Child Marketing As A Social Problem Essay example
Dr. Timothy MacNeill
University of Ontario Institute of Technology
Since the introduction of digital media, marketing to children has become only more prevalent. Realized or not, everyone is affected by this targeted marketing -- even adults. Although there is undoubtedly more marketing today compared to previous decades, the majority of it goes unnoticed (Snyder & Jevons & Henderson & Gabbott & Beale, 2011, p. 33). Nairn (2009) argued that in recent years, it has only been more difficult for children to decipher the difference between entertainment and advertisement. Although it may seem like it is easy to place blame on the parents of the affected children, the real shame should lie with the marketers who use this targeted approach (Barbaro & Earp, 2008). The sexualization of children is a less-used, however more serious, scheme that marketers use to attract the attention of their targets. (Snyder et al., 2011, p. 34). In this paper, I will argue that marketing directed at children is a social problem. The first half of the paper will discuss the values that marketing to children represents along with the qualities that marketers play on. The second half will explore who can change the face of child-targeted marketing and what they can do about it. In summary, this paper will assess marketing to children as a social problem.
Societal Values as Represented by Child Marketing When children…