Advertising to children has been a topic of discussion for many years. In fact, the Federal Trade Commission is still researching way to better regulate advertising to children. This thesis investigates the persuasion intent as inferred from video content strategies, themes, and descriptions associated with YouTube videos that target preschool-age children posted on the Ryan ToysReview YouTube channel. With the advancement of technology and children’s growing ability to interact with technology, including social media networks, marketing and advertising professionals are finding new ways to promote toys to children during their unsupervised time on such platforms. From the research presented in the Literature Review, persuasion intent may be presented even if it is not in traditional advertising including YouTube videos.
The significance of this study is to help add to the existing research that seeks to identify how YouTube videos may contribute to what scholars understand about the way children learn new skills and behavior and believe is associated with how they are being socialized into consumers. This was done to encourage change in regulatory issues by the Federal Trade Commission as well as suggest appropriate changes or updates to skills presently taught to future advertising professionals in undergraduate advertising curricula.
|Advisor:||Ferguson, Alice C.|
|Commitee:||Dinu, Lucian F., Madison, Phillip|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 58/05M(E), Masters Abstracts International|
|Subjects:||Marketing, Communication, Web Studies, Mass communications|
|Keywords:||Children, Consumer socialization theory, Online advertising, Social learning theory, Social media, YouTube|
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