Should we advertise to children?
CURRICULUM: Responsibility to Others: People Like You & Me
Summary: Built on the dubious ethical argument in favor of marketing to children before they learn to make reasonable decisions, commercial advertising has morphed into pervasive character and brand marketing deeply woven into children's lives. The strategy is transformative, allowing marketers an unprecedented level of influence over children, often with the cooperation of parents.
Basic Understanding:
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History of children as individuals (mostly, a 20th century invention)
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History of children as consumers
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How much money do children spend?
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How much is spent on children?
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History of marketing to children
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The economics (and value) of marketing to children
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Child development - how children perceive / process information, make decisions
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The U.S. in comparison with other nations
Issues:
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Exploitation of impressionable children
How young? Marketing to babies, toddlers, pre-schoolers.
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Me, too! (Everybody's Got One / Doing It)
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Disconnected, irresponsible parents
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Power of media and marketing on children's learning
Diminishing role of school and parents/family
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Encouraging children to learn to become faithful consumers
Children and money: how would you spend a million dollars?
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Passing irresponsible habits to the next generation without responsibility
Open Questions:
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Collective experiences / shared entertainment: children and parents having fun together
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Does marketing to children measurably affect the well being of large numbers of people?
How about the amount and type of media consumed by children?
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How much control should be exercised by children (self-control), parents, community, government, marketers?
Do we need new or better laws, better parenting, better education, or nothing at all?
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Setting reasonable limits in the national and international marketplace
Personalized Digital Media vs. Parental Control
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Free Speech / Slippery Slope
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Authentic Play and children’s natural inclinations - Susan Linn
Conversation Pit: Possible Topics
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I watched TV commercials, ate junk food, and turned out just fine - this is a non-issue!
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Kids do not understand the difference between an advertisement and the program material
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Kids want to be consumers (spoiled brat; normal to ask mom for whatever they want)
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Mind control by large companies— is this fair play?
Notebook Contents
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Laws protecting children in U.S.; in other nations
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Basics of child psychology (Skinner; Piaget; Erikson; more modern; longitudinal studies)
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How children became consumers and a multi-billion dollar market Report of the American Psychological Association 2004 Task Force on Advertising and Children Licensed merchandise for children from Howdy Doody to Big Bird to Sponge Bob
Examples of Web Assets
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The Positive Effects of Advertising Why Commercials and Brands Are Important
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Domestic Spending by Minors[1]
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Regulation of Advertising to Children Outside the U.S. [2]
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In Defense of Advertising[3]
Scholars, Books, Experts, Other Sources
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Susan Linn
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Senior marketing/licensing executives - Nickelodeon, Coca-Cola, General Foods, etc.
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Child psychologist, family psychologist
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Amy Jordan, Ph.D. - Media and the Developing Child, UPenn Annenberg Public Policy Center
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Parents' organization leaders
Creative / Educational Opportunities
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ADD MORE
[1]https://www.youtube.com/watch?v=LeHpfL-rl0E