In this guide, we delve into the 'Toys to Teens' study by Victor C. Strasburger, Barbara J. Wilson & Amy B. Jordan. The article discusses advertising aimed at young consumers and its effects on self-esteem, brand loyalty, and consumer behavior.
Study Guide – “Toys to Teens”
Victor C. Strasburger, Barbara J. Wilson & Amy B. Jordan
Summary- Toys to Teens
Grace, an eight‑year‑old third‑grader, suddenly asks her mother for a Monster High doll named Draculaura. She learned about the dolls from a friend, Maddi, by watching videos, playing an online game, and visiting the doll’s website. Grace describes the dolls as “cool” because they have monster names, fashionable outfits, and a pet bat. When the family later visits a mall, Grace spots the dolls, begs for one, and her mother, after checking the $21.99 price tag, gives in – a decision explained by the “nag factor,” the pressure children place on parents to buy desired items.
The article then shifts to a broader discussion of advertising aimed at children and teens. Billions of dollars are spent on marketing to young people, a figure that has tripled in the past two decades. Marketers target youth for three main reasons: (1) children now have their own spending power from chores and gifts; (2) they influence household purchases from snacks to cars; (3) today’s children become tomorrow’s adult consumers, and early brand loyalty can last a lifetime. Advertising techniques include loud sound effects, bright colours, jingles, animated characters, and celebrity endorsements. Television remains the easiest medium, but online platforms and handheld devices are increasingly used.
The article raises concerns about the impact of ads on adolescents: heightened focus on physical appearance, lower self‑esteem from comparing to thin models, and an obsession with brand names and trends. Celebrities are effective endorsers because teens view them as trustworthy and attractive. The passage ends with reflective questions encouraging readers to think critically about the hidden pitfalls of consumer culture and how to make smarter choices.
About the Authors
- Victor C. Strasburger (b. 1949) – American pediatrician, founding chief of the Division of Adolescent Medicine, Distinguished Professor Emeritus of Pediatrics (University of Mexico). Author of Adolescents and the Media (1995), Children, Adolescents, and the Media (2009), and The Death of Childhood (2018).
- Barbara J. Wilson (b. 1957) – American academic; 22nd President of the University of Iowa (since 2021). Previously Provost of the University of Illinois.
- Amy B. Jordan (b. 1961) – Professor and Chair of Journalism and Media Studies at Rutgers University. Research focuses on media’s role in children’s and families’ lives.
All Questions & Answers
a. Why does Grace want a Monster High doll?
She finds the dolls “cool” because of their monster names, stylish outfits, and accessories like a pet bat. The character Draculaura’s look (black hair, pink boots) appeals to her personal taste.
b. How did Grace learn about Monster High dolls?
Grace heard about them from her friend Maddi. She watched videos at Maddi’s house, played a related computer game, and visited the doll’s official website.
c. Why did Grace’s mother finally decide to buy the Monster High doll?
The mother gave in after Grace’s persistent pleading (“pleeeeeease”) and after checking the price. The decision reflects the “nag factor” – parents often yield to children’s repeated requests to avoid conflict.
d. Why do marketers focus their attention on young consumers?
1. Children now have their own disposable income from chores and gifts.
2. They influence family purchasing decisions, from everyday items to big‑ticket items.
3. They become tomorrow’s adult consumers; early brand loyalty can persist into adulthood (cradle‑to‑grave marketing).
e. How do children influence their parents' consumer behaviour?
- Directly: they request specific snacks, cereals, toothpaste, soap, etc.
- Indirectly: as they grow, they voice opinions on larger purchases such as cars, electronics, or vacation destinations, steering parental choices.
f. What is the impact of advertising on adolescents?
Advertising can:
- Heighten preoccupation with physical appearance, lowering self‑esteem when teens compare themselves to thin, attractive models.
- Increase awareness of brand names and trends, driving desire for the “latest” products.
- Create the belief that products will bring fun and happiness, influencing purchase decisions.
g. How do adolescents perceive brand names and the latest trends?
They are highly conscious of brand reputation and current fashions. Many report buying items because “everyone has one” or they “see it a lot,” indicating strong peer and media influence.
h. Why do advertisers often use celebrities to endorse their products?
Celebrities are seen as more trustworthy, competent, and attractive than non‑celebrity endorsers. Their endorsement leads to favorable product evaluations and stronger persuasion among teens.
1. Why was her mother surprised when Grace asked for a Monster High doll?
Grace had never shown interest in such dolls before, so the request was unexpected.
2. Do you think it is necessary for parents to help their children make good consumer choices without relying only on advertisements? Why?
Yes. Parents can teach critical thinking, value‑based decision‑making, and budgeting skills, helping children resist impulsive buying driven by ads and develop long‑term financial responsibility.
3. Advertisements help consumers develop positive values. Do you agree? Why?
Generally, no. While ads can promote useful information (e.g., safety messages), most commercial ads aim to create desire rather than instill values. They often emphasize materialism, appearance, and status, which can conflict with positive values such as humility and altruism.
4. State your opinion on the influence of advertisements on children. How can we analyse ads and make smart choices?
Advertisements heavily shape children’s preferences, self‑image, and spending habits. To analyse ads, children (and parents) should:
- Identify the target audience and the product’s purpose.
- Look for persuasive techniques (bright colours, jingles, celebrity endorsements).
- Question the claim: “Will this really make me happier?”
- Compare price with need and budget.
By applying these steps, they can decide whether a purchase is truly needed.
5. How do ads affect your shopping preferences?
(Answer can be personalized; a sample response) Ads increase awareness of new products, create a sense of urgency (“limited edition”), and often make me prefer brands that appear in popular media, even if alternatives are cheaper or better quality.
6. What should advertisers and celebrities bear in mind while promoting products?
- Ethical responsibility to avoid misleading claims, especially to vulnerable youth.
- The impact on body image and self‑esteem; avoid glorifying unrealistic standards.
- Transparency about sponsorships and endorsements.
i. What, according to you, are the “hidden pitfalls that lurk behind the scenes”?
- Manipulative techniques: loud sounds, bright colours, and repetitive exposure that bypass rational thinking.
- Consumer debt: encouraging children to want expensive items they cannot afford, leading families into financial strain.
- Loss of authentic preferences: children may adopt trends dictated by advertisers rather than personal interests.
- Long‑term brand loyalty: early exposure can lock consumers into costly brand ecosystems for life.
Additional Reflective Prompt – “We live in a world of smart gadgets and aggressive marketing where our decisions are often driven by desires and impulses, rather than values and real needs. Do you agree?”
Yes. The prevalence of targeted ads on phones, tablets, and social media constantly stimulates desire for the newest products, often overriding thoughtful consideration of genuine needs or personal values.
Extra Exam‑Style Questions (with Answers)
Explain the three main reasons marketers target children and teenagers.
Spending power: Kids now earn money from chores and receive gifts, giving them direct purchasing ability.
Influence on household buying: Children’s preferences shape family decisions on everyday items and larger purchases.
Future adult consumers: Early brand loyalty can persist, so companies invest in “cradle‑to‑grave” marketing to secure lifelong customers.
Describe two advertising techniques used to capture young audiences and discuss why they are effective.
Bright colours and sound effects: They attract attention and create memorable sensory experiences, making the ad stand out among other media.
Celebrity endorsements: Teens view celebrities as trustworthy and aspirational; associating a product with a famous figure transfers those positive attributes to the product.
Critically evaluate the statement: “Advertising can improve self‑esteem by showing attractive role models.”
While attractive role models may inspire confidence in some, research shows that repeated exposure to idealised bodies often lowers self‑esteem, especially among adolescents who compare themselves unfavourably. Positive self‑esteem is better fostered by realistic, diverse representations rather than narrow beauty standards.
How might parents apply the “nag factor” knowledge to manage requests for unnecessary toys?
Parents can set clear purchasing rules, involve children in budgeting exercises, and calmly explain why certain items are not needed. By staying consistent, they reduce the power of repeated begging and teach children to respect limits.
Propose a classroom activity that helps students analyse an advertisement for hidden persuasive tactics.
Activity: Provide students with a printed or video ad. In groups, they list all visual and auditory elements (colours, music, slogans, celebrity appearances). Then each group explains the intended effect of each element and presents whether the ad creates a genuine need or merely a desire. This encourages critical thinking and media literacy.
Use this guide to review key concepts, answer classroom questions, and prepare for exams on media influence and consumer behavior.
Equipped with this guide, students are encouraged to practice the questions provided and develop a critical understanding of advertisements' influence on their lives. Remember, it's essential to analyze ads for hidden persuasive tactics and make smart choices.