This paper argues that action must be taken against unethical advertising that is causing harm to children.
Written in 2007; 2,340 words; 19 sources; APA; $ 71.95
Paper Summary:
This paper explains that, instead of viewing children as young individuals who need to be nurtured, advertisers are using children as mere tools to get at their parents' wallets. The author points out that a key focus of the advertising world is to make the child brand loyal at a young age. The paper reports that psychologists advise companies to get children to pester their parents into buying the product through "child-aimed advertising". The author relates that advertisers use sex tactics to make children, especially girls, think that by buying their products they will be "grown up". The paper stresses that, just as countries around the world have adopted policies protecting children from the effects of advertising, the U.S.must do the same. The paper has an annotated bibliography.
Table of Contents:
Influence through the Ages
The Advertisers and Their Focus
The Range of Media
Advertising around the World
Suggestions for a Child Advertising Free Future
From the Paper:
"Advertisers benefit from the fact that children have not formed many memories at such a young age. Advertisers then pursue the child for a spot in their heads that can last for years to come. "The great thing about them is that their memory banks are relatively empty so any message that goes in gets retained." When advertising to children, companies go out of their way to ensure that their "target audience" is being sought out, reached and then compliant to the company's urges for the child to purchase the product."
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