Consuming Kids Essay

1420 Words6 Pages
Consuming Kids. After watching “Consuming Kids,” and hearing the various insights of many industry professionals, it is no doubt in my mind that mass media creates a social reality, and a backwards one. This commercialization of childhood is a lot more than selling just products and services, it’s a society issue which has direct impacts on human development and relationship. This commercialization of childhood involves marketers and advertisers doing everything they can to influence the 52 million kids under 12 that hold a buying power totaling $42 billion dollars a year. The mass media aims and is successful in getting a brand in front of a child’s face 24-7, whether it be through brand licensing, product placement, viral marketing internet, videogames or many other ways. The film discusses the mentality of “cradle to grave brand loyalty” – they are essentially owning children for life. The marketers hold the strings and these influential children are just puppets in which they exploit and tap into their emotions and intuitions in order to establish an emotional connection to the product they are selling in order to make money. They do this in a number of ways which are pretty deceptive, such as product placement that subliminally plants messages in kids brain without them paying attention. The reality is that there are no media boundaries for these children – they face marketing and advertising everywhere, and even in their schools! The film mentioning “Busradio” was a new concept for me, but growing up in school, I remember being exposed to Channel One news in homeroom with its minutes of advertising in play. I had no choice, but watch it as it was part of the school day’s routine. Just like me, children can’t do anything to turn advertising off, it’s surrounding them 360. Mass media isn’t just commercials anymore, they are smart and are
Open Document