"They mingled among apostates and adopted their
"Undermining the role of parents has been a
strategy marketers have
exploited to sell their brands through the
development of "kids only" products and marketing themes.
marketing often strives for the nag factor", an actual measurement by the
advertising industry of the extent to which an ad drives a child to pester the
folks about a purchase." - Jamie Court
"The average American child sees 40,000
advertisements a year on television.
Comparing the marketing of today
with the marketing of the past is like comparing the BB
gun to the smart bomb.
aspects of children's lives - their health, education, creativity, and values -
are at risk of being compromised by their status in
the marketplace." -
Dr. Susan Linn, psychiatry
instructor, Harvard Medical
"You hoped your little girl's Disney princess
obsession was harmless, didn't you!
It will not have escaped you,
Mothers of America, that Disney Princess' rarely slay
dragons, play sports, pilot jets or do
I was not thrilled when my 3-year-old informed me
that she wants to be "a pwincess" when she grows up.
"You are a
commoner," my 3-year-old shrieked, and adjusting her tiara ran off to watch
Disney Princess Enchanted Tales." - Rosa Brooks 03/08
Children are being taught that
everything is for sale;
"things" are more value than intangibles like relationships;
providers of the desired "things" love you and want you to be
desired "things" will make you
The American Academy of Pediatrics states that
children under the age of eight years are unable to understand the intent of
advertising and accept all advertisements as the truth.
The 'nag factor' marketing strategy
depends on manipulation of children.
Lucy Hughes and her colleagues at
Initiative Media, with the help of
behavior in children.
20 to 40% of all purchases adults make are
due to nagging children.
"Princess" franchise rakes in $4 billion.
"Little girls who want to be princesses and wear
cute little clothes are assuming the classic stereotyping of the many misguided
families who believe that little girls should be the lesser handmaidens of boys
who too frequently grow up to be boys."- Ralph Mitchell 04/08
1992 to 1997 Amount of money spent on marketing to children
doubles, from $6.2 billion to $12.7 billion.
At this time:
American children influence
purchases totaling over $600 billion a year .
spend almost forty hours a week outside of school
consuming televised media.
65% of American
children eight to eighteen have a television in their bedroom as do
32% of children two to seven
and 26% of children under two.
The marketing industry has found
that American babies are requesting brands as soon as they speak.
In 2000, a federal report from the General Accounting Office called
marketing in schools a growth industry.
- More American children
recognize the Budweiser Frogs than Smokey the Bear.
of American parents would like to see children's television programs
- Commercial marketing tactics of
fast food have breed
levels of childhood obesity,
"The aggressive marketing of
fast food and confectionery to
children does influence
their dietary choices early in life, and it puts them at greater risk of
becoming obese or overweight later in life.
A major concern is childhood diabetes.
practitioners are seeing more children than ever before with diabetes, and
that's a disease associated with
poor diet and lack of
can be extremely vulnerable to television advertising promoting fast
food."- Verity Newnham
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