Purpose -This research seeks to explore 3-5-year-old children's relationships with US commercial logos. Design/methodology/approach -The case study included a walk through a local store with ten preschool children and their mothers, interviews with the children, and a two-week diary completed by their mothers.Findings -Results indicate that, while preschoolers may not know brand names, they often know the product associated with a logo. When shopping, children often reached and pointed toward products at their level. As they recognized brands or products, children often commented on their associations or experiences with them. The diaries revealed a variety of television and film viewing choices for preschoolers and the daily occurrence of logo recognition throughout the environment.Research limitations/implications -Because this is an in-depth case study of ten children, the results cannot be generalized. Further study could focus on particular products or brands. The combination of examples set through shopping experiences and media viewing seems to point to social cognitive theory as support for how children are trained to become consumers.Originality/value -This research effort fills several gaps in the literature. It is a qualitative examination of a question that has previously only been examined quantitatively and, unlike in previous research, logos were selected systematically by using the top ten products advertised in the USA in addition to others that surfaced during research. This study also combines methods that have only been used individually before (i.e. flashcards, in-store observation and diary).
The need for hands-on learning in advertising education has been expressed for decades. With the increasing push toward live tweeting by brands, more attention needs to be given in advertising classrooms to opportunities for students to practice online engagement. In this study, a class "war room" simulation offered an experiential learning opportunity and gave students a taste of how brands and their advertising agencies are handling Twitter and other social media channels during major live events like the Super Bowl. This handson exercise could give professors another tool to help reduce the gap between academic knowledge and real-world skills. Through a post-event discussion and survey, students said they learned the importance of teamwork, client relationships and quick thinking. They were able to practice live tweeting on a client's behalf, interacting with followers and working under pressure.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.