How Do Cartoon Movies Construct Children's Consumption Habits for “Special Days”?

How Do Cartoon Movies Construct Children's Consumption Habits for “Special Days”?

Elif Esiyok (Atilim University, Turkey)
DOI: 10.4018/978-1-5225-8491-9.ch006

Abstract

Cartoons, which are widely watched in childhood, are not only a means of entertainment but also a means of spreading certain ideologies, cultures, or habits. Cartoons, a product of popular culture, are also effective in determining consumption habits. From this point, a certain cartoon is analyzed in this study to see how consumption habits for special days are constructed. The sample of the study consists of a series created by Disney, Mickey Mouse's Clubhouse, and through purposeful sampling “Valentine's Day” chapter is chosen. The selected cartoon is examined through using semiotics analysis method. The findings of the current study indicated that the importance of Valentine's Day is emphasized through the use of feelings. The action of giving and getting a present is showed as a reason to become happy and the opposite situation is shown as a reason to be upset.
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Children As Consumers

Today children are one of the most important target audience for marketers. 1930s known as the first years that efforts started to direct to understand the child’s perspective and preferences against products and services to tailor specific products to children (Cook, 2000). Today also there are many different types of products which aim to attract children. Some of these tailored products could be listed as kid’s meals, kids TV channels, toy shops, kids clothing shops, hairdressers for kids, movies for kids and etc. The investment to attract the kids as a consumer is a reason of the increase of children’s power in the market as consumers. This child market is comprising the young people up to the age of 12 (Furnham and Gunter, 2008:1).

Gunter and Furnham (1998: 2) mention that “given the size of the teenage market, especially, in terms of spending power, considerable attention has been directed towards understanding the types of products and services they purchase and the extent to which they influence family purchase decisions”. From this proposition, it could be concluded that children both have purchasing power by their own and at the same time influence their families’ decisions during the purchasing process.

Key Terms in this Chapter

Consumption: The action of buying or using a product.

Pester Power: The ability that children have to influence their parents’ decision by pestering when deciding or purchasing something.

Cartoon Movie: Animated movies.

Special Days: the days which are celebrated each year by the people around the world. these days could be birthday, Valentine’s day, father’s day, mother’s day, Christmas, and Halloween.

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