Calling All Children

1453 Words6 Pages
A new trend has emerged in consumerism throughout the last couple of years. The increase in the marketing of cell phones to children has risen dramatically. Phone companies are realizing that parents are becoming more willing to buy cell phones for their kids. Major telecommunications providers, as well as companies that are well known names in the toy industry, are marketing cell phones in any way that will make children want them. The companies take notice of the actions of parents and how they react to their children wanting a cell phone to determine what works in terms of advertising campaigns. Companies marketing cell phones are deliberately manipulating the rift between children wanting cell phones without knowing the risks and parents who are not aware of the complications of a child owning a cell phone for his or herself. Popular toy companies such as Mattel and Disney have been marketing phones for children for a number of years. While the aim is to keep children protected, the underlying outcome is the same; children beg for yet another “toy” that they are not yet old enough for. It works because the companies selling them are well known for producing fast-selling and trendy children’s toys. Children simply push a cell phone into the toy category in their minds. The mind of a child however has yet to become fully developed, so “they don’t necessarily have the understanding of the ways of the commercial world possessed by most adults.” (Advertising Standards Authority) Children simply see there is something that they want and believe that they should have it. Commercials for children’s cell phones use bright colors, upbeat, happy music and show images of other children using the cell phone to draw children in. Other ads... ... middle of paper ... ...ads/CMPAAA_A4.pdf> "Children and Advertising." Advertising Standards Authority. Web. 26 Mar. 2012. Carvajal, Doreen. "Concern in Europe on Cell phone Ads for Children." The New York Times. 8 Mar. 2008. Web. 26 Mar. 2012. Petrecca, Laura. "Cell Phone Marketers Calling All Preteens." USA Today. Gannett, 5 Sept. 2005. Web. 26 Mar. 2012. Olsen, Stefanie. "When to Buy Your Child a Cell phone." The New York Times. 9 June 2012. Web. 26 Mar. 2012. "Cell Phones." CMCH.tv. Web. 27 Mar. 2012.

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