The Advertising Industry: Targeting Youth Essay

1837 Words 8 Pages
Our culture is plagued by rampant consumerism. Today’s view of the ultimate reason for human existence is the purchasing and owning of stuff. The idea is that whoever has the most stuff is the best, and from that we form our base of what it means to be an American. As corporations are placing greater emphasis on brands and icons, children and teens are the easiest prey to target. The average American child spends more than five hours in a single day sitting in front of either the computer or television screen while being constantly bombarded with advertising. Promotional campaigns and commercial messages permeate most waking hours of a child’s or teenager’s life. The overwhelming underlying message that advertising sends to children and …show more content…
American children between the ages of eight and fourteen now have a combined annual purchasing power of forty billion dollars (Underhill 150). In my Advertising for Kids paper I discussed the practice of accommodating children’s needs in stores by lowering shelves and widening aisles so that they could easily access certain items they find attractive. Another example I used was banks installing play areas or having distractions such as coloring books to keep children from bothering their parents during valuable purchasing time. One factor I did not think of was companies using this practice to keep the child coming back which creates customer loyalty at a very young age. For example, if a young child remembers having an enjoyable time at PNC bank then they will feel their needs were taken care of and continue to behave when mommy and daddy take them next time. Thus, as the child ages they will remember their childhood bank and be more inclined to hold a bank account there. Another strategic marketing tool that was not mentioned in my past articles but was mentioned in Why We Buy: The Science of Shopping is the usage of databases. Databases of child customers are being built from information gathered on various Internet sign-ups and electronic registries at stores like Toys ’R’ Us. Corporations research kids’ fantasies, artwork and behavior to understand what techniques will best affect

Related Documents