The Mass Decline Of Childhood Identity And The Social Implications Involved

No matter where children are or what they are doing they’ll always find some sort of advertisements. It can be when their casually watching television, reading a magazine or just playing games on their computer. Advertisements are different forms of communication whose purpose is to make their product known to the public. Marketers aren’t partial to certain people; they target anyone and every age group, but recently there has been an upsurge of advertisements aimed towards children. In Eric Schlosser’s article, Kid Kustomers, he demonstrates how child advertising has boomed by the tactics marketers use to get children to want and demand certain companies’ products.

In today’s media obsessed society, youth is greatly influenced by advertising. For example, Marketing to kids gets more savvy with technologies is how they ,“Online games like Webkinz show ads on the site draw youth to buy the product or just to look at it for ‘money’”. Because this tactic works, the ads are an excellent at make youth to talk about this and be annoyed. In Facts about Marketing to Children, it says, “Children pack 8.5 hours of media a day’, is what the Facts about Marketing to Children says.” Because children are on the media so much it is easy for marketers to advertise and get children to buy the product. “ Anne Lappe says that when her daughter grows up, and goes to a movie, the character might have a soda or fast food.”

One of the most successful marketers is quoted in the article “Get kids to nag their parents and nag them well”(260). In the initial few sections, he discussed the present time effects of the advertising on youngsters. Through this he contend that, previously, there weren't numerous child based marketing organizations that concentrated exclusively with respect to children and have their own kids' divisions, while now, they have huge amounts of organizations that makes a whole advertising division for the

“Congress should ban advertising that preys upon children, it should stop subsidizing dead-end jobs, it should pass tougher food safety laws, it should protect American workers from serious harm, it should fight against dangerous concentrations of economic power (Schlosser). People must wonder how is it that a fast food company has so much customers. Advertising is the answer. The power advertisers have to be able to influence so many people 's decisions and affect people’s lives especially the lives of young children is incredible. Advertisers know just who to target and they research how too. In Eric Schlosser’s book Fast Food Nation, Schlosser explains to the readers how advertisers use techniques to draw in customers. A technique used is the “cradle-to-grave” which focuses on children to make them lifelong consumers. Like many researcher, Schlosser, has found that advertising to children when they are younger makes them be loyal to the company, and a child 's “brand loyalty” may begin as early as the age of two (43). Fast food advertising reaches out and harms families everywhere. This is why it is crucial that the people to make changes in their lives and change the way fast food is affected us.

Every kid wants to be cool, and advertisers know that. This is the main idea explored by Juliet Schor in her article “Selling to Children: The Marketing of Cool”. This article originally appeared in Schor’s 2004 book Born to Buy: The Commercialized Child and the New Consumer. The author is an expert on the topic of behavior in humans and the economy, as she has taught sociology and economics at multiple universities. In her article, Schor explains to the reader how companies market to children, specifically through the lens of cool. Marketers achieve “cool” by various means, three of which are examined by Schor. In her article, Schor examines the ideas of street-culture, an anti-adult bias, and age compression and how they are perceived as cool in the world of advertising to children.

The author is very good at gathering specific data and examination. It is clear that Schlosser's purpose is to change the way you consume and the way you use cash, and additionally the way you think. Schlosser truly gives a flawless insight about his clarification upon marketing methods utilized on kids and in addition the reason for it. A marketing strategy plan to increment present deals, as well as future deals. “Growth in children’s advertising has been driven by efforts to increase not just current, but also future, consumption. Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases” (Schlosser, 2011, p.259). In this citation, Schlosser claim that advertising on kids could make a greater possibility of brand royalty, which will keep the kids on purchasing items from this brand for the rest of their life. The introduction fits the body of the essay, it was clear and effective. The introductions opened a lot of discussions about the essay and it made me want to know more about the

Eric Schlosser’s essay, “Kid Kustomers,” concludes and makes several strong points about the marketing on children. He starts his essay with a brief comparison that “twenty-five years ago, only a handful of American companies directed their marketing at children,” whereas today, “children are being targeted by phone companies, oil companies, and automobile companies…” He emphasizes and stresses the importance of having “Kid Kustomers,” because one important marketing strategy is to aim to “increase not just current, but also future, consumption.” Schlosser learns that ad agencies target children because they make up a majority of their sales. Throughout the essay, Schlosser not only gives marketing tips but also discusses the 7 different types

In the essay “Kid Kustomers” by Eric Schlosser, the author addresses how companies use advertising as a way to lure children into buying their products. The author eventually convinces the reader that children then influence their parents into buying the product as well. Schlosser incorporates statistics about how much McDonald's sold their happy meals to children between the age of three and nine. This is simply because children watch more tv and go on the internet more; therefore, they are more likely to see more advertising, and eventually pursue their parents to buy them the product. In an informative tone, the author is speaking to parents with young

In the past years advertising through media has significantly impacted the marketing industry. Industries have successfully accomplished impacting children through media by simply incorporating the four p’s of marketing, product, place, promotion, and price according to The American Marketing Association (EBSCO1). Nevertheless, companies thoroughly research information to learn what comes across as appealing to children. For example, companies advertising media incorporated attention grabbers including flashing banner ads, contests, sweepstakes, google sponsored links that matches the individual’s search history, tv commercials, are sneakily capturing the youth’s attention (Media). Cartoon network and Nickelodeon devote all their time entertaining and

Marketing and branding a product is a very practical practice for any business that wants to generate revenue, and ultimately become successful. Corporations have a plethora of methods to attract consumers to their products that they use to appeal to all demographics in order to maximize their profits. However, there is one demographic in particular that draws the majority of the attention from large corporations from its sheer size alone, children. During the course of this essay, information will be drawn from the views of Naomi Klein, Ann DuCille, “The Merchants of Cool” documentary, and Episode 14 Season 5 of The Simpsons “Lisa Vs. Malibu Stacy”, regarding methodologies of marketing that business use to make profits, that actually end up negatively affecting children.

In her article “Selling to Children: The Marketing of Cool” Schor discusses the techniques used by ad makers to manipulate children. She points out that marketers look at consumers to understand what is cool for youth—by tapping hip-hop and rap culture—and the reverse, creating a feedback loop. Also, Schor argues that cool is usually associated with an antiadult sensibility, and thus ads portray children with a blatant adverse attitude towards authority, such as parents and teachers by promoting an antisocial and mischievous behavior. Furthermore, ads are targeting kids using products and messages initially conceived for an older audience—strategy knows as age compression. A perfect example of this new trend is the Victoria’s Secret “Bright

With the use of behavioral psychology corporations are able to manipulate children by using market techniques aimed at attracting young children’s attention. Veldboom highlights the fact that even adults fall prey to such marketing tactics which promote impulsive spending. Young children who are not yet mentally developed have no defense against these motives. The paper goes on to site Psychiatrist Susan Linn who describes the marketing tactics as “precisely targeted, refined by scientific method, and honed by child psychologists...”. It is made clear by Veldboom that children are not only falling prey to tactics used on adults but that they are being exploited directly because of their inability to reason properly. According to Juliet Schor, an expert on consumerism and economics, children aged four to twelve account for nearly $670 Billion dollars of revenue. With such a large bulk of revenue in one area corporations based on the ideals of consumerism are motivated to attack these children in order to sell their

To consider children as consumers of Disney is not a new idea. Princess culture “includes a vast array of material objects and media representations, but also marketing rhetoric and weighty expert studies of children as consumers” (Orr 9). If a company gains the loyalty of a child then they have a customer for life. Marketing campaigns “that accompany each new animated feature” for Disney have admitted to “the targeting of children as consumers” (Lacroix 226). Not only do children consume Disney merchandise, like the toys marketed through McDonald’s Happy Meals, but they are also “taught to consume ideas” (226). Henry Giroux calls the films “teaching machines” and “producers of culture” (“Are Disney Movies Good” 53). Disney is the biggest producer of princess culture and the Disney Princess films “comprise five out of six top revenue-generating Disney films of all time” (Wohlwend 10). When it comes to Disney animated films, the princesses are the popular kids in school.

Marketing to children is not a new phenomenon; however, there have been many ethical debates on its rightness; is advertising to children a gentle persuasion of the innocent or a sinister threat to our society? There’s too much as stake if we remain silent and simply assume that marketing companies have our children’s best interests at heart; the truth is they don’t. This paper will explore to implications of marketing to children and the overall effects it has on our society. I will argue that advertising to children is a social problem. In the first part of my paper I will discuss why advertising to children is ethically wrong, I will then discuss what has changed; this will be followed by a discussion as to why it is a social problem and finally, I will conclude my paper by discussing what should be done to change it. Please note this paper is written in the first person as I have children and I have a vested interest in this topic.

I believe that marketing is a very strategic field and requires a lot of planning and brainstorming . The job of marketers is to promote an item to increase sales revenue, so its no secret that children are their biggest opportunity . Growing up as a child I could remember always asking my parents for any "cool toy" that was advertised on tv and my parents in exchange said "if you are good , I will buy it for you". Now that I am a older and wiser I fully understand why children are the primary audience for marketing. The reason being is , parents tend to spend more on their children than what they do for themselves. This not only includes children's necessities ,like clothing but toys and other desired items children want. I feel that