An Investigation into the Language used in Children’s Advertising

Contents

Hypothesis

Introduction

Methodology

Analysis

Conclusion

Evaluation

Bibliography

Appendix

Hypothesis

In my investigation I am going to analyse the language used in children’s television advertising looking specifically at whether the language used is aimed primarily at the children or their parents.

Introduction

I have chosen to look at the language used in children’s advertising because I am interested in how the language of advertising can be used to influence children and their parents and am specifically interested in trying to analyse this for girls. I hope that I can also draw on my own early experiences to help me with
Every time the sing song voice is used it is delivered in the same way, in the same tone of voice and is to the same tune. This shows prosodic features: the effect of the sing song voice followed by the child’s statement is almost one of versification, in the pattern of 1, 2, 1, 3, 1, 4, 1, 5.

The language used in the advertisement along with the visual triggers are likely to create desire for the product and if the parents feel that it will encourage their children to be caring and responsible then their purchasing decisions are likely to be influenced. It does encourage caring as the child playing with the doll makes the doll better and also reinforced caring by the use of caring language such as ‘Mummy be your doctor’, ‘Mummy make me better’, ‘Here’s your medicine’ (sing song voice) and ‘I love you’ (little girl).

The language in this is not openly manipulative but the constant repetition of the name of the doll, ‘Mummy make me better’ will ensure the child remembers the name of the product even if they are quite small, and will want it. By casting the little girl as the Mother figure, and using the sing song voice to indicate the little girls role i.e. ‘Mummy make me better’, ‘Mummy loves her daughter’, it encourages the child to want to take on that role.

I feel that this advertisement reinforces the traditional gender behaviour patterns because the little girl playing with the doll is being