Children are targeted through the use of cute phrases, animated characters, and toys in these competitive advertisements. Many types of food have a phrase associated with them. Commercials use these phrases to implant their product into the audiences memory. Goldfish crackers are an example of one these products. This is the theme to a well known commercial which advertises Pepperigde Farm goldfish crackers.
Children sing the phrase over and over throughout the entirety of the commercial.
By the time the commercial ends the line and product are inevitably stuck in a persons mind. Another example of a product with an addicting phrase is Oscar Meyer bologna. Instead of this song selling the product itself, its aim is to sell the brand. The Oscar Meyer company has had auditions for the next Oscar Meyer child. Again, their goal is to sell their brand.