Subject: SV: Competition: young consumers and advertising
Dear Commercial Alert,
After reading your E-mail, I can do nothing but agree on your perspective of this case. I am aware of the problems of exploiting children in advertising. Kids are much easier to convince and manipulate than other older people. The commercial industry has no limits and is not afraid to exploit children’s naivety. This bad development can lead to bullying among students in schools. Not everyone can be fashionable and have the necessary financial means to buy things for their children. Another bad thing is that children grow up too fast by watching commercials. They identify themselves in role models that appear unattainable in an adult world that they do not belong in. Kids may start pretending to be older than they really are. They start using makeup in a very early age. Some tween girls have eating disorders because the media manufactures the perfect human in ads. They want to look exactly like these models do. However this is a problem that we can in fact find some good aspects in. The tween industry is big business. In 2005, NPD Group said 7-to 14-year-old girls spend $11.5 billion on apparel. This industry makes a lot of money to the financial circuit system and is an important source of income.
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