The Development Of Childhood

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1. Introduction:
Childhood can be defined as the early stage of life of all people in all societies, characterised as the beginning of maturation to adulthood, regardless of culture. (James and James (2012), pg. 15). Childhood is viewed as an immature phase of development as it is a crucial stage that humans must go through before adulthood and it may play an adaptive role in a child's life and development. (Bjorklund, 1997, pg 153). However, childhood is subject to changes. Changes had some causes, according to Aries (1962). Firstly, emotions towards children changed and they became more appreciated and protected. Secondly, childhood was identified as an immature phase, where children required discipline and training, rendering them as incapable …show more content…

(Ruddick, 2003, pg 350) Children might have been led to be active consumers when advertisers started aiming at children instead of focusing on parents’ desire to be influenced by certain childhood standards to buy children’s toys. (Buckingham, 2011) Toy manufacturers also understood from the early twentieth century till now, that they could make more sales if they emphasized on the child as a purchaser rather than an adult who has noble intentions for the child. (Cunningham, 2006, pg 230) For instance, after the Disney movie “Frozen” was released in theatres worldwide, merchandise related to the movie became trendy because the children liked the movie characters, storyline and songs. Some of the popular merchandise that children would want their parents to buy for them were dolls, toys, bags and costumes.(Berr, 2014; Cunningham, 2006, pg 230) The appeal of watching “Frozen” was not gender restricted to girls who liked watching princesses, as it seemed even boys were convinced enough to be its audience due to the action sequences and comedy (Barnes,

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