Girls' Responses to Advertisements Featuring Active, Passive, And Product-Alone Visual Portrayals (Survey‪)‬

INTRODUCTION The influence of the child and teen market segments in the US will increase over the next decade just as it has over the previous one. This increase will be partly due to additional youth spending and partly due to increased influence on family spending (McNeal, 1998; Zollo, 1995). From 1991 through 1997, the typical 10-year-old child had an increase in allowance of 46% to an average of $6.13 per week. That same child had a total average income per week of $13.93, an increase from 1991 of 76%. This total increase was due to allowances in part, but more importantly to earnings from household chores and from gifts. Children aged 2 to 14 years were estimated to directly influence $188 billion in spending in the US in 1997 (McNeal, 1998). Teens aged 12 to 19 years old have nearly $100 billion in total annual spending power. Teenaged girls specifically have about $34 a week to spend and typically spend more of their family's money than do boys (Zollo, 1995).