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Brainy Einsteins: A Qualitative Content Analysis of the Marketing of Baby Videos

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Abstract:

In the wake of Disney’s unprecedented offer of full refunds on Baby Einstein videos, the question remains: Why did parents assume these videos were educational in the first place? To address this question, this paper examined the marketing efforts of the top two “baby video” producers, Baby Einstein and Brainy Baby, to determine whether the companies implicitly or explicitly claim their products are educational, and how these claims are constructed. Utilizing qualitative content analysis, the Baby Einstein and Brainy Baby websites, print ads from both companies, and a Baby Einstein television commercial were examined within the framework of niche theory and brand equity theory. Results indicated that both companies’ marketing efforts fall into three general categories: educational, credible, and aspirational. Both companies appear to be fighting for the same consumers, however they do so using different strategies.

Most Common Document Word Stems:

babi (255), einstein (121), compani (93), parent (90), video (82), product (79), ad (78), children (75), braini (70), market (60), child (51), educ (51), use (42), learn (35), advertis (32), brand (30), websit (28), appear (28), 2007 (28), time (26), one (25),
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p403763_index.html
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MLA Citation:

Ryan, Erin. "Brainy Einsteins: A Qualitative Content Analysis of the Marketing of Baby Videos" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p403763_index.html>

APA Citation:

Ryan, E. L. , 2010-06-22 "Brainy Einsteins: A Qualitative Content Analysis of the Marketing of Baby Videos" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <APPLICATION/PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p403763_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: In the wake of Disney’s unprecedented offer of full refunds on Baby Einstein videos, the question remains: Why did parents assume these videos were educational in the first place? To address this question, this paper examined the marketing efforts of the top two “baby video” producers, Baby Einstein and Brainy Baby, to determine whether the companies implicitly or explicitly claim their products are educational, and how these claims are constructed. Utilizing qualitative content analysis, the Baby Einstein and Brainy Baby websites, print ads from both companies, and a Baby Einstein television commercial were examined within the framework of niche theory and brand equity theory. Results indicated that both companies’ marketing efforts fall into three general categories: educational, credible, and aspirational. Both companies appear to be fighting for the same consumers, however they do so using different strategies.


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