The title of the documentary speaks for itself. The media and the government are consuming all the children’s attention on a 360 degree scale. In the Consuming Kids documentary it showed us that there are child advertisements everywhere for them to see and for them to get caught up into. The result of so many advertisements is a negative outcome, which I think we should take time to try and solve.
Marketing for children starts early. You may not think so, but at the age of 6 months your baby can recognize brand names such as McDonalds. Marketers call this concept the cradle to the grave. Now even our baby food is branded. As children get older, they spend more. The average amount of spending from children has gone from 4 Billion to 40 billion dollars since deregulation has been in effect. And children influence parents to buy an average 700 billion dollars of brand name toys, and other things. I think this is a serious problem. And so did the government and all the parents.
What they did to try and stop children advertisements was to vote to stop advertising for kids 8 years and younger, but it failed. The FTC decided they would go to improve this by doing the opposite of what everyone wanted; they said ‘no rules for advertising on children.’ Once they said this, the children ads went up 52%. This is a huge upgrade. Everywhere our kids look, there is advertising and they are noticing what they like and want to get.
This is where the screaming kid in the grocery store comes along. When a child sees a brand name on television, and it shows that if they get this certain kind, they are ‘cool’ they will manipulate the parents into getting it for them even though the store brand is the same thing only cheaper. Kids learn that temper tantrums are effective, and causing a scene in public gets them what they want. What happened to when children got what their parents bought and they were still just as happy knowing they may have gotten something they asked for?
Another thing that is a problem with the children in the new generation is that they all want to grow up too fast. What happened to playing doll house with your friends? Now they are in toddler pageants acting and dressing like grown provocative women. Along with dressing and acting like grown adults on stage, they also want to act like adults at home. On average 8 to 12 year olds have a cell phone, and it is expected to double within the next 3 years. Can you believe that 4th graders have cell phones?
Trying to keep your child away from brand names and advertising is almost impossible, and expensive. If you want to try to keep your kids away from brand name foods, you can go to a store that is all non-brand names; the only problem is it’s expensive to stay away from brands. Another thing I would do is keep your kids away from the television as much as possible. Watch movies not TV.