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[ecrea] "Children, Adolescents and Advertising" ECREA Symposium

Wed Apr 15 13:42:16 GMT 2015

*"Children, Adolescents and Advertising" ECREA Symposium.*
Advertising Research ECREA Temporary Working Group
Complutense University of Madrid (Spain)
5th-6th November 2015
 From the perspective of advertising, children and adolescents are
highly attractive target groups. They are particularly receptive to new
ideas and at the same time they are loyal to their favourite brands.
Brands already established in childhood are often used for a lifetime.
In the process of their development children and adolescents constantly
look for orientation. The enticing lifestyle images advertising stages,
therefore, fall on good soil. In order to find out what is "hip" mature
audiences draw heavily on the younger. For advertisers children and
adolescents work, as it were, as brand and product ambassadors. Of
course, children and adolescents have considerable purchasing power of
their own.
As a result of changing media consumption patterns among young audiences
many advertisers have adjusted their strategies in targeting children
and adolescents. Especially in digital media product messages are linked
to popular content. No brand appealing to young audiences comes without
digital "entertainment gifts": Online games, free music, movies,
e-cards, screensavers, exclusive reports about stars, or new products.
Above all, the food industry is pushing this development with a lot of
pressure and speed. Many of these new forms of "hybrid media content"
caught between advertising and entertainment make it difficult for
children and adolescents to identify commercial messages correctly.
What are the risks of these new strategies that the advertising industry
applies? Which new phenomena can be observed? How do advertisers,
children, adolescents and parents react to the changing conditions of
commercial communication in the digital era? These questions are focused
on at this year's meeting of our TWG in Madrid.
Further, in addition to the examination of the conference theme, this
year’s meeting wants to provide a forum for current theoretical debates
as well as empirical studies. Therefore, open panels will create space
for innovative contributions. Submissions should provide special
relevance or news value for the field of advertising research. We invite
all colleagues, especially non-members of our TWG, to present
interesting aspects of their current work.
The conference will consider both theoretical and empirical papers in
form of abstracts for double blind peer reviews.
The conference also welcomes panel proposals consisting of 4
presentations. Authors should provide a 500-words abstract for a single
paper proposal. Please note the author names and affiliations on an
extra cover sheet followed by an anonymous abstract page. In all cases
the panel proposals should consist of a panel abstract (500 words), in
combination with abstracts for each of the individual presentations (500
words). Complete panel proposals only– consisting of 4 papers and a
panel abstract – are considered for presentation. No more or less than 4
presentations should form a panel proposal. The proposals should
indicate a panel chair or respondent.
The conference language is English. Submitted abstracts preferably
conform to APA 6th reference style. All contributions should be
submitted electronically in Microsoft Word, Rich Text Format or PDF
format to:
(Teensandads /at/ <mailto:(Teensandads /at/>

Submission deadline for abstracts (paper and panel proposals): May 30th
2015, 24.00 CET
Notification of acceptance (paper and panel proposals): June 30th 2015

Registration and Reception:
The fee for registration will be 90 Euro. Students: 45 Euro
Faculty of Media & Communication Science Av. Complutense s/n 28040
Madrid (Spain)
Conference Days: 5th-6th November 2015
Patricia NuìnÞez (Chair) – (pnunezgo /at/ <mailto:(pnunezgo /at/>
Sarah Kohler (Vice Chair)– (sarah.kohler /at/
<mailto:(sarah.kohler /at/> Guido Zurstiege (Vice Chair) –
(guido.zurstiege /at/ <mailto:(guido.zurstiege /at/>

*María José Establés*
*PhD candidate at University of Alcalá*
*Visiting postgraduate fellow at Bournemouth University*
*@marich <>*

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