CALL FOR PAPERS

Children, Adolescents and Advertising

Advertising Research TWG
Complutense University of Madrid, Faculty of Media & Communication Science
ECREA Symposium | 5th-6th November 2015 | University of Madrid - Spain

CALL
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.

OPEN PANELS
Further, in addition to the examination of the conference theme, this years
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.

GUIDELINES FOR CONTRIBUTIONS

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@gmail.com

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

CONFERENCE
Registration and Reception:
The fee for registration will be 90 Euros. Students: 45 Euros
Venue:
Faculty of Media & Communication Science
Av. Complutense s/n 28040
Madrid (Spain)
Conference Days:
5th-6th November 2015

Patricia Nez (Chair) pnunezgo@ucm.es

Sarah Kohler (Vice Chair) sarah.kohler@uni-muenster.de
Guido Zurstiege (Vice Chair) guido.zurstiege@uni-tuebingen.de