The main purpose of the documentary “Consuming Kids” is to display the negative impact advertising and marketing is having on our children who are the targeted audience especially because they are easy to manipulate and do not understand the deceptive or persuasive nature of advertising . Coupled with the unethical intrusive approach advertisers are using to maximise the benefit of child influenced consumer spending which has increased by 40% a year since the 1980 ‘s due to Government deregulation. The documentary uses factual shock tactics by displaying the enormity of the problem and relies on the emotions of parents and the general public to think about how their children are being affected and encourages them to do what they can to make a change and to encourage legal reform as our children’s values are being shaped by the profit hungry corporations in this seemingly helpless struggle. The government has fallen under the pressure of advertisers and marketers and the director uses compelling facts, experts, imagery and sound to get the message across in hope to encourage market reform.
The documentary begins by showing an image and the sound of a tender heart beat of a unborn baby which invokes a person to think about the innocence of a child and the need to protect it from the outside world and in this case the advertising and marketing campaigns directed at children from an early age in order to manipulate and understand this demographic for the purposes of profit.
“And they certainly deserve consideration as consumers at that time”
There are over 52 million kids under 12 and the money they spend is $40 billion a year and the child influenced consumer spending is $700 billon. This is a massive amount of money and that means big business. So companies are spending 15 billon a year on advertising and finding new ways to exploit children. The is made clear in the Simpsons clip where advertisers explore the “Nagging Phenomenon” . The...
Consuming Kids: The Commercialization Of Childhood
The land of the free, brave and consumerism is what the United States has become today. The marketing industry is exploiting children through advertisement, which is ridiculously unfair to children. We are around advertisement and marketing where ever we go; at times, we don't even notice that we are being targeted to spend our money. As a matter of fact, we live to buy; we need and want things constantly, and it will never stop. The film, Consuming Kids , written by Adriana Barbaro and directed by Jeremy Earp, highlights children as this powerful demographic, with billions of dollars in buying power, but the lack of understanding of marketers’ aggressive strategies. Children are easily influenced and taken advantage of, which is why commercialization of children needs to stop. Commercialization to children leads to problems that parents do not even know are happening such as social, future, and rewired childhood problems. Government regulations need to put a stop to corporations that live, breathe and sell the idea of consumerism to children and instead show that genuine relationships and values are what are important.
Marketers become rich by selling the idea of happiness to children; that life is all about buying and getting, and money is happiness. This ill treatment of children, by marketers, negatively affects social aspects of children. In more recent years, marketers have started to push more expensive, “branded” products to children. As Velmha La.Point states, “There’s a mantra in American society you are what you have, you are what you buy, you are what you own. The corollary of that, is and if you don’t have it, then you are a nobody”(Consuming Kids). This then leads to things such as depression or low self-esteem if a child believes he or she is inadequate because they do not have it all. Enola Aird said, “So the philosophy becomes cradle to grave: Let's get to them early. Let's get to them often. Let's get to them as many places as we can get them. Not just to sell them products and services, but to turn them into life-long consumers”(Consuming Kids). Marketing doesn’t communicate adult messages to children as children, but as men and women. They are being forced to grow up fast due to the strategy of age compression. According to Betsy Taylor, “In that world of materialism, kids are not allowed to be kids anymore. They have to grow up fast. We see it in the way they're being asked to dress, the violence they're being asked to navigate. And what's getting squeezed out is childhood”(Consuming Kids). No one who is seventeen reads Seventeen Magazine, but girls who are ten through twelve do. Childhood dream jobs went from being nurses and astronauts to being wealthy and having a lot of things. All these advertisements are telling children that they need these products to have a meaningful life instead of telling them its fine to have nice things, but don’t mistake that for happiness. The rise of children’s media and increased...
Loading: Checking Spelling0%