Marketing to Children

1352 WordsMar 13, 20066 Pages
Kaitlin Schultz April 20, 2005 Prof. Kovach Response Paper Marketing Children Child obesity is a growing problem in today 's society. "On average 28% of girls age 6-11 are overweight." Pediatricians are now seeing more and more children with high levels of cholesterol, high blood pressure, and adult on-set diabetes. In 1997 American children obtained 50% of their calories from added fat and sugar and only 1% of children 's diets resembled the recommended proportions of the Food Pyramid. The amount of money that is spent marketing to children is outrageous. Companies purposefully market to the young children 's tastes in a variety of ways through package design, typefaces, pictures, and content. Key elements for successful…show more content…
Marketers understand that no child is too young to be targeted by television; many of these programs are linked directly to commercial products. For example, Burger King then McDonald 's sponsored the public television show "Teletubbies" (show for toddlers). McDonald 's distributed toys of the four characters in their happy meals. It is estimated that advertising for children has now reached over $1 billion. The most common advertised foods seen are not surprisingly low in nutritional value; products such as, presweetened breakfast cereals, candy, fast food, sodas, cookies, and chips. Its safes to say the money isn 't being spent on advertising of fruits, vegetables, bread, or fish. Another largely upsetting report found that food commercials stimulate "antisocial" behavior in children. "Commercials aimed to children are overly dependent on socially negative material, violence, conflict, and/or trickery." Food companies purposefully entice children by placing logos on toys, games, clothing, and school supplies. They even go as far as to sponsor clubs, produce magazines, buy time in movies, obtain celebrity endorsers, and add their logo to baby bottles. For example, McDonald 's offers cups, toys, placemats, movie coupons, special toys, and logo labeled items for all occasions. Some companies now sell counting books to young children that require the purchase and use of the brand-name. Regrettably, "they teach children to count
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