Kids Kustomers and Perfect Synergy

According to the book, beginning in the 1980s more and more advertising agencies began mainly targeting children in their ads and campaigns. Marketers believe that if a child sees something they want in an ad, they will whine and complain to their parents until they break down and get them what they want. This method has proved to be a very successful advertising tactic; it's fast and efficient and provides the company with the profit that they desire. However, this places these marketing agencies very low on a scale of morality. It is a bit cruel and manipulative to target small children whom are very vulnerable at their age, especially when the product they are promoting is not good for them and not necessary for them to have. It forces their parents to pay for pointless items which literally are like throwing their money down the drain. I found it a bit disturbing that “ a 1991 study published in the Journal of the American Medical Association found that nearly all of America’s six-year-olds could identify Joe camel, who was just as familiar to them as Mickey Mouse,” (Schlosser 43). Joe Camel is a cartoon character used to advertise cigarettes something that is clearly not appropriate for children. Advertising to children is not a crime, but if your putting a child at risk if they choose to use the product, there is a problem and lawsuits may be brought into action.


Marketing agencies should be more aware about what product they are advertising and what affects they may have on the child’s health or well being. Advertising companies have been trying to pick at the brains of children in order to analyze what makes them want a product. These companies exploit children’s vulnerabilities and weaknesses in order to sell their product and make a profit. For instance, fast food chains such as McDonalds and Burger King offers toys and “play lands” to children in order to lure kids into their restaurants and eat their food, which is not healthy for them. I have to admit, however, that their ideas can be, at times, very ingenious.

I found it extremely interesting that there was book, Kids as Consumers by James U. McNeal, published which places children’s nagging habits into seven categories. It shows how closely people look at and analyze children’s behavior in order to find out how to get them to buy into their product. Advertisers will do anything to make the extra dollar, but they should consider targeting older people who are more logical and less vulnerable. Making money and advertising is important in any business endeavor, but there should be a limit and some lines should not be crossed.