VietNamNet Bridge – Firms are targeting pre-school kids as part
of their marketing campaigns by sponsoring traditional commendation
certificates for good behaviour.
Mrs. Xuan from Hanoi’s Ba Dinh
District was surprised when her two-year-old daughter asked to eat Mikochi
instant noodles. At first she thought it was the effect of seeing advertising
on TV, or that her daughter was wanting to copy her friends.
However, after talking to her
child, she found out that the school where her daughter is studying issue
commendations for well behaved children which promote Mikochi instant noodles.
The daughter misunderstood that eating such noodles would mean she received a
commendation.
Mrs. Trang who has a children
studying at the same school as Xuan’s child experienced a similar
misunderstanding.
Her two year-old son insisted on
eating Mikochi instant noodles to get the commendation. The little boy assumed
the same system applied to other promotional programmes, such as buying Poca
snacks which offered cards depicting famous footballers.
Mai Anh, from Ba Dinh District’s
Ngoc Ha Street, said her son had recently wanted to buy school equipment from
the Truong Viet Company after its logo was included in commendations praising
obedient children at school.
“I can’t understand why the
school accept including the company’s name and logo on the commendation, it’s
lost its traditional meaning, as it’s been converted into an advert,” Mai Anh
complained.
Mrs. Anh’s child recently
expressed a preference for Ong Chua milk.
“My child has rickets and has to
use special milk under prescription. However, she refuses to drink any other
milk but Ong Chua, as she thought she’d get a commendation for doing so. This
is improper advertising,” Anh said.
Traditionally, such commendations
are given to children who have been well behaved.
Associate Prof and Dr Trinh Hoa
Binh, Director of the Institute of Sociology’s Centre for Public Market
Research said, “The phenomenon underscores some inappropriate forms of advertising,
it’s not acceptable to target pre-school children, and academic or behavioural
commendations should be advert-free.”
VNN/DTriNews
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