The documentary, Growing Up Online, is extremely interesting to watch, especially since most of us grew up while the Internet was growing up as well. The Internet can be a great resource and has many advantages. It can be a place where kids go to escape from their parents; they can even create a new identity in their own private world. They can chat with friends or meet new people all in the privacy of their own home. Unfortunately, the Internet also creates problems, as shown in the video. While sometimes the Internet can create a safe place for kids to go to talk to friends, it can also lead to tragedy. Another issue is that parents often don’t know how to deal with their children using the Internet. Even though I think that the video was informative, there were also some problems with it as well.
Despite growing up using computers and the internet, I wasn’t using it nearly as young as some as the kids in the video were, probably because it used to tie up the phone line. Today, kids are starting to use the Internet at a much younger age. My 6 year old cousin actually asked me for my screen name and then showed me how she went onto her Webkins page, with no help from anyone else. It’s scary to see how big a part the Internet has today in kids lives. Since they are learning how to use it at such a young age, the problems also begin a lot earlier and most parents don’t know what goes on or what their kids are even doing. I’m sure some parents think it’s great that instead of worrying what their kids are doing if they go out, they know that they are safe in their rooms. Many parents as shown in the video don’t realize the numerous dangers such as sexual predators, cyber-bullying and even websites for people with eating disorders to feel at home. I think that it is important that parents teach kids how to use the internet safely, and explain to them that it is still important to act responsible. It is horrible to think about Ryan, the boy in the video who committed suicide because of the bullying he was encountering at school and online. I also think that they should educate kids about the internet in school and teach them how to use it for the right reasons.
A big issue for parents is that they didn’t grow up having this resource like we did, so it is hard for them to understand their kids when talking about the internet. Another problem is that many parents don’t know how to use computers well enough to see what goes on either. I think it is a good idea for parents to sit down with their kids and make sure that they are comfortable with talking to them about things, which I know is a lot easier to say than to actually do. The girl in the video was tired of not fitting in at school and simply wanted an outlet. She created her MySpace page. In the end, Autumn Edow’s parents accepted her and I think that created a better relationship between her and her parents.
Another thing to think about is the Internet and advertising. Online companies are often able to personalize ads just like they do according to shows on television. Different sites hold different ads and they pick which people visit sites more often. Companies usually find a target audience to which they aim to appeal to and find sites according to that data which could be based on age or gender. These social networking sites are great places to target teen audiences and many companies are realizing this.
It is clear that the Internet is becoming a main part of growing up today and it’s only going to get worse. However, I think that if parents and schools teach kid’s how to use the Internet responsibly at a young age, it can decrease some of the serious issues talked about in the video.
Sunday, November 23, 2008
Growing Up Online
The documentary, Growing Up Online, is extremely interesting to watch, especially since most of us grew up while the Internet was growing up as well. The Internet can be a great resource and has many advantages. It can be a place where kids go to escape from their parents; they can even create a new identity in their own private world. They can chat with friends or meet new people all in the privacy of their own home. Unfortunately, the Internet also creates problems, as shown in the video. While sometimes the Internet can create a safe place for kids to go to talk to friends, it can also lead to tragedy. Another issue is that parents often don’t know how to deal with their children using the Internet. Even though I think that the video was informative, there were also some problems with it as well.
Despite growing up using computers and the internet, I wasn’t using it nearly as young as some as the kids in the video were, probably because it used to tie up the phone line. Today, kids are starting to use the Internet at a much younger age. My 6 year old cousin actually asked me for my screen name and then showed me how she went onto her Webkins page, with no help from anyone else. It’s scary to see how big a part the Internet has today in kids lives. Since they are learning how to use it at such a young age, the problems also begin a lot earlier and most parents don’t know what goes on or what their kids are even doing. I’m sure some parents think it’s great that instead of worrying what their kids are doing if they go out, they know that they are safe in their rooms. Many parents as shown in the video don’t realize the numerous dangers such as sexual predators, cyber-bullying and even websites for people with eating disorders to feel at home. I think that it is important that parents teach kids how to use the internet safely, and explain to them that it is still important to act responsible. It is horrible to think about Ryan, the boy in the video who committed suicide because of the bullying he was encountering at school and online. I also think that they should educate kids about the internet in school and teach them how to use it for the right reasons.
A big issue for parents is that they didn’t grow up having this resource like we did, so it is hard for them to understand their kids when talking about the internet. Another problem is that many parents don’t know how to use computers well enough to see what goes on either. I think it is a good idea for parents to sit down with their kids and make sure that they are comfortable with talking to them about things, which I know is a lot easier to say than to actually do. The girl in the video was tired of not fitting in at school and simply wanted an outlet. She created her MySpace page. In the end, Autumn Edow’s parents accepted her and I think that created a better relationship between her and her parents.
Another thing to think about is the Internet and advertising. Online companies are often able to personalize ads just like they do according to shows on television. Different sites hold different ads and they pick which people visit sites more often. Companies usually find a target audience to which they aim to appeal to and find sites according to that data which could be based on age or gender. These social networking sites are great places to target teen audiences and many companies are realizing this.
It is clear that the Internet is becoming a main part of growing up today and it’s only going to get worse. However, I think that if parents and schools teach kid’s how to use the Internet responsibly at a young age, it can decrease some of the serious issues talked about in the video.
Despite growing up using computers and the internet, I wasn’t using it nearly as young as some as the kids in the video were, probably because it used to tie up the phone line. Today, kids are starting to use the Internet at a much younger age. My 6 year old cousin actually asked me for my screen name and then showed me how she went onto her Webkins page, with no help from anyone else. It’s scary to see how big a part the Internet has today in kids lives. Since they are learning how to use it at such a young age, the problems also begin a lot earlier and most parents don’t know what goes on or what their kids are even doing. I’m sure some parents think it’s great that instead of worrying what their kids are doing if they go out, they know that they are safe in their rooms. Many parents as shown in the video don’t realize the numerous dangers such as sexual predators, cyber-bullying and even websites for people with eating disorders to feel at home. I think that it is important that parents teach kids how to use the internet safely, and explain to them that it is still important to act responsible. It is horrible to think about Ryan, the boy in the video who committed suicide because of the bullying he was encountering at school and online. I also think that they should educate kids about the internet in school and teach them how to use it for the right reasons.
A big issue for parents is that they didn’t grow up having this resource like we did, so it is hard for them to understand their kids when talking about the internet. Another problem is that many parents don’t know how to use computers well enough to see what goes on either. I think it is a good idea for parents to sit down with their kids and make sure that they are comfortable with talking to them about things, which I know is a lot easier to say than to actually do. The girl in the video was tired of not fitting in at school and simply wanted an outlet. She created her MySpace page. In the end, Autumn Edow’s parents accepted her and I think that created a better relationship between her and her parents.
Another thing to think about is the Internet and advertising. Online companies are often able to personalize ads just like they do according to shows on television. Different sites hold different ads and they pick which people visit sites more often. Companies usually find a target audience to which they aim to appeal to and find sites according to that data which could be based on age or gender. These social networking sites are great places to target teen audiences and many companies are realizing this.
It is clear that the Internet is becoming a main part of growing up today and it’s only going to get worse. However, I think that if parents and schools teach kid’s how to use the Internet responsibly at a young age, it can decrease some of the serious issues talked about in the video.
Sunday, November 9, 2008
The Persuaders
1) I think that we are headed into a time where advertising and persuasion by companies is becoming much more personalized. Advertising companies are trying harder to create this emotional and spiritual bond with the consumer that will enable them to get through to consumers like never before. They want to create and maintain this meaningful system that will allow for them to personalize advertisements. I think that in the future this is just going to get worse. Companies are targeting by demographics and then going further into these groups to create groups based on very distinct details. There are companies which collect data about consumers to give to companies that break people down into groups based on certain things. They are trying to create a lifestyle, and in doing so they must learn as much about peoples likes and dislikes as possible. Due to the success they are having, I think that these techniques will continue. People are continuing to come up with new ways to reach the consumers, such as using different words and colors, and even as far as trying to decode unconscious behaviors. I think that some techniques are taking it too far already but I know that it is probably only going to get worse.
2) I think that as a human in general, not just as an American there is certain things that make us susceptible to some messages. Companies try to use advertising to create this emotional bond with a consumer and just like people like to feel loved by friends and family, it is not different with the products they consume and many companies realize this. Consumers want to feel this emotional and spiritual bond and most of the time once they do; they become loyal to that brand. As Americans, I think we are more likely to be susceptible, as everyone wants the best products out there or they want to be like a certain movie star or singer. We are constantly searching for the new Ipod, car or computer. If companies are able to reach out on that emotional level, consumers relate and want that service or product. The main idea here is that they portray it as you need this product to be happy and without it, well you’re nothing. You have to see this movie or get this product, and most of the time, Americans do. We are seeking an identity in buying or joining a brand. People buy things and with that product expect to be something. It is all about connecting to consumers on this emotional level that creates brand loyalty. In the video they talked about Song Airline and how they tried to create a lifestyle, not just another airline. They wanted people to not just fly on Song airline but to actually be Song, whatever that may mean. They tried to create this bond with consumers so they felt as if they belonged with them. A lot of the time this is the goal; to create this identity associated with certain brands. The American Express campaign is situated towards everyone’s individual lifestyle, whether you’re a business man, or a stay at home mom, a teacher or an engineer; this card is for you. It is creating this lifestyle that can appeal to everyone, yet somehow bring them all together. As far as political advertising, it can grab people just like advertisements for products. They can trick you into believing something that really isn’t true and get you to buy into this “identity.” I think that we have come to be so accustomed to these advertising techniques that we may not even realize them, and with the political ad’s it can mean a lot more than buying a certain laundry detergent.
3) The common elements in the persuasion/selling strategies of advertising and marketing are this emotional and spiritual bond. They are trying to reach people on a different and much deeper level then before. They want you to associate a lifestyle with the brand, not just a product. These brands create a great amount of loyalty that gets to a certain place within consumers and remains there. Some say that the decisions we make are based on certain unconscious behaviors and we really do not decide. Marketers are trying to go as far as decoding these behaviors. Some are testing how language affects consumers and what words can be more effective. The video also talked about creating a love mark, something infused with mystery and loyalty that has some kind of iconic place for the consumer. I think that consumers need to just step back and look at ads from a surface level at first. Since the ads are trying to get at us on an emotional level, we need to just disconnect for a second and examine the product, not the whole emotional/spiritual bond associated with it.
2) I think that as a human in general, not just as an American there is certain things that make us susceptible to some messages. Companies try to use advertising to create this emotional bond with a consumer and just like people like to feel loved by friends and family, it is not different with the products they consume and many companies realize this. Consumers want to feel this emotional and spiritual bond and most of the time once they do; they become loyal to that brand. As Americans, I think we are more likely to be susceptible, as everyone wants the best products out there or they want to be like a certain movie star or singer. We are constantly searching for the new Ipod, car or computer. If companies are able to reach out on that emotional level, consumers relate and want that service or product. The main idea here is that they portray it as you need this product to be happy and without it, well you’re nothing. You have to see this movie or get this product, and most of the time, Americans do. We are seeking an identity in buying or joining a brand. People buy things and with that product expect to be something. It is all about connecting to consumers on this emotional level that creates brand loyalty. In the video they talked about Song Airline and how they tried to create a lifestyle, not just another airline. They wanted people to not just fly on Song airline but to actually be Song, whatever that may mean. They tried to create this bond with consumers so they felt as if they belonged with them. A lot of the time this is the goal; to create this identity associated with certain brands. The American Express campaign is situated towards everyone’s individual lifestyle, whether you’re a business man, or a stay at home mom, a teacher or an engineer; this card is for you. It is creating this lifestyle that can appeal to everyone, yet somehow bring them all together. As far as political advertising, it can grab people just like advertisements for products. They can trick you into believing something that really isn’t true and get you to buy into this “identity.” I think that we have come to be so accustomed to these advertising techniques that we may not even realize them, and with the political ad’s it can mean a lot more than buying a certain laundry detergent.
3) The common elements in the persuasion/selling strategies of advertising and marketing are this emotional and spiritual bond. They are trying to reach people on a different and much deeper level then before. They want you to associate a lifestyle with the brand, not just a product. These brands create a great amount of loyalty that gets to a certain place within consumers and remains there. Some say that the decisions we make are based on certain unconscious behaviors and we really do not decide. Marketers are trying to go as far as decoding these behaviors. Some are testing how language affects consumers and what words can be more effective. The video also talked about creating a love mark, something infused with mystery and loyalty that has some kind of iconic place for the consumer. I think that consumers need to just step back and look at ads from a surface level at first. Since the ads are trying to get at us on an emotional level, we need to just disconnect for a second and examine the product, not the whole emotional/spiritual bond associated with it.
Tuesday, November 4, 2008
What are your opinions on the tactics and techniques of the marketing media who are targeting teenagers? Have they gone too far?
While it is possible to argue that the tactics and techniques of the marketers who are targeting teens have gone to far, it is also possible to argue that it is ultimately up to for the individual to decide how far you will let them persuade you. Since the biggest market segment is teens, marketers have to find an effective way to get inside their minds and figure out ways to really connect and what better way then to enter their homes. In regards to all of the different techniques, this one may go a little too far. To enter into someones home and look at all of their possessions and clothes and ask them personal questions; may fall under an invasion of privacy. I also think that these made up characters, the "mook" and the "midriff" are a little extreme. By using these characters, they are portraying that they majority of teens can be compared to this "mook." A male who is rude and angry and likes to act immature, while the "midriff" is this sexy, mature girl. Marketers say that this is a feedback loop, in which they retrieve information and then create shows and music based on wants and needs of the teenagers. It can also be thought of that the marketers are actually the ones creating the music and shows to ensure teens will continue to follow the craze.
However, how far is too far. With all of these shows and music pushing sex and other negatives towards teens, when is it enough. While I think that marketers have gone a little too far in some of their tactics, it is their jobs. They are supposed to get involved and no matter what it takes, find out what is the new "cool" thing, or what can become the next best thing and find a way to market it. Their job is to find out all of this information in order to make money. Can anyone expect them to stop or tone it down? I think it is important for the teens to know when enough is enough. They should be able to look and not be completely persuaded by some of these tactics and realize that not everyone is going to fall under the "mook" or "midriff" stereotypes.
I think that focus groups are a good way for marketers to find out information from the source and they usually pay the participants as well. I think they people taking pictures of you or entering your homes is crossing the line and taking things a little too far. It is almost like teens are animals and they are studying them in every way possible. The media has become the window for teens to find out what the next "cool" thing is going to be, and when they can't afford it or they don't fit that look, it often becomes difficult for them.
While it is possible to argue that the tactics and techniques of the marketers who are targeting teens have gone to far, it is also possible to argue that it is ultimately up to for the individual to decide how far you will let them persuade you. Since the biggest market segment is teens, marketers have to find an effective way to get inside their minds and figure out ways to really connect and what better way then to enter their homes. In regards to all of the different techniques, this one may go a little too far. To enter into someones home and look at all of their possessions and clothes and ask them personal questions; may fall under an invasion of privacy. I also think that these made up characters, the "mook" and the "midriff" are a little extreme. By using these characters, they are portraying that they majority of teens can be compared to this "mook." A male who is rude and angry and likes to act immature, while the "midriff" is this sexy, mature girl. Marketers say that this is a feedback loop, in which they retrieve information and then create shows and music based on wants and needs of the teenagers. It can also be thought of that the marketers are actually the ones creating the music and shows to ensure teens will continue to follow the craze.
However, how far is too far. With all of these shows and music pushing sex and other negatives towards teens, when is it enough. While I think that marketers have gone a little too far in some of their tactics, it is their jobs. They are supposed to get involved and no matter what it takes, find out what is the new "cool" thing, or what can become the next best thing and find a way to market it. Their job is to find out all of this information in order to make money. Can anyone expect them to stop or tone it down? I think it is important for the teens to know when enough is enough. They should be able to look and not be completely persuaded by some of these tactics and realize that not everyone is going to fall under the "mook" or "midriff" stereotypes.
I think that focus groups are a good way for marketers to find out information from the source and they usually pay the participants as well. I think they people taking pictures of you or entering your homes is crossing the line and taking things a little too far. It is almost like teens are animals and they are studying them in every way possible. The media has become the window for teens to find out what the next "cool" thing is going to be, and when they can't afford it or they don't fit that look, it often becomes difficult for them.
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