  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.
Chapter One – Introduction Purpose of the study Setting the scene Aims and Objectives Outline of chapters Chapter Two – Literature Review Introduction An overview of media issues relating to children Pester Power Character-based marketing and its effects Parental Issues Chapter Three – Methodology Introduction Research Objectives Research Philosophy Research Method Research Strategy Research Design Analysis of Research Research Implementation Sources of Bias Ethical Issues Limitations of Research Chapter Four – Analysis & Findings Introduction Categorisation Findings Chapter Five – Conclusion Introduction To determine if children are persuaded by cartoon characters What does this mean for marketers? Parental Concerns Further Research Recommendations References Bibliography How To Order 1. Select reference number market0039 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |