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Toy advertising is the promotion of toys through a variety of media. Advertising campaigns for toys have been criticised for trading on children's naivete and for turning children into premature consumers. Advertising to children is regulated to ensure that it meets defined standards of honesty and decency. These rules vary from country to country, with all advertisements directed to children banned in some countries. ==Campaign intentions== As with all advertising campaigns the intention is to sell a company's product. Adverts for toys frequently promote the sale not just of one individual item but an entire range of toys. Toy advertisements are aimed at three particular groups: children, parents/grandparents, and toy retailers, with different methods for each. Products are often brightly coloured, fast moving, or associated with famous characters from film, TV, or books. Packaging can enhance the attractiveness of a toy. When advertising toys to adults, the educational benefits to the child are often promoted. Children up to the age of five can find it difficult to distinguish between the main program and commercial breaks. This is particularly so when a toy range is linked to a television series they are watching. Many children do not understand the intentions of marketing and commercials until the age of eight.〔Patti M. Valkenburg & Joanne Cantor. (2001). The development of a child into a consumer. ''Journal of Marriage and Family 63'', 655–668.〕 Media literacy programmes such as Media Smart are being used to help children understand and think critically about advertising.〔http://www.mediasmartworld.com/〕 Children are not easily persuaded to want something. Advertising is only part of the picture. Children's interests in a particular toy are likely to arise from word of mouth and peer pressure. Two-year-olds spend about 10% of their time with other children. This rises to 40% between ages 7 to 11.〔K. A. Updegraff, et al. (2001). Parents' involvement in adolescents' peer relationships: A comparison of mothers' and fathers' roles. ''Journal of Marriage and Family 63'', 655–668.〕 The term "pester power" refers to children nagging their parents to buy a product. Some children will repeatedly ask them to buy a toy they want, and such insistence often leads to a purchase. There is regulation 〔http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2005:149:0022:0039:EN:PDF〕 in place that bans advertisements from directly exhorting children to buy advertised products or persuade their parents to buy the products. Advertisers sometimes try to stimulate word of mouth promotion of products. Many toys are directed towards one specific sex and advertising is tailored to meet their particular needs. There are biological as well as social and cultural reasons for boys' and girls' different toy preferences.〔Gerianne M. Alexander, Teresa Wilcox, & Rebecca Woods. (2009). Sex differences in infants’ visual interest in toys. Archives of Sexual Behavior, 38, 427–433.〕 Like other consumer products, toys may also be offered as sets. While each one may be affordable, it may be an investment to "collect them all". 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Toy advertising」の詳細全文を読む スポンサード リンク
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