Taking Advantage of a Vulnerable Group? Emotional Cues in Ads Targeting Parents

摘要: Parents of small children regularly face challenges that are new to them, creating uncertainties and stress complicate their decision-making processes. In this vulnerable state, parents may be susceptible emotional appeals in advertisements ways influence knowledge formation, food choices, perceptions self. study, we use a combination content analysis interviews examine the appeals, particularly guilt fear, ads how respond them. We find is more frequently used target than has been shown for other audiences, often express negative self-images coping strategies when viewing ********** recent years, general public gradually made aware rising obesity rates both adults (Carter et al. 2011). Further, medical research yielded increasing amounts advice regarding nutritional advantages certain types foods, linking nutrient reduced risks disease, e.g., dietary fiber reducing cancer (Thompson Moughan 2008). These pressures on choices by average consumer compounded complexity today's with ingredients unpronounceable typical consumer, much less definable. greater context connections between health food, consumers encouraged make "right" whether themselves or behalf families. It arguable as most understand what constitutes healthy choice all contexts, even many incremental steps such opting whole grain varieties cereal products. Developing knowledge--with confidence--takes time practice. Thus, given "newness" role, can viewed inexperienced making they could confidently conclude foods children. At same time, rather cluttered landscape products, brands, media outlets left advertisers difficult task attempt create brand associations shopping choices. order differentiate product from others, some utilize based emotion, happiness, humor. Using cues expected uncomfortable enough want "solution" offered ad (Biswas, Olsen, Carlet 1992; Brennan Binney 2010; Huhmann Brotherton 1997), while positive enhance consumer's ability process information cues. The an group--one which will argue "vulnerable" persuasive messages children--and advertising strategy seeks differentiation variety suggests there gray areas about ethical implications require discussion. look specifically at receive via targeted magazines hold those ads. two-study approach, illustrate (Study 1) personal gauge parents' feelings 2). Our goal twofold: first, emotions, parental responsibilities children, second, raise questions appropriateness strategies. While do not pursue conclusive evidence being harmed begin important dialogue external triggers quality next section, establish our argument considering population, discuss theoretical approach examining targets …