What advertisers know about Tweens...

“’Tween’ is the designer label of the hour, with a fresher sound than the hand-me-down ‘preteen,’ a shinier look than the shopworn ‘teen’ and a cooler aura than ‘kid.’” (Hulbert, 2004, p. 31)

Reflection:  How do marketer's understanding of tweens impact our understanding of the age group?

Subjects: Advertising to Tweens, Tween Trends, Tween Indentity Building

           Hulbert takes a look a tweens from a marketing point of view in her article.  Her view is heavily based on a presentation given by IDEO, a design company from Palo Alto, to manufacturing companies such as Hasbro.  Hulbert argues that marketing advertisements have created a generation of fashion and fad focused tweens by eroding at children’s ability to “sublimate their urges into creative and cognitive achievement” (2004, para. 4).  Instead children are encouraged to channel those energies into collecting and trading items (Hulbert, 2004) which may create the constant need to acquire material things.  Isn’t it interesting that manufacturing companies understand a tween’s innate need for a large variety of choices that helps them shape their identity?

          I don’t think that Hulbert is too far off the mark when I look at TV shows such as MTV’s My Super Sweet 16  and Laguna Beach: The Real Orange County.  So called “reality” shows sending the message that shallowness, fashion, partying, and beauty are the norm.  While older teens or adults may watch these shows and laugh (or cringe) at the outrageous antics and viewpoints of some of the characters, tweens may interpret it as something to strive for.  The American Academy of Child and Adolescent Psychiatry (AACAP) states that during the tween phase of development it is normal for them to struggle with a sense of identity, to feel awkward about their body, and feel increased peer pressure about clothing.  We need to ask ourselves, during this time when they are struggling with these issues and just starting to develop their sense of self, do we really want “reality” show stars such as mentioned above to become tween role models?

          Hulbert warns in her last line that parents also act as role models for a tweens behavior.  Though she was talking more about fiscal responsibility, it is equally true that parents are role models for all other types of behaviors and thinking.  It is the parent who allows a tween to have a TV or computer in their room.  It is still parents providing tweens with the majority of their spending money.   

References:

Hulbert, A. (2004, November). Tweens 'r' us. New York Times Magazine, 6.31.  Retrieved September 23, 2010, from ProQuest Newsstand. (Document ID: 749942491).