Monday, May 18, 2009

Why Advertising Works on Children

Along with "HIPPO" and "GIRAFFE," one of Helios' first spelled words was "TARGET" (that strip mall mini-Mecca where trains are sold). He also early on was able to recognize "STARBUCKS" (land of hot chocolate and scones) and "MCDONALD'S" (home of apple slices). Thanks to a few savvy marketers, he is now able to recognize "CLEAR" as well.

This past spring at the local mall, Clear Wireless introduced a promotional display. Wireless is boring enough to kids (and most adults) - even the Apple yuppie or some Intel factory bunnies can't make their products interesting to children. But Clear is smart. They slapped their logo on an inflatable "snow globe" with a cupcake inside and circulating sprinkles. If you've ever seen the chipmunk in Ice Age questing for its acorn, you have seen the wild, bug-eyed stare with which these two boys greeted this 7-foot high cupcake in a globe.

Once we got them to stop hugging the cupcake, we were able to get them to hug each other and take this picture. Don't mistake it for a sign of brotherly love - while those displays do occur, this was rather a flush of mad passion for sugary glutenous wonders manifested as a massive cupcake. The brother just happened to be there to receive some of the residual love.

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