whole, they're separated into two
different markets...Twice the profit.
· Cyberspace (ex. webkinz)
· Schools introducing computers
· Reaching kids and communicating with kids
o Getting in kids' heads
§ "Corporate pedophilia"
· Used of kids
o Dubious advice-givers
o Enjoyment and pleasure
o Demonic possession
To justify products (ex: commercial using and showing kids drinking, coke to show that it
was okay/ healthy to drink coke)
To scare parents
To pull parents attention
Kids become marketing target
o "Skippies"
Translates to( School Kids With Purchasing Power) - marketing term used for kids
o Late 1970s
· Different constructions of child
o Out of control child (ex. supernanny)
o Childs at risk/in need of protection (ex. how to catch a predator, germ books)
o Adult-child/doll-child/eroticized child (ex. Beauty pageants, modeled/airbrushed
pictures, makeup, Honeybooboo
Goals of Kids space - ANSWER-A form of marketing and communication getting into
kids space
The goal of kidspace is to get into the heads of kids
Reaching and communicating with kids.
"Corporate Phedopilla"
Tween - ANSWER-Tween - Child Teenager= Tween
· Tween type magazines (ex. Teen Vogue)
o Object of concern and marketing
Moment in life when major changes happens
, o Cultural fascination with transition from childhood to adulthood
o Not just body insecurity but economic and taste inadequacy
o Trend slaves
· Kids and Teens are center of consumer culture
1. Own buying power
2. Parents' buying power
3. Future customer/brand loyalty
Kids and Teens are center of consumer culture - ANSWER-1. Own buying power
2. Parents' buying power
3. Future customer/brand loyalty
Advertisers and Parents - ANSWER-Early 20th century: Gatekeeper Model
· Parent (usually mother) as target of ads, one who filters purchases
· Now marketing direct to kids
Side by side approach - ANSWER-This time, marketers on the side of kids
· Take mom out of the equation
· Nag factor
Parent/Children - ANSWER-Nuclear family as ideal, but conditions for togetherness not
there
· Overwork to spend more. Cycle of guilt and compensation
· Increase debt
Parenting Styles - ANSWER-Authoritarian Vs. "voice and choice"
"Kid Power" - ANSWER-War and hunting language: Target. Safari critters, collateral,
viral
· P2P. Corporate spies and influencers
Empowerment - ANSWER-Self-esteem
· Ability to make consumer choices, not about capacity to define selves outside of
consumer culture.
What is Play? - ANSWER-Less unstructured, unsupervised time
Home space - ANSWER-Ethnography: letting strangers in
· Private sphere now opened up to surveillance
· Intrusive marketing
Ethnography - ANSWER-letting strangers in
Youth Marketing: Children - ANSWER-Taking over spaces and time left vacant
· Parent/family time
