Preview

Child Consumerism

Good Essays
Open Document
Open Document
725 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Child Consumerism
A Life of Advertising

Dear Editor,
Children have become their own category of consumers. According to Kids Health, a child takes in an average of 40,000 television advertisements a year and about 3,000 general ads a day, and on average there are eighteen minutes of commercials per hour of television (Kids Health). With advertisements and images coming from all mediums and being constantly projected in front of children’s faces, it is bound to have an impact on them. This impact is mental, physical, short term and long term. Today, because advertisements seem so appealing and are so regular, they are becoming a large part of a child’s everyday life and are creating an image of what the youth should be, affecting their identities, as well as altering the basic nature of children. Television is playing a major role to create a materialistic generation and parents need to redirect their children from the path they are being led down by marketers.
These marketers have begun to target children, and part of what marketers do is study children and their interactions, like lab rats. Through these studies marketers have recognized the buying power that children have developed. According to Global Issues, businesses spent $15 to $17 billion dollars on advertisements directed at children up to the age of eleven. These kids are being targeted and 80 percent of businesses have a strategy that is directed at this age group. Children’s personal buying power has not only grown but also their influence on what their parents buy them. It is no longer the simple things like a baseball glove that children desire but it’s ipods, cell phones, and x-boxes which are much more expensive things to buy. Global Issues also said that between kids and teens parents were pressured to spend up to $670 billion dollars. These numbers are expected to grow as prices rise and more media is being directed at children.
The media will continue to affect our society forever and we can’t



Cited: Consuming Kids. Dir. Adriana Barbaro and Jeremy Earp. DVD. Media Education Foundation, 2008. Premier. Web. 21 Nov. 2009. <http://http://proxy.foley.gonzaga.edu:2048/login?url=http:// Web. 20 Nov. 2009. <http://kidshealth.org/parent/positive/family/tv_affects_child.html#>.

You May Also Find These Documents Helpful

  • Good Essays

    One Fat Target Summary

    • 449 Words
    • 2 Pages

    In this article I learned techniques that advertisers use to fool children into wanting a certain product. I can now also see a better picture of the parents side and how limited their control is.…

    • 449 Words
    • 2 Pages
    Good Essays
  • Better Essays

    I have first-hand experience with advertising impacting my views and opinions. Jean Kilbourne, in Killing Us Softly IV, speaks about the influence that advertising has over people. According to Kilbourne, everyone feels equally unaffected by advertisements, when in reality, their effect is quick, cumulative, and subconscious (Killing Us Softly IV). This illustrates that advertisements sell more than just a tangible product: they sell ideas that we do not even realize we are absorbing. This understanding makes me think to how advertising affects children. When I was a child, I used to watch commercials with awe, falling into their trap of…

    • 2294 Words
    • 10 Pages
    Better Essays
  • Powerful Essays

    Calvert, S. L. (2008). Children as consumers: Advertising and marketing. The Future of Children, 18(1), 205-234. doi:10.1353/foc.0.0001…

    • 1186 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Central Idea: Marketers love teens because they easily spend money on “luxury” items such as clothing, electronics, and music. They mostly make their purchase decisions independently, have significant influence on family purchases, and companies know that once they have “branded” a child, they are likely to be customers for life. They reach kids by advertising in magazines, movies, TV shows, and on the internet. Companies get info about kids spending habits from internet “quizzes” and “surveys”. Marketers know how to capitalize on important teen issues and anxieties, like body image, peer acceptance, coolness, and need for power.…

    • 1683 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Especially when advertisements are toys such as big electronic cars, beautiful and lovely dolls, they entice children to have one of these toys. While these toys are almost expensive and their parents are not able to pay for them his huge amount of money just on a toy. In most of thses situations children start to cry ot nag for a long time and drive their parents intorelable; so, they have to buy these toys for their children hesitately. This aspect of advertisements have two main bad effect on children: first, they squander high amount of money, and second, they learn that they can earn everything they want by…

    • 519 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    M&a Law

    • 664 Words
    • 3 Pages

    Children are increasingly the prime targets for marketers because they have a significant influence over family purchases (Marwick, 2010).…

    • 664 Words
    • 3 Pages
    Good Essays
  • Good Essays

    The average American youth spends 1,500 hours watching television and in those 1,500 hours they will view an average of 20,000 thirty-second commercial advertisements. Norman Herr, Ph.D., Television Statistics (2007), http://www.csun.edu/science/health/docs/tv&health.html. Many of those advertisements include an array of alcoholic beverages, scantily dressed actors or actresses promoting sought-after clothing brands, and popular children stars or cartoon characters promoting fast food chains. Along with the fore-mentioned products there are commercial advertisements promoting violence and unsafe acts. The latest trends in advertisements have led to lower morals, a higher obesity rate, an attitude of materialism, and alcohol consumption amongst America’s youth. There is currently a very toxic relationship between television advertising and American youth.…

    • 1089 Words
    • 5 Pages
    Good Essays
  • Good Essays

    According to the article, “Marketing to kids gets more savvy with new technologies”, it describes that kids use $1.12 trillion of spending money on products. While in the article, Facts About Marketing To Children it states that advertisers spend $15 billion on advertisements towards children. This means that it creates an enormous amount of profit for them, just from targeting kids. Advertisers are able to make the money, off of children's cluelessness of the real industry of…

    • 567 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    The article chosen for review is “Kid Power” by Katy Kelly and Linda Kulman, U.S. News & World Report. It was posted on September 5, 2004. The article discusses the psychology and marketing that is accomplished by major companies. Advertising companies spend over $15 billion a year telling kids what is hot and what they need to buy. Kids are surrounded with carefully researched messages and marketing telling them what to do. The parenting style has become more flexible and less authoritarian in the last 25 years. All this tiny consumers in United States will recognize logos at the age of 18 months and by 2 children will ask products by brand name. It should be noted that a child will watch 40,000 commercials every year and some parents reported that the baby’s first words was not “mama” or “dada” but “Coke”. United States with only 4.5 percent of the population buys 45 percent of the global toy production. American kids will get an average of 70 new toys a year. Kids will influence the family decision buying power of parent by 670 billion worth of purchases, small items such as which snacks to buy and large items as a SUV for the family trips with the kids. If we compare the military budget in United States is 418 billion, much smaller than the kids buying power. There is a strong opposition to this barrage of advertising by many fronts. That is why marketers count on kids to nag parents to the point of purchase. The American Psychological Association added its voice to that of the American Academy of Pediatrics is reporting that advertising is directed toward children and is deceptive and exploits children under age 8. Also, the APA says that before the age of 4 or 5, kids can not distinguish between a show and a commercial. In the future most likely we will see legislation to curve the limit on advertising to…

    • 330 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Consuming Kids (Summary)

    • 420 Words
    • 2 Pages

    This survey was born out of concern that there are few statistics on the effects of marketing industry 's impact on our youth. Just as the article on "Consuming Kids" raises awareness about children being lured into believing they can 't live without things and the problems rising out of it. This survey makes us aware of how this market is willing to sacrifice the sanctity of family life by undermining the parents via their television while children watch mega hours of uninterrupted commercials aimed at them. These surveys were compared with a couple of sparsely completed other ones. The respondents felt that problems such as: aggressiveness, materialism, obesity, lack of creativity, overly sexualized behavior and self-esteem, were detrimentally influenced by the youth marketing industry.…

    • 420 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Now advertisements are made to be irresistible to children. Product placement is everything. Advertisers make it so children almost have to see these images every day. The Barbie advertisment I discovered was placed on the front of a Toys R Us advertisement, the reasoning behind this being that they know kids look at Toys R Us ads. The colors incorporated in the advertissment are bright pinks and blues and the shadowing makes evveerything pop. Kids are looking for vivid colors, newness, and whats the most exciting products and that's what advertisers target. Advertisers study children like scientiestss now. Products have now also gone from I want them, to I need them. Youth are being used as profit because now wwhen theey want something parents feel like its their job to do so. Advertisers also target parents and make it seem asif they dont get a certain product for theeir kid they are failing as aa parent.…

    • 358 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Do advertisements really influence America’s youth? According to many pediatricians, “Research has shown that young children – younger than 8 years old – are cognitively and psychologically defenseless against advertising” (“Children, Adolescents, and Advertising,” 2006). Children see advertisements of different things almost everywhere they go. Two types of advertisements that kids may come in contact with on a daily basis are fast food advertisements and advertisements that encourage them to look or behave a certain way. In today’s society, with the help of TV commercials, magazine ads, and the internet, children are constantly in the world of advertisements (“Children, Adolescents, and Advertising,” 2006). This is an issue that needs to…

    • 1069 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Advertisers primary target audiences are children and women, who are the most effortlessly influenced. Internet marketers are attempting to inscribe “brand loyalty” to children as young as four years old by manipulating them into being customers without their knowledge. Advertisers are collaborating with schools by providing “free” materials or money in exchange for exclusive rights of their products. Media persuades advertisers to focus on kids easily influenced by peer pressure and thus eliminating any personal liability. They claim that advertising does not influence anyone but peer pressure…

    • 721 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    ABSTRACT Advertising has become so integral part of our life & society that we cannot imagine any event, newspaper, magazine, TV serial, Cinema etc. without advertising. Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance. The degree of impact of advertising on adults may be problematic but the outcome is devastating for children. Advertisers of children's television used to appeal to the parents earlier but now they appeal directly to children who do not have the emotional or cognitive tools to evaluate what's being sold to them. Television is no more just a source of entertainment for children. They showcase the must haves for a kid making them a consumer even before they have reached the age of 3 Thus the influence of the media on the psychosocial development of children is profound. Thus, it is important for the parents to know their child’s exposure to media and to provide guidance on age-appropriate use of all media, including television, radio, music, video games and the Internet. The objectives of this research paper are to explore both the beneficial and harmful effects of media on children’s mental and physical health, and to identify how the advertising industry can be regulated by formulating unified laws to prevent the over-exposure of children to the ad world. We are also emphasizing on directing children’s towards imbibing healthy food habits in them by suggesting parents to be more…

    • 3131 Words
    • 13 Pages
    Powerful Essays
  • Good Essays

    The degree of impact of advertising on adults may be problematic but the outcome is devastating for children. Advertising comes in different forms such as television, print, radio and Internet. So using such various communicating devices how the products are advertised to the so-called new segment in the market. Advertisers of children television used to appeal to the parents earlier but now they appeal directly to children who do not have the emotional or cognitive tools to evaluate what's being sold to them. Television is no more just a source of entertainment for children. Some countries have decided that the evidence of advertisings influence on children is strong enough to take legislative action.…

    • 786 Words
    • 4 Pages
    Good Essays