Ban Advertising that Preys upon Children Essay Example | Topics and Well Written Essays - 2000 words

Ban Advertising that Preys upon Children - Essay Example An expert on marketing to children, Professor James U. McNeal, stated that, "Virtually every consumer-goods industry, from airlines to zinnia-seed sellers, targets kids." Parents and school administrators alike find it improbable to control such influences that bear upon the children. Ironically, some advertisers exploit the children's weaknesses to make them want and eventually buy products. For instance, the President of the Shalek Agency, Nancy Shalek told the Los Angeles Times that "Advertising at its best is making people feel that without their product, you're a loser. Kids are very sensitive to that. If you tell them to buy something, they are resistant. But if you tell them that they'll be a dork if they don't, you've got their attention. You open up emotional vulnerabilities and it's very easy to do with kids because they're the most emotionally vulnerable." (Harris) Oliver James a psychologist stated in The Economic Times that UK is filled with "Affluneza-afflicted consumers [ready] for marketers to play on their [ever-present] desire to constantly compare themselves negatively with others." The "Affluenza" virus is said to be a form of 'sickness' that is greatly caused by materialism. A result of this illness would be depression, anxiety, substance abuse, and personal disorder. Those who are afflicted by this virus watch more television, and are more likely to be dissatisfied with their lives than those who seldom watch. When asked to compare their lives with those they see on the television, they view themselves negatively and inferior compared to these characters. As an example, schoolchildren who compare their own performances in school to the best and brightest pupils they see on television. Without proper adult guidance, these children will develop inferiority that may affect their social skills. Another factor why corporations prey on our children is because of the fact the children can nag, and Cheryl Idell knows a lot about nagging. She has written reports for major companies as read in such articles, "The Art of Fine Nagging" and "Nag Factor". Idell said that nagging can cause frequent buying activities of children's products such as clothing, toys, and video games; or entirely affect the family's diet because of regular trips to fast-food restaurants. She explains further that there are two categories to where nagging falls into. "There is persistent nagging, the fall-on-the-floor kind, and there is important nagging, where a kid can talk about it." (Schoolman) Idell advises numerous corporations that getting kids to whine is better, even better when they can be given "a specific reason to ask for the product." To most ways, it appears as if her task is to make lives miserable since she rates the success of a product to how a child can nag and temptingly ask for it. Some of the most successful companies that belong to the top of this list are McDonald's, Burger King, OshKosh, Disney, and Pizza Hut. (Western Initiative Media World Wide Web) There has been a huge shift in the way