The Double Edge Sword
Advertising today has truly taken on a whole new meaning in the 2000 era. It is truly invasive in every aspect of the word. It’s on TV, it’s on the internet, it’s on our cell phones, it’s where we shop, it’s on billboards, it’s in our movies…it’s everywhere.
And advertisers are changing and learning how to advertise more successfully…how’s that you ask? Through our children.
My mass communication class watched a film called “Consuming Kids”; and mind blowing doesn’t even begin to describe the movie.
Advertising have discovered that targeting kids is one of the most successful ways to sell their products, and the sooner they do this, the more likely they’ll have the child wrapped around their fingers for life.
I’ve said this time and time again, but every time I’m still surprised when I see how truly numb we are to advertising and it’s effect on us.
There is a scene in the film where two little girls are being followed around a grocery store. One little girl grabs a box of cheese crackers with Scooby Doo pictured on the front. The little girl picks up the box and says she love’s it and wants to buy it. The man asks her if she’s ever had those crackers before and she says no, however she knows they are good and wants them.
The realization that advertisers have come to in targeting children is amazing but very devious. No wonder children bring in millions for advertisers. It doesn’t matter what the product is, just make sure it’s plastered with a beloved character and it will sell.
Another thing I saw and really bothered me was learning about the observing of children throughout their daily lives…even in the bathroom.
Advertisers are going to the extremes to sell their products; so much so that I believe it’s an invasion of privacy.
So my question is: where in the heck are the parents?
Advertisers can only succeed if we let them. Children are not the breadwinners; they don’t have jobs and make money, so it is up to the parents to purchase the products that their children want but don’t need.
If parents can learn to say no, buy only what their children need and not desire, then advertisers might be forced to take find a new strategy, and hopefully one that isn’t so invasive and in some instances, not morally wrong.
I’m glad I’m taking this class. It’s opened my eyes to the dishonesty of the industry and I’ll make sure when I become a parent I don’t fall into the trap of these “clever” advertising scandals.
