The film “Consuming Kids” talked about the advertising company’s effort to reach out to young kids, and make them lifetime consumers. There are more than fifty-two million kids under twelve in America. Marketers have their eyes on kids, increasing buying power. Kids in fact do have influence over the buying market. They influence seven billion a year. Advertisers’ use “the nag factor” which is kids are going to nag until they get what they want, and most times they always eventually get whatever it is they want.
Kids have a lot of power in the economy. Today, kids are multitasking with media. They are watching television while on the computer and texting. They are like “sponges” soaking it all up. Marketers are convincing children life is about buying and getting. Marketers even use children’s attachments to characters to make profit. Their motto is to make a profit by any means necessary. They will do whatever they have to do, even brainwash children, just to make money.
They give children the idea that what you buy is what you are. This makes children want things because they are cool. Everyone wants to fit in and feel included, and marketers convince children the way to do it is to buy what is considered cool. This inevitably gives the idea that if you don’t have it, then you are less than. All they are telling children is that things will make you happy. And making them confuse nice things for happiness and satisfaction. So, it is no surprise that children get older and become more and more materialistic.
Now, is this right? Is it right to use different methods to get in the minds of vulnerable young children just to make a profit? It may not be right to many, but it is not illegal. Marketers have the right to do this, although that does not make it right. Advertisement companies are already powerful even with adults, so we can only imagine their influence on children.
We cannot deny that marketers are getting exactly what they want- life time consumers. As children get older they still have the connection to the buying market. I have even heard many of my friends say that shopping makes them feel better, it makes them feel good. And this is exactly what they want us to feel. There will always be more children to influencing giving marketers a lifetime of profits. Buying this may not be the right way to feel happiness, but it’s the one way most Americans feel their happiness every day.
Check out this video! http://www.youtube.com/watch?v=OtJMdXM5oIk