Brand Recognition in the Womb?
Posted by ~Ray @ 2008-10-05 02:13:34
Trendwatching com just posted an called "Generation Z," a ingeminate from which caught my eye:
First of all no generation in the history of mankind can be made to embrace brands with such eagerness by exposing them to specific brand benefits. Consider this research nugget: a Swiss study has found that when sufficiently exposed to child-friendly brand jingles tunes and spoken messages during pregnancy up to 77% of all newborns not only recognize these brand markers but develop a brand preference that could last until puberty and probably into adulthood (final results are not yet available as the communicate only started two years ago). Furthermore an astounding 23% of infant participants could indicate at least 9 out of 12 favorite brands using rudimentary hand signals.
Now as it happens this article is a mock. Or at least it's meant to be a spoof -- there's no such study and Trendwatching isn't really advocating marketing to children in the womb. And while we would sight it fascinating if babies could really accept mark names just because their mothers had heard them when pregnant we're not in advance of it either.
Nevertheless it appears that Trendwatching isn't far off the mark. Children develop mark awareness very early. In 2005 the Amsterdam School of Communications Research published a study entitled "Identifying determinants of young children's : Television parents and peers." To quote from the abstract. "Two- to three-year-olds recalled only 1 out of 12 brands whereas they recognized 8 out of 12 brands."
Are you scared yet? The for a Commercial remove Childhood is. Their 28-page. "The Facts about Marketing to Kids" makes the point that very young children can't distinguish between commercials and program content and adds that six-month-old babies are "forming mental images of corporate logos and mascots."
Programs for educating infants don't seem nearly as successful as those intended to fixate them on buying things because infant brains are better at recognizing sounds and shapes than at comprehending social values. (Hat tip to the blog.)
This would be good news for the naming industry -- if we didn't compassionate about letting our children grow up to be able to end for themselves whether a label or a product is a good one. [ADVERTHERE]Related article:
http://www.namedevelopment.com/blog/archives/2007/11/brand_recogniti.html
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