Transcript The Effects of Marketing to Teenager and

The Effects of Marketing on
Tween Girls
JACKIE DOHERTY
MARISSA EVANS
KRISTIN ROCHE
BRITTANY SCHILLING
MEREDITH VIEIRA
Subject Characteristics
“By the time children reach 10, they are rejecting
childlike images and aspiring to more mature things
associated with being a teen”
 American Teen / Tween Girls
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American Teen, Aged 13 – 16
Tween, Aged 8-12
 Capture their Disposable Income
 Easily Influenced
 Age Compression
Victoria’s Secret Pink: Keeping the Brand Hot
Seymour, L. 2007
Effects of the Media
 Advertising and media encourage girls to be mindful of
appearance and sexuality

47% of 5-12th graders expressed interest in losing weight
after viewing magazine pictures

By 17 years old, a girl has received over 250,000
commercial messages through the media
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50% of Saturday morning toy commercials aimed at girls
mentioned physical attractiveness
Gurian, A.: How to Raise Girls with Healthy Self-Esteem
Advertising Youth & Body Image
Victoria’s Secret PINK
 Loungewear, sleepwear intimate apparel
 Target group: College age 18-30
 Actual consumers: Tweens 8-14 and Teens
 Image: cute and playful
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Victoria’s Secret umbrella image: sexy
 Sub brand as a “gateway”
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Introduce consumers earlier on
Develop long-term relationships
Victoria’s Secret Pink: Keeping the Brand Hot
CoverGirl
 Taylor Swift NatureLuxe campaign
 Image: “Makes it easy, breezy, and beautiful to be yourself”
 Capture younger demographic

Makeover tours
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Internet-connected “point-of-entry” kiosks
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Tremor: Word-of-mouth initiative
Taylor Swifts First CoverGirl Ad Sneak Peek, 2011
Research Overview
Survey
Focus Group
 Conducted online with
 Conducted focus group
Qualtrics
 Polled parents with girls
between the ages of 5-18
 Focused on perceptions
of how their daughters
are marketed towards
with five girls, ages 1216
 Discussed shopping,
TV, internet usage,
cosmetics, media,
celebrities, & more
Primary Research Overview
 Focus Group
Three 12 year olds
 One 14 year old
 One 16 year old

 Overall Discovery
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The older the girls got, the more aware of the influences and
tactics of marketing they were
All denied allowing marketing to influence them
All showed signs that they were being influenced
Primary Research Highlights
 Finding Highlights
All wore heavy makeup other than one 12 year old
 All agreed that 5th or 6th grade was an appropriate age to
start wearing makeup
 All denied shopping online; All were “caught” discussing
shopping or browsing online
 All view Taylor Swift as their idol and agreed they would
buy anything she branded
 12 year olds explained that they shopped at Pink,
Abercrombie, other branded teen stores because of utility
– not popularity or marketing
 12 and 14 year olds explained money was not a deciding
factor when purchasing; 16 year old said money was the
most important factor

Primary Research Quotes
 Quotes
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16 year old on Bratz vs. Barbies: “We liked Bratz because
they looked like teenagers. Barbies looked like adults.”
12 year old on Taylor Swift: “I like Taylor because she is
not like the other celebrities that do bad things. She’s a good
singer, she’s pretty and I like her clothes.”
14 year old: “I don’t understand why so many clothing
stores have advertisements with models not wearing any
clothes. It’s pointless.”
16 year old on television commercials: “I notice that the
same commercials play during all of the shows I
watch…when I was younger they influenced me a lot but now
I have my own opinions.”
References

Wadyka, Sally. (2007). Are Bratz Dolls Too Sexy? Retrieved March 15, 2011, from
Campaign for a Commercial-Free Childhood.

Gurian, A. How to Raise Girls with Healthy Self-Esteem. Retrieved from
http://www.aboutourkids.org/articles/how_raise_girls_healthy_selfesteem

Youth X Change. Advertising Youth & Body Image. Retrieved from
http://www.youthxchange.net/main/b262_advertising_youth-d.asp
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Eating Disorders: Body Image and Advertising. (2008). Healthy Place. Retrieved from
http://www.healthyplace.com/eating-disorders/main/eating-disorders-body-image-andadvertising/menu-id-58/

A New Low For Victoria’s Secret. (2007). American Decency. Retrieved from
http://www.americandecency.org/archives/a-new-low-for-victoria%E2%80%99s-secret/

Media and Girls. (2010). Media Awareness Network. Retrieved from
http://www.apa.org/monitor/jun04/driving.aspx
References Continued

Responsible or Not? Marketing To Tweens and Teens. (2008). Responsible Marketing. Retrieved from
http://responsiblemarketing.com/blog/2008/04/21/responsible-or-not-marketing-to-tweens-andteens

Driving Teen Egos- and Buying Through “Branding”. (2004). American Psychological Association.
Vol. 35, No. 6. Retrieved from http://www.apa.org/monitor/jun04/driving.aspx

Jayson, S. (2007). Media Cited For Showing Girls as Sex Objects. USA Today. Retrieved from
http://www.usatoday.com/news/health/2007-02-19-sexualized-girls_x.htm
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Cardona, M. M. (2000). Young Girls Targeted By Makeup Companies. Advertising Age. Vol. 71 Issue
49, p15, 1p. Retrieved from http://www.frankwbaker.com/young_girls_targeted_by_makeup.html
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Fyfe, K. (2008). CW’s “Provocative: Ad Campaign Targets Teens and Blasphemes God. News Busters.
Retrieved from http://www.usatoday.com/news/health/2007-02-19-sexualized-girls_x.html
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Taylor Swifts First CoverGirl Ad Sneak Peek. (2011). becomegorgeous.com. Retrieved from
http://www.entertainment.becomegorgeous.com/celebrity_gossip/taylor_swifts_first_covergirl_ad_
sneak_peek-3390.html
References Continued

Victoria’s Secret Pink: Keeping The Brand Hot. Southern Evangelical Seminary and Bible College.
Retrieved from http://marketing.ses.edu.mn/web/images/files/Cases/Case%204.pdf
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Seymour, L. (2007). Tweens ‘R’ Shoppers. The New York Times. Retrieved from
http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html?pagewanted=1
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Advertising to Children: Geo Girl Make-up. (2011). The Thoughtful Consumer. Retrieved from
http://thethoughtfulconsumer.blogspot.com/2011/02/advertising-to-children-geo-girl-make.html
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Bhatnagar, P. (2004). Victoria’s Secret Teams Up With Coeds. CNNMoney.com. Retrieved from
http://money.cnn.com/2004/07/30/news/fortune500/victoria_college/?cnn=yes
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Lamar, M. (2010). Victoria’s Secret Pink is a Brilliant Strategy, Is Your Brand Thinking Ahead. V3
Integrated Marketing. Retrieved from http://www.v3im.com/2010/01/victorias-secret-pink-brandfor-future-customers/
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The Today Show Online. (2011). Barbie’s 39” bust, 18” waist stir body-image debate. Retrieved from
http://www.msnbc.msn.com/id/21134540/vp/42643430#42643430
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Adersen, Tufle, Rasmussen, Chan. (2008). The Tweens market and Responses to Advertising in
Denmark and Hong Kong. Bradford, 9 (3). Retrieved from http://0proquest.umi.com.library.simmons.edu/pqdlink?Ver=1&Exp=05-012016&FMT=7&DID=1554393681&RQT=309