Schlosser states that children are subjected to consistent, planned, and targeted advertising by aggressive companies in order to gain consumer research data to enhance their youth-based ads. Schlosser describes this extreme advertising as the “cradle-to-grave” strategy (520) which is the ultimate marketing tactic. This expression refers to the practice of specifically marketing to children with the purpose of increasing the chance that they will become loyal consumers of that company’s product for life. This is done in the effort to increase not only current consumption but future consumption as well. Children as early as the age of two years old have the ability to develop brand loyalty. This may be as simple as identifying Mickey Mouse and as startling as recognizing the cigarette cartoon, Joe Camel (520). Schlosser argues that parents who are too occupied with work often feel guilty for the lack of family time spent with their children thus purchasing products to make up for lost time. In doing so, parents are nurturing the child’s desire for consumption. Schlosser touches upon the powerful tool of the Internet whic...
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...e spend in front of a television screen where ads are predominately viewed and banning the visitation to company websites with the sole intention to extract personal information from consumers. Many children today have televisions in their room. (524) Parents are creating an environment where persuasive ads are easily accessed. As a result, they are now informed and convinced they must have the newest and most recent product simply because the voice on the screen told them. Allowing children to enter into mainstream advertising unaccompanied leads to To mitigate these effects, children should be encouraged to play board games and read books as forms of entertainment free from advertisements. Children are being robbed of the opportunity to make decisions for themselves without influences. Youth based ads discourage children from completing this essential milestone.
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