Psychologists and anthropologists and sociologists and behavioral scientists are used by marketers to really shape and cement children's brand preferences. They want to be part of the fabric of children's lives. (Enola Aird)
Companies have moved away from exaggerating the product characteristics to a whole new form of advertising, which is symbolic advertising. The product is pushed not on the basis of what it can do, or how it tastes, but of its social meaning. So kids are taught to want candy, or sugared cereals, or soda because it's cool. It will define them as an individual. What you buy is who you are. (Juliet Schor)
The Commercialization of Childhood is a great documentary describing how children are studied, dissected and manipulated by corporate entities using all kinds of underhanded methods.
Consuming Kids throws desperately needed light on the practices of a relentless multi-billion dollar marketing machine that now sells kids and their parents everything from junk food and violent video games to bogus educational products and the family car. Drawing on the insights of health care professionals, children's advocates, and industry insiders, the film focuses on the explosive growth of child marketing in the wake of deregulation, showing how youth marketers have used the latest advances in psychology, anthropology, and neuroscience to transform American children into one of the most powerful and profitable consumer demographics in the world. Consuming Kids pushes back against the wholesale commercialization of childhood, raising urgent questions about the ethics of children's marketing and its impact on the health and well-being of kids.
The media material presented in this production is protected by the FAIR USE CLAUSE of the U.S. Copyright Act of 1976, which allows for the rebroadcast of copyrighted materials for the purposes of commentary, criticism, and education.
Educate Yourself Freely @