Press Release - 13 June 2006 University of Bath
“Understanding how children perceive celebrities like David Beckham and the other brands they encounter will help us to formulate better policies on responsible marketing to children,” said Dr Agnes Nairn from the University of Bath’s School of Management.
“We asked the children to tell us about the things they were most into, and were surprised to find that even amongst 7-11 year olds the most intense discussions were about celebrities.
“This says a lot about our celebrity-obsessed society and supports the idea that celebrities like Beckham have become branded commodities that are available for consumption.
“More importantly, though, is the role that Beckham plays as a complex cultural figure used by children to discuss moral values and understand ‘good’ and ‘bad’.
“This realisation could help teachers create engaging materials for PHSE classes. For example, ‘Let’s discuss right and wrong today’ may not be very appealing to children but, ‘What do you think about Beckham being sent off?’ would not only be guaranteed to get their attention, but would also stimulate important debates.”
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