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Keywords:

  • Branding;
  • children's consumption;
  • content analysis;
  • Christmas

Abstract

This study examines brand awareness (preferences) and request styles (communication approaches) at Christmas of Australian children and adults. The study is founded in the growing Santa Claus literature that has examined various issues related to gift giving and request behaviour at Christmas time. The study is based on the content analysis of 422 letters written by children to Santa Claus. The results indicate that children are brand-orientated in their request behaviour, adopt fairly meaningful request strategies and use visual imagery ie graphics in their communication strategies in their attempts to secure their requested gifts and specific brands. Copyright © 2002 Henry Stewart Publications Ltd.