Children - Floating Signifiers of advertising

It is essential for us marketers to understand the phrase or concept termed ‘Signifier’ with respect to marketing communication. ‘When an object or image is shown in a particular context in order to refer to some underlying meaning, it is a signifier of that meaning’. For instance, the use of Yuvraj Singh in marketing communiqués may signify the meaning of style, performance, etc. Marketers need to be vigilant while strategically placing these signifiers within the framework of a particular advertisement, through which they would be able to transfer meaning from the signifier to the product being communicated.

The focus of this post is on children being portrayed as floating signifiers. Commercials featuring children attempt to convey different sets of emotions and meaning which the kid being showcased in the Ad is intended to represent. These kids are expected to prompt a certain feeling or concept which has been tapped pretty well by most marketers. The most relevant feeling or emotion of the audience (target market) that a child can often tap is the cute, heart-warming attraction towards himself/herself and in turn towards the product being advertised. Children are also used in advertisements as referents to the future, purity and innocence, responsibility, chaos and fun. Check ads of Airtel and Vodafone that have been victorious in winning consumers’ attention. Having said this, it is an uphill task or an impossible one for marketers to appeal to audiences’ other emotions which could be - sense of identity with the endorser, confidence in the endorser, etc considered very vital in creating an unforgettable brand

However, it needs to be made clear that a child to become a regular brand endorser is difficult as the audiences tend to negate repetition, hence lowering brand recall and awareness. Children are better of being used as brand faces than being employed as brand ambassadors.

And remember everything depends on the context (product being advertised, target audience, brand positioning, etc.)!!