The Importance Of Advertising To Children

1020 Words 5 Pages
On a global scale, the children’s market is worth over one trillion dollars (Nairn 54). Advertising to children is how companies and advertisers make most of their money. Children and teens are surrounded by advertising in everything they see and marketers are getting stealthier as time goes on. Marketing to children should not be allowed because it is manipulative. Social pressure is a major issue created by advertising directed toward kids. Those representations create a world where children believe that what they are seeing is normal and everyone has that product, so they should too. “Marketing to children […] tells young people that having the latest brands or sporting the latest hairstyle is their ‘right’ because ‘they’re worth it’ and …show more content…
This encourages children to think it is completely okay to buy everything they see for the sake of keeping up with having new items and fitting in. One of the hardest obstacles for children to overcome is fitting in. Not every child is the same and neither is his or her situation; one girl could have the newest pair of Vans that she saw on a commercial, while her friend does not because her family can not afford them. The Association of Teachers and Lecturers conducted research and their survey “confirms the huge pressure on young people to fit in with their friends and peer groups. It is incredibly sad to hear how many youngsters are bullied or isolated for not having the same clothes or accessories as their classmates. Advertising and marketing have made our society increasingly …show more content…
The impressionability of children is so great that they believe whatever they hear or see and do not usually change their minds. As a result, they develop unrealistic expectations. “One study found that 52% of 3 year olds and 73% of 4 year olds ‘often or almost always’ asked their parents for specific brands” (Beder 16). Parents know how to compare ingredients and determine if off brands are the same as name brands, but children just see ads for name brands and expect that since the ad claims the product is the ‘best’, their parents will buy it. Now, kids are being parented not only by their parents but by what they see and hear about products. Since children’s brains are not fully developed yet, they are much easier to influence. “If you own this child at an early age… you can own this child for years to come” (Searles qtd. in Beder). Companies know that when they start advertising to children and make them believe one brand is better than all the other brands, the children will think that for the rest of their lives. This strategy not only makes companies a lot of money in the present but exponentially more in the future. While companies are making a great deal of money, children are fed lies which are ingrained in them throughout their development. Children are delicate and feeding them beneficial, correct information is

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