Advertising is Evil

“The advertising industry does not miss a trick in finding ways to bring advertisements to audiences.  So it is no surprise that by the end of the 20^th century, advertising was keeping pace with the information age explosion of new media technologies.” (Wilson & wilson, 2001, p.350)

Advertisements are everywhere in our daily lives.  They are plastered on billboards.  They are on the radio.  They are on television.  And now they pop up on the internet.  Many of these ads target young children who do not have the ability to distinguish what is credible information from what is an advertising ploy.

With the explosion of new media comes a new responsibility to protect children from the influences of advertising.  It is importantly to be aware of some of the tactics that marketers use to “hook” young children on to their product, creating a customer for life.  We need to educate ourselves and our children on some of these techniques. 

Advertisers seek to create loyal customers from cradle to grave and use several techniques to subliminally market to younger consumers.  These advertising techniques are so sly that the child, and sometimes the parents, don’t even realize that they are having a product pitched to them.

Product placements in movies and cartoons are one way advertisers market to children. McDonald’s offers toys in their Happy Meals in the hopes that the toys will lure children to buy food. Internet sites encourage children to register for “clubs” which gives them access to personal information for marketing purposes.  Some schools even allow advertising.  Parents and other adults need children away from advertising because, according to Story & French (2008), “Prior to the age of 7 or 8 years, children tend to view advertising as fun, entertaining, and unbiased information.”(p.19). They have not developed the cynicism that teenagers and adults possess.

With this information in mind, it is up to us to act as the information police when it comes to technology and advertising.  The internet has the potential to allow millions of strangers into our home.  We must inform students to never give out personal information to strangers.  We must also help them distinguish between what is real and what is advertisement.  If we exercise caution, children should be able to use modern technologies without being constantly bombarded with advertisements.

References

Story, M. & French, S., (2008) Marketers View Teens as Marketing Opportunities in How Does

     Advertising Impact Teen Behavior?  (pp.19-27).  Farmington Hills:  Greenhaven Press.

Wilson, J. & Wilson, S.R. (2001).  Mass Media Mass Communication:  An Introduction (5^th ed.).

     New York. McGraw-Hill.