Packaging Girlhood: Rescuing Our Daughters from Marketers' Schemes

2008

Page 1. CHILDREN AND MARKETING LITERATURE Final Report CRSP 583 Alan France Joanne Meredith Graham Murdock December 2008 Page 2. Page 3.

Design and Culture

Mass-produced consumer packages are everyday objects that almost go unnoticed. However, by claiming things such as the essence of femininity or masculinity, they affect us and are co-creators of our reality. Based on visual ethnography, this article traces the representation of gender on mass-produced packaging during a time when male privilege is being challenged and female visual objectification is being questioned. The chosen products all have an intimate relationship with body care and the body's functions. On some of the packaging, the biological differences between women and men are presented as scientific facts. On other examples, such as perfume packaging, gender is represented as decoupled from the body and part of an enjoyable choice of identity, as multiple, fragmented, and fluid. Such representations conceal power differences by making gender into a matter of consumer choice, while also illustrating the constantly changing nature of gender. Gender and package design are entangled processes that affect and change with each other.

The trend of various marketing strategies has seen a shift when it comes to target audience. It has been observed that various marketers have realized that men are not the only important element that drives the total consumer base. Different products have different demand which addresses a variety of needs and wants. So, the marketing efforts are the most effective when it is directly targeted to the end user through the use of appropriate channels of communication. In today's world, not only men but women and children also play a major role in the process of decision making related to households, apparels, entertainment choices, food preferences, etc. Understanding the changing norms of society, marketers are moving in the same direction and trying to target audience by capturing their sentiments in various advertisements and addressing their needs and wants by making rational, emotional, fear or the relevant appeal and associating them with their products and services. Under this aspect, this paper focuses on the various New-Age Marketing strategies for Women and Children in Consumer Goods.

IAEME PUBLICATION, 2019

Purpose – The purpose of this research is to understand the packaging product role in influencing children preference by doing a persuasive act that influence children’s product purchasing decision by parents. Design/methodology/approach – This research used a quantitative method, and was based on the purpose of research to test the hypothesis. The questionnaire used in this research consist of 16 questions, referred to the questionnaire from previous research, which cover about packaging, preference, and buying behavior. Researcher used Structural Equation Model – Partial Least Square (SEM-PLS) method to analyze data and test the hypothesis. Findings – Children preferences influenced parent’s product purchasing behavior. Children preferences influenced by character in product packages that attract their attention. In order to got those products, children would do some persuasive act towards their parents. And then, parents would consider to buy the product because of children preference and children’s persuasive act. Practical implications – Findings from this research can be applied in the retail and marketing service sector to give relevant information about children’s influence on parent’s purchasing decision. Originality/ value – This journal shows that research on packaging products is still very minimal in Indonesia and currently only addresses packaging products for adults. Paper type - Research paper

This essay describes and categorises the methods of marketing products to children. It finds they typically correspond to three of the traditional marketing P's, namely product, promotion, and place. It finds that the majority of marketing methods use product-extrinsic features, such as flashy design or in-box premia, to entice children to buy or pester their parents to buy. This shows a preference for peripheral routes to persuasion rather than a central route, which would extol the benefits of the products themselves, a method used which is reserved for adults. The essay continues by discussing the ethical issues that such methods raise, and the consequences of such practices. Finally the essay concludes with thoughts on how marketers can adapt to changing technology to become more ethical while staying profitable.

Design and Culture, 2018

ABSTRACT Mass-produced consumer packages are everyday objects that almost go unnoticed. However, by claiming things such as the essence of femininity or masculinity, they affect us and are co-creators of our reality. Based on visual ethnography, this article traces the representation of gender on mass-produced packaging during a time when male privilege is being challenged and female visual objectification is being questioned. The chosen products all have an intimate relationship with body care and the body’s functions. On some of the packaging, the biological differences between women and men are presented as scientific facts. On other examples, such as perfume packaging, gender is represented as decoupled from the body and part of an enjoyable choice of identity, as multiple, fragmented, and fluid. Such representations conceal power differences by making gender into a matter of consumer choice, while also illustrating the constantly changing nature of gender. Gender and package design are entangled processes that affect and change with each other.

This essay will take a quantitative research approach to study the language used to create discourses of gender in catalogue toy advertisements. For the purpose of this study an issue of Argos catalogue will be used to inspect the frequency of certain words in ad blurbs in the boys’ and girls’ separate toy sections. While fixed, ultimate conclusions are impossible to derive from such studies, this paper will attempt to discover the different ideologies that are aimed either directly or covertly at the readers. It will be argued that advertising can encourage an attitude of exclusion and separation between boys and girls by creating narratives that intentionally alienate the other group. Additionally, by grouping the frequently used words, the essay will try to identify different discourses related to the gendering of personal and professional life from early childhood.

IAEME Publication, 2020

Purpose-The purpose of this research is to understand the packaging product role in influencing children preference by doing a persuasive act that influence children's product purchasing decision by parents. Design/methodology/approach-This research used a quantitative method, and was based on the purpose of research to test the hypothesis. The questionnaire used in this research consist of 16 questions, referred to the questionnaire from previous research, which cover about packaging, preference, and buying behavior. Researcher used Structural Equation Model-Partial Least Square (SEM-PLS) method to analyze data and test the hypothesis. Findings-Children preferences influenced parent's product purchasing behavior. Children preferences influenced by character in product packages that attract their attention. In order to got those products, children would do some persuasive act towards their parents. And then, parents would consider to buy the product because of children preference and children's persuasive act. Practical implications-Findings from this research can be applied in the retail and marketing service sector to give relevant information about children's influence on parent's purchasing decision. Originality/ value-This journal shows that research on packaging products is still very

Journal of Macromarketing, 2020

In this introduction to the special issue on gender and macromarketing, we explore how gender research within the journal has remained “hidden in plain sight”; and, offer concrete proposals to build visibility for critical gender perspectives which explore markets, marketing and society. This introduction is divided into four sections. First, we examine existing research in the journal which has focused on gender. Next, we provide a summary of the eight articles published in this special issue. We then examine systemic gender inequalities and injustices currently evidenced within macromarketing. Finally, we proffer suggestions for future gender research directions within the journal, alongside our reflections on addressing the problematic gendered dynamics that persist within the journal and the Macromarketing Society.

In today's life packaging is one of the necessities of human life. Different types of packaging styles plays a vital role in the life of product. For the purpose of safety, handling, storage, mode of attraction, etc. In the views of product packaging gives them a unique identity which differentiate them from other products prevailing in the market. It helps companies to differentiate their products from their competitors. Packaging is also one of the most important factor of marketing system which influence the buying behaviour of the consumers. Every companies have their own range of packaging features such as style, colors, pattern, designs, shapes, fonts, symbols and information. This will helps the consumers also to easily differentiate their desired product from the other one. In other words we can say that packaging is not only fruitful for companies or business organization but also for the consumers which used them. This paper investigates the Impact of packaging on consumer buying behaviour. For this purpose the research had been conducted with the help of both primary and secondary database. In primary source the data is collected by the researchers own observations at different sources. And the Secondary data is collected with the help of comprehensive literature available in the form of secondary data i.e. Magazines, Journals, e-journals, Websites, Books, and Newspapers etc. After conducting a deep review of collected data findings are presented to understand the new dimensions emerging in the packaging of products.