Watching commercials in today’s day and age can give people a good indication of how the media views tweens and teens. While not necessarily recent, commercials from cell phone family plans, to parents trying to keep up with slang, to kids trying to tell their parents what to do are often funny but albeit media interpretations of family dynamics with tweens and teens. While marketing to youth is not necessarily new, think Joe Camel (although those have been long outlawed), it is interesting to see how these interpretations actually affect tweens.
In an article from 2008, Castleman questions whether or not multiple media sources has affected how tweens looks at television commercials. Interestingly, the study found that while tweens are watching television online more than on a TV, commercials are still the “number-one idea source for ‘things to buy for yourself or ask for as a gift.’” As much as 81.4% of all tweens studied admitted to this finding.
While this finding reinforces the idea that television commericals for tweens can be a lucrative marketing strategy, it is also interesting to note that the study found that tweens are more likely to be multitasking during these periods than ever before. 92.1% stated that they are often talking to someone else during this time. This may have an impact on the practice of tweens wanting to purchase the products promoted on commercials. While talking to someone else, they can get instant feedback on whether or not these materials are “good.”
It would also be interesting to note how tweens view themselves and tween representations in commercials. Questioning whether or not they are affected by the media or even whether they believe tweens represented in commercials are realistic.
Resources
Castleman, L. (2008). TV commercials still top-of-mind with tweens. Kidscreen. Retrieved from http://kidscreen.com/2008/01/01/tweens-20080101/
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