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Essay / Research Paper Abstract
A 5 page paper discussing the ethics of advertising directly to children. One of the largest and growing consumer markets is that of children under 15 years old. This group increasingly has their own money with which they can make their own decisions, and they are making those decisions with a vengeance. For whatever reason, parents are giving over spending decisions to their children. With older children, it is good training for them to be making many of their own purchasing decisions. But with the young ones, marketing today is becoming increasingly deceptive in its quest for increased creativity. Bibliography lists 8 sources. Adv-Kids.doc
Page Count:
5 pages (~225 words per page)
File: D0_AdvKids.rtf
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Unformatted sample text from the term paper:
kids ate, wore, and played with. To appeal to the immature judgment of children was to take unfair advantage" (Leonhardt and Kerwin 62). Obviously, that time is gone
and has been replaced by another. One of the largest and growing consumer markets is that of children under 15 years old. This group increasingly has their own money
with which they can make their own decisions, and they are making those decisions with a vengeance. For whatever reason, parents are giving over spending decisions to their children.
Some are tired of the endless battles over what their older children will and will not wear and so have put the responsibility of clothing purchases on the kids.
Some insist on veto power; some do not and simply shake their heads if their daughters want to dress like one of the Spice Girls. Clothing is only a
small part of the marketing efforts to older children, however. There are video games and stereos; CDs find a willing buying public in barely-pubescent teens. Cola companies sell
a high percentage of their product to teens who seem to rarely drink anything else, and fast food outlets concentrate on sports figures popular with the younger crowd. Developing smart
buying habits are a part of growing up, however. That teenager from years ago who left home to live on their own without having learned simple budgetary lessons and
the buying trade-offs necessary for anyone who is not independently wealthy often was at a loss as to how to make an intelligent buying choice. A high percentage of
todays teens will not have to face that problem when they move out on their own. Those lessons still do not prevent teens from spending well over $100 for the
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