The Psycho - Seduction of Children
Children nowadays are exposed to a lot of advertising especially on their favorite TV channel where a lot of children products are advertised. 'The media today train young for the frontiers of consumption -- to tell the difference between Pepsi - Cola and Coca Cola' Packard (1980, pg153). Companies invest a lot in persuading youngsters as they are the consumers of the future and also the ones bothering their parents to buy them stuff. the brands also try to create a sense of loyalty with the youngsters. 'Eager minds can be molded to want your product' Packard (1980, pg 154). If brands insist enough on their products through advertising to children , they would only want that product from their parents and no other. Children are compared to soldiers were they are being manipulated and they also pass the vibe to their peers.
Some adverts for kids go overboard ad forget everything about safety. Dr Francis Horwich once delivered a TV ad that shows a girl taking vitamins pills and encouraging other kids to do so. Gould says that Horwich went to far, and that it is not safe for kids to encourage them ta take pills.
'Children are living, talking records of what we tell them every day.' Advertising Agency Magazine. (pg 156).
Some ads targeted to kids also make the parents look like villains 'adults are a ruling class against which they cannot successfully revolt.' Pg 158.
Packard says that in the future it is going to be a whole lot more difficult to create ads that will persuade children effectively.
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