The Ethical Implications of Targeting Children in Advertising Free Essay Example

To install StudyMoose App tap and then “Add to Home Screen”

The Commercialization of Childhood

Children, in today's consumer-centric world, are not merely bystanders but active participants in the market economy. Companies exploit children as consumers, transforming them into a lucrative demographic. This direct advertising to children is not only damaging but also raises ethical concerns. A tangible consequence of such marketing tactics is the alarming rise in childhood obesity, particularly in the United States. Fast food commercials inundate children with advertisements for unhealthy meals, rich in sugar, fat, salt, and calories.

The allure often extends beyond the food itself, with the inclusion of novelty toys tied to the latest movies or popular kids' shows. These commercials are strategically aired during times when children are most likely to be glued to their screens, such as Saturday mornings during cartoon broadcasts.

Psychologist Allen D. Kanner underscores the severity of this issue, describing it as a two-fold problem. In the article "Advertising to Children: Is it Ethical?" by Rebecca Clay, Kanner emphasizes the emergence of materialistic values among children. Furthermore, he coins the term "narcissistic wounding," suggesting that advertising fosters a belief among children that they are inferior without an endless array of new products.

The exploitation of children's susceptibility to advertising manipulates them into thinking that possessing certain products is essential for happiness, success, and social status. This narrative creates what is colloquially known as "pester power" or the art of nagging, a tool advertisers leverage to boost sales at the expense of children's well-being.

Promoting Materialism and Superficiality

Advertising perpetuates materialism and superficiality among children, fostering an environment where owning the latest products becomes synonymous with self-worth. Children, unable to discern between reality and fantasy presented in advertisements, may experience a decline in self-esteem if they do not possess the newest and trendiest items. The subliminal message transmitted by advertisers is clear – happiness, success, and social acceptance hinge on the acquisition of specific products. Consequently, children often develop a relentless desire for these items, resorting to persistent nagging to convince their parents to make the purchase.

Kanner's assessment of the situation sheds light on the profound impact of advertising on children. The relentless pursuit of new products, instilled by advertising, contributes not only to the materialistic values but also to the psychological harm inflicted upon children. As Kanner argues, children are led to believe that their worth is tied to their possessions, fostering a culture of constant comparison and the perpetual need for validation through material acquisitions.

Creating Brand Loyalty through Online Platforms

The digital age has ushered in new avenues for advertising to shape children's preferences and foster brand loyalty. Companies utilize online platforms to engage children through interactive games and contests, often featuring trademark characters and product logos. Disney, a prime example, offers themed virtual clubhouses where children can play games for free. However, to unlock additional features and interact with more Disney characters, a membership purchase is required. This virtual playground strategy not only captivates children but also ensures brand loyalty, as Disney becomes an integral part of their online experiences, transcending into the physical world.

Disney's omnipresence in the lives of children worldwide further exemplifies the success of this approach. The company strategically integrates itself into various aspects of a child's daily routine, solidifying its position as a brand that nearly every child can identify with. The use of online platforms to create brand loyalty is a testament to the evolving landscape of advertising and its ability to seamlessly infiltrate different facets of children's lives.

Radio Waves and Kid-Centric Magazines

The reach of advertising extends beyond visual mediums to include radio broadcasts and magazines tailored explicitly for children. Commercial radio stations like Fun Kid's and Disney leverage advertising to fund their operations while targeting a young audience. Special offers and prizes are employed as bait to attract children, blurring the line between entertainment and commercialization. Magazines aimed at children are inundated with advertisements, ranging from candies and video games, some with violent content, to movies and clothing. Some ads are cunningly designed to resemble articles, further blurring the boundaries between editorial content and advertising, presenting a pervasive challenge for discerning young minds.

Addressing the ethical dilemma posed by advertising to children requires a collective effort, with parents playing a pivotal role. While the practice of directly targeting children in advertising persists, the responsibility lies squarely with parents to mitigate its impact. Monitoring and regulating the content children are exposed to, whether on television or the internet, becomes imperative. Implementing parental controls to restrict access to certain websites can serve as a valuable tool in minimizing children's exposure to potentially harmful advertisements.

Conclusion: Navigating the Ethical Landscape

In conclusion, the ethical implications of advertising to children are undeniable. The impact reaches beyond the commercialization of childhood, contributing to issues such as childhood obesity, materialism, and psychological harm. As the advertising landscape continues to evolve, incorporating new platforms and strategies, the need for ethical considerations becomes more pressing. Parents, educators, and policymakers must collaboratively address this challenge, emphasizing the importance of responsible advertising practices and the need to protect the well-being of the youngest members of society.