Joe the Camel most easily recognised by children According to Paul Fischer, young children see, understand and remember advertising. Given the health consequences of smoking, the exposure of children to tobacco advertising (such as Joe the Camel) may be a health risk.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2018). The mark or mark type is shown in brackets.

1. Marks: 1 mark for basic answer e.g. identification. +1 mark for elaboration/example.
2. Most likely answer (other appropriate responses to be credited): The extent to which people are able to identify a brand by its attributes such as a logo, slogan or colour.
3. Marks: Question always requires two 'things'
4. 1 mark basic answer. 2 marks elaboration, twice.
5. Max 2 marks if only 'one' is answered.
6. Most likely answer (other appropriate responses to be credited): Children are major consumers from a young age: food, toys and games, etc.
7. Children influence household decisions, maybe what a family will eat, where a family will go, etc.
8. Children are consumers of the future, and brand awareness in children may transfer to adulthood.
9. Marks: 1 mark basic answer. 2 marks elaboration, twice.
10. Most likely answer (other appropriate responses to be credited): Joe the camel is a cartoon character and so is more child friendly;
11. Joe the camel suggests the package contents are for children rather than adults;
12. following Bandura et al. (1961) children observe adults with cigarettes and although they may not copy an adult smoking they will imitate 'smoking behaviours' to be like an adult. This is made worse when associated with a cartoon character.
13. Question always plural of each argument. Question always requires conclusion.
14. 1 mark for each for/against argument up to 4 max.
15. 1 mark for conclusion.
16. Note: If three (or more) arguments for one side, best two credited. If one argument only, max 2 marks.
17. Most likely answer (other appropriate responses to be credited):
18. Advantages children are young and naïve and so are more likely to behave naturally, even in laboratory experiments.
19. children will not question what is happening.
20. children are consumers so studies involving children are as appropriate as adults as participants.
21. Disadvantages children may not understand complex instructions and if they do... they may not be able to explain what they are thinking or how they feel.
22. children may not exercise the right to withdraw; they may not understand a debriefing.
23. children may be psychologically harmed by a study which may not be evident for many years.
24. Conclusion: (a decision reached by reasoning) any appropriate conclusion drawn from the discussion that has been presented.
25. Marks: 1 mark if appropriate. 0 marks if the conclusion repeats what has already been stated.