Brands and logos leading to schoolyard bullying
Monday, 11 Aug 2008 08:56
Bullying caused by failure to get the right logo
Children are highly influenced by brands and logos, according to a new poll of teachers, with those unable to afford the latest trends being bullied.
Figures from the Association of Teachers and Lecturers (ATL) show 93 per cent of teachers ranked brands as a major influence over what children buy.
Some 91 per cent cited peer pressure and 77 per cent said children's decision were influenced by logos. Some 75 per cent said children's choices were influenced by celebrities.
The research also showed those children not fitting in by affording the right brands and logos were being isolated by their peers – a trend noted by 46 per cent of teachers.
"Goods identified with 'cheap' logos become the brunt of regular name-calling and bullying. The 'geek' is isolated," said a teacher from a school in Derbyshire.
Teachers identified advertising as leading the demand for branded goods, with 98 per cent saying advertising directly targets children and young people and 73 per cent saying marketing and advertising aimed at children has increased in the last ten years.
Ann Seddon, from Manor Field Infant school in Hampshire, said: "A lot of advertising companies blatantly target children without any consideration for the parents of those children."
The report also claims advertisers are using children to target parents.
Some 64 per cent of teachers said children have a considerable influence on the purchase of food, branded goods, entertainment and holidays.
Dr Mary Bousted, general secretary of the Association of Teachers and Lecturers (ATL), said: "It is incredibly sad to hear how many youngsters are bullied or isolated for not having the same clothes or accessories as their classmates.
"Advertising and marketing have made our society increasingly image-conscious and our children are suffering the consequences."
She added: "Schools and colleges should be places where all children feel equal, but it is virtually impossible for schools to protect their pupils from the harsher aspects of these commercial influences.
"We are worried these pressures will further intensify as schools and colleges look for more help from commercial sponsors to provide IT, sports and science equipment, teaching materials and food. "
Advertisers, meanwhile, have called for the effects of advertising to be placed into a larger context.
Sue Eustace, director of public affairs at the Advertising Association, said: “Advertising and marketing are just a small part of a much wider range of influences on children in today’s consumer society. Children’s attitudes and values are primarily formed by the culture they live in and their personal contacts - their families and friends."
She added: “The advertising industry in the UK takes a responsible approach and there are strong and effective advertising controls that require special care to be taken as regards children.
"Advertising brings many benefits - it improves consumer choice, ensures a diverse and pluralistic media and helps fund cultural and sporting events such at the Olympics."