Case Study No. 3: The Independent Child-consumer
McNeal’s analysis provides a contemporary perspective on the marketing strategies employed during the time this record player was on the market. The RM110 and V211 models exemplify a then-emerging marketing philosophy that positioned children as an independent consumer demographic with aspirations of maturity and autonomy. In almost every advertisement for both the American model “V211” and its Canadian equivalent, “RM110”, portability is consistently emphasized as a defining feature that distinguishes the product from traditional home record players. This focus on portability was evident even in its earliest advertisements in both Canada and the United States (fig. 8 and fig. 20), reinforcing the idea that the record player was designed for youthful independence and mobility.First, the obvious satisfaction is produced by the items purchased, consisting normally of a wide array of sweets and a few inexpensive toys. The second dimension of satis- faction stems from the act rather than from what is purchased. In effect, the purchase act is evidence of ‘grown-upness’ (McNeal 1969)
Even more illuminating is an advertisement published in the Tallahassee Democrat on May 7, 1969—one of the record player’s earliest appearances on the market. The full ad copy reads:
The
MUSIC MAKER
4-SPEED
PORTABLE PHONOGRAPH
The perfect phonograph for young people who wnat* to be grown up. Big sound … big performance … modest price.
- 4-Speed Turntable
- Solid State Performance
- Rugged Polyethelene* Case
- Built-in Record Storage
- 3½-in. Dynamic Speaker
- Attractive Mod Styling
- Weights only 5 pounds. (fig. 24)
*Misspellings are from original copy
Here, the marketer’s intent is laid clear–this is a phonograph clearly aimed at preteens in the transitory stage in their childhood, aspiring to be recognized as equals by adults. This aligns with the broader marketing shift of the era, which increasingly acknowledged that "at the top of the youngster's hierarchy of needs is the need to be considered mature by adults” (McNeal 1969).