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Children not old enough to read know and understand corporate logos

submitted on April 13, 2010 by WhattaDealBlog in "Member's Lounge"

The study, which involved 38 Australian preschool children ages 3 to nearly 5 years old, found that while the children were not yet able to read, they often knew exactly which logo corresponded with which brand. Certain logos -- including those for fast food chains (McDonald's), entertainment companies (Disney, the parent company of ABC News, and Warner Brothers) and cars (Toyota) -- proved especially recognizable. Others, including those for clothing (Nike) and personal care (Kleenex), fared considerably worse. (No children in the study recognized the Kleenex logo. Kleenex spokesman Joey Mooring said he was unfamiliar with the study but added that Kleenex's "primary consumer demographic" is "moms.")

The researchers were especially surprised to find children identifying brands whose marketing doesn't appear to target kids, including Toyota, which was recognized by 80 percent of the study's participants, and Shell, which was recognized by nearly 53 percent.

Its sad to say, but I totally understand this. I mean how many times do you see a logo or hear a commercial during the day?

I mean they have commercials, billboards, stores/products, in show or cartoon placements, and even now those mini ads on the corners during actual shows. And lets not even mention all the sponserships these companies due for cheap advertising their communities.

  • 59050
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    Posted by mooncow728 on April 13, 2010
    [reply] 5 0
    This does not surprise me at all. I have a 3 year old that DEFINITELY knows what McDonalds is. She also knows the Target dog but not the bullseye logo. Whenever she sees the Nike swoosh, she yells out MIKEY!!!! I know there are quite a few others too.

    If you want to see something sad, head over to and try to watch Moose and Zee on there. You get to watch 1-2 minute clips and then sit through a 20-30 sec commercial. I have never understood that.I especially love that most of the commercials are for make-up and hair color. Good way to teach my 2 little girls that appearance isn't everything.
  • 59069
    Posted by YanBz on April 13, 2010
    [reply] 7 0
    This is not exactly kids movie but it is so on topic!

    warning - adult language in the movie!

    Part 1:

    Part 2:

    • WhattaDealBlog
      Posted by WhattaDealBlog on April 13, 2010
      [reply] 5 0
      Not that I'm offended but FYI language warning on the video clips above. Cool
    • 59090
    • YanBz
      Posted by YanBz on April 13, 2010
      [reply] 4 0
      I was a bit put off by the fact but the Oscar "approval stamp" put me on ease. Smile
    • 59095
    • busant20
      Posted by busant20 on April 13, 2010
      [reply] 5 0
      Cool movie, Yan Wink
  • 59097
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    Posted by Solstice on April 13, 2010
    [reply] 3 0
    There are actually people who participate in what is sometimes called "brand corruption", where they purposefully remove the brand labels from their own products and clothing. (Wherever Possible)


    1. Removing the logos off of vehicles.
    2. Removing the embroidery logos off of clothing. (Using a Stitch Cutter)
    3. Taking off those giant leather like labels off of the backs of jeans.
    4. Scratching off the imprinted brand names from appliances.

    I read a book about this a while back, but I can't seem to recall the name of it right now. If it occurs to me later I'll be sure to share it.

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