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Presentation Title

Marketing Friendship to Tween Girls: A Study of Advertising Tactics and Consumer Behavior

Student Presenter(s) and Advisor

Candice Kosanke '14, Lake Forest CollegeFollow

Location

Young 423

Abstract

This study explores the ways in which ideas about friendship are linked to consumerism in markets targeted at “tween” girls. From friendship-themed products to products that encourage social interaction, the action of consumption is repeatedly associated with friendship. Some questions I address include: How do products offer promises of friendship? How do products encourage social activity among tweens? And most importantly, what becomes of tween friendship when it is so frequently associated with consumerism? Through literary analysis, participant-observation research, and semiotic analysis of ads, I assess how marketers encourage tweens that consuming products is essential to creating and maintaining friendships.

Presentation Type

Individual Presentation

Start Date

4-8-2014 9:00 AM

End Date

4-8-2014 9:40 AM

Panel

Panel: On Your Marks, Get Set, ADVERTISE

Field of Study for Presentation

Communication

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Apr 8th, 9:00 AM Apr 8th, 9:40 AM

Marketing Friendship to Tween Girls: A Study of Advertising Tactics and Consumer Behavior

Young 423

This study explores the ways in which ideas about friendship are linked to consumerism in markets targeted at “tween” girls. From friendship-themed products to products that encourage social interaction, the action of consumption is repeatedly associated with friendship. Some questions I address include: How do products offer promises of friendship? How do products encourage social activity among tweens? And most importantly, what becomes of tween friendship when it is so frequently associated with consumerism? Through literary analysis, participant-observation research, and semiotic analysis of ads, I assess how marketers encourage tweens that consuming products is essential to creating and maintaining friendships.