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To What Extent Do Cartoon Characters Influence Children And What Implications Does This Have On Parents?

Ref: market0039

Cartoon characters are seen as inspirational heroes or heroines to children. Despite this, parental concern has grown to the effect cartoon characters are having on children’s products. This dissertation will look to examine the influence of cartoon characters on children’s packaging and the surrounding implications for parents. The examination of cartoon characters and their impact on children will be approached through qualitative research in order to gain a rich source of information. Qualitative diaries and parental questionnaires will seek to provide the research with evidence to support the research question. Packaging diaries will look to compare cartoon based packaging against plain packaging to establish an extent of influence from cartoon characters to children. The parental questionnaire will seek the thoughts and feelings from parents with their main concerns over cartoon characters and the promotion of certain products. Research demonstrated that children were heavily influenced by cartoon characters due to their familiarity with the cartoon or simply based on the colour and appearance of the packaging. Pester power plays a huge role where cartoon characters were concerned and many parents stated this was becoming a problem mainly due to the fact that these products promote unhealthy eating. Age and gender show a significant role where younger children aspire to be cartoon heroes or heroines. The study identifies that children do show strong connections with cartoon characters. It is possible to suggest that many build relationships with them as they are seen to be surrounded by masses of media where children are unable to lose sight of the extensive exposure. Marketing is seen as such a powerful tool however marketers need to be aware of the regulatory environment which is subject to change when considering the strict regulations on advertising to children. Marketers, parents and the government need to form a compromise in order for cartoon characters to remain as positive without seen the withdrawal of cartoons altogether.

  • 10,000 words – 65 pages in length
  • Excellent use of literature
  • Good in depth analysis
  • Well written throughout
  • Ideal for business and marketing students


1 – Introduction
Purpose of the study
Setting the scene
Aims and Objectives
Outline of chapters

2 – Literature Review
An overview of media issues relating to children
Pester Power
Character-based marketing and its effects
Parental Issues

3 – Methodology
Objectives
Philosophy
Method
Strategy
Design
Analysis of Research
Research Implementation
Sources of Bias
Ethical Issues
Limitations of Research

4 – Analysis & Findings
Categorisation
Findings

5 – Conclusion
To determine if children are persuaded by cartoon characters
What does this mean for marketers?
Parental Concerns
Further Research
Recommendations

References

Bibliography




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