Unethical Practices in Marketing to Children Essay Example
Unethical Practices in Marketing to Children
When I was a child, my famous answer to the inevitable "What do you want to be when you grow up" question was "a teacher". My brother wanted to be a race car driver and my cousin an actress. Years ago, I would ask the same question and they would usually tend similar responses. Times have changed, however. More and more, children have adapted to the arguably unsettling reality of dollar awareness and when the famous question is raised, the more likely answer these days is "to make money". (Clay 1) Disconcerting as it may be, we have clearly entered into a new way of life, where materialism has penetrated even the innocent aspirations of a child. It is no secret that that child is now the biggest target of companies who are spending billions of dollars a year to promote their products. Obviously, they are succeeding. It is impossible to turn on the television without seeing a myriad of commercials aimed at the younger generation focused mainly around consumer goods and high in sugar and calorie foods. It is quite evident that today's advertising is not purely informational. It is linked directly to exploiting individual insecurities and creating false needs. Children are specifically vulnerable to this manipulation because they are inherently inexperienced as consumers. Bombarding them with products leaves no choice in their decision making process. Marketing to children is no longer used to aid the developing consumer, but increase companies' profits and promote the hunger for more, thus making these practices unethical.
Problem Recognition
In America, teenagers spend about $100 billion a year on sweets, food, drinks, video and electronic products, toys, movies, games, sports, and clothes (Beder 101), children under 12 spend $28 billion and influence a staggering $249 billion spent by their parents. (Clay 3). With figures such as these, it is no surprise why companies are consistently revamping their
When I was a child, my famous answer to the inevitable "What do you want to be when you grow up" question was "a teacher". My brother wanted to be a race car driver and my cousin an actress. Years ago, I would ask the same question and they would usually tend similar responses. Times have changed, however. More and more, children have adapted to the arguably unsettling reality of dollar awareness and when the famous question is raised, the more likely answer these days is "to make money". (Clay 1) Disconcerting as it may be, we have clearly entered into a new way of life, where materialism has penetrated even the innocent aspirations of a child. It is no secret that that child is now the biggest target of companies who are spending billions of dollars a year to promote their products. Obviously, they are succeeding. It is impossible to turn on the television without seeing a myriad of commercials aimed at the younger generation focused mainly around consumer goods and high in sugar and calorie foods. It is quite evident that today's advertising is not purely informational. It is linked directly to exploiting individual insecurities and creating false needs. Children are specifically vulnerable to this manipulation because they are inherently inexperienced as consumers. Bombarding them with products leaves no choice in their decision making process. Marketing to children is no longer used to aid the developing consumer, but increase companies' profits and promote the hunger for more, thus making these practices unethical.
Problem Recognition
In America, teenagers spend about $100 billion a year on sweets, food, drinks, video and electronic products, toys, movies, games, sports, and clothes (Beder 101), children under 12 spend $28 billion and influence a staggering $249 billion spent by their parents. (Clay 3). With figures such as these, it is no surprise why companies are consistently revamping their