kids
...ers to increase there focus on a group that are not even a consumers. Through the following articles authors present their side of child consumerism. By using various words and phrases, these authors show the reader how susceptible children are to the media and what should be done to take care of this problem. There are many ways that marketers target children with advertising. The Media Awareness Network wrote an article entitled “How Marketers Target Kids.” This article describes different types of advertising techniques that are used. The first is Pester Power. According to The Media Awareness Network advertising Executive Barbara A. Martino says, “We’re relying on the kid to pester the mom to buy the product, rather than going straight to the mom.” (1). By using this quote the author shows us that the implication behind all the advertising is to no longer go after the consumer but go after what effects the consumer the most, her children. This implications leads right into the second strategy used when advertising to children. In order for an advertiser to successfully market to a child they need to find out what child like. With the help of highly paid researchers and psychologist advertising companies now had in-depth knowledge about a child’s physical, mental, and physiological development. The author shows us that this practice is wrong and needs to be declared unethical when he writes, “The issue of using child psychologist to help marketers target kids gained widespread attention in 1999. A public letter was written to the American Psychological Association (APA) urging them to declare the practice unethical.”(2) This implies that the author understands that advertisers are just using children to make money. There was a study done that shows that children can for mental images of corporate ...