Anna C. Morrison
are a big part of the business in the market. People pointed out, “The Amount
of money expense of everything on clothes, to music, to electronic, total in
sum 40 billion dollars every year.” (Consuming Kids – The Commercialization of
Childhood). Unbelievable child consumers have huge power in the market, and
they have the larger potential ability. The retail sellers found out that the
children were the high profitable consuming group. Why can children be targeted
as the big profit of consumers and even they do not have any income? Because
their parents are their biggest supporter. The marketing was targeting the
children as the consumer for three reasons, that Children be easy to persuade,
children have good economy supporters behind them, and “good” Parents provide
them the equipment. Growing with
these factors children with
the personality of free spend and dependence on the society, we should learn from
the beginning to reduce the risks through media advertiser and parents’ aspects.
first reason, children are targeted as the consumers that children are easily
persuaded by the sellers. The problem begins with advertisers that use colorful
to attract children to their products. So, marketing that follows the children
behavior creates many attractive products for children. Children’s products
always are colorful design and vivid cartoon on the packaging which can get a lot of admiring glances. The
authors of the article compared child market and Adult market that they
realized the children are more multi- colors visual than adult did. According
to this reason the article found out branding is important; television
advertisers use lots of images to stimulate children. Branding in children is widespread
advertising such logos, story character, and toy gift frequently apparent and
attractive children attention. (Bernhardt et al. 3). The marketing knows
children are visualized, the marketer focus product packaging with
multi-colors. The makers
also perceive cartoons are the best treatment to satisfy children’s desire. The
environment around them attractive them used cartoon characters. The cartoon
stories make children love the cartoon characters. In the article indicated
that the marketer is smart for using cartoon packaging to attract children. The
are colorful images and popular cartoon characters to attack children’s eyes.
Children cared about the packaging than product quality. (Varsha 89). In order
to children attention, sellers would pay a lot for making excellent packing
rather the product quality and safety. The most important factor for most children on
purchase product by compared the product packaging.
In addition, after the ads cause children to buy the
product if one child does not have the product, then they feel unequal with the
peer, which encourages children to buy the product. Children like comparing with the same age
group of teens, they usually set up require that they should be equal to the
things. Peer-influenced is a big reason affect child’s thinking and consuming.
If others have the fun toy, then he or she should have one rational in. The
seller used the strategy of peer- influenced, in some child product advertising
used child as the character. The child in the adverting as the model to the
most children. Children can be amid the character and imitate of plots and
trend to consuming the product. First thing for children emulate the character
at the advertising, and they needed equipment such as the product of the ad.
Also, peer-influence can a modern of children world, and many children intend
in to this kind of fashion. Lastly, children brain devolvement still not
complete, so their brains are simple. The retail seller can easily cajole them.
The usual way the seller will do is free gifts. These gifts are little cute
cartoons. Sellers are using small gift coax to buyer purchase their products.
Most children will buy the product because of the toy gifts. Actually, these
products are more expensive than the typical product because retail sellers
include gifts expense on the product price. Actually, children are paying
product and toy. This kind of deal working well at children’s world, sometimes
consuming not because they need the thing, they just want to get the toy and to
pay extract money for paying the product. The children at their childhood have
to face a lot of attractive and their decision easy lead by the retail sellers.
second reason, children are targeted as the consumers by they have economy parents.
In order to get the product, children
resort to bothering their parents and hurting themselves to make their feel
guilty and buy them the product, which causes unnecessary tension between the
child/ parent. Children require their
parents to buy the stuff by using strategies that can be bother and hurting.
Children are smart to ask their parents to buy toys for them. They press
parents from bothering and hurting themselves to arrive purpose of parents’
attention and even cause more serious actions. The first normal strategy is
nagging and crying. The authors reported that “When kids were asked what they
do when parents don’t get them the product they want, 95% of the kids said they
nag, cry loud till their parents surrender.” (Mittal Manish, et al 44). Most
parents surrender by children bothering. The children are smart at testing
their parents’ tolerance. Later, the child noticed his/ her nagged was useful,
then next time he used the same strategy to convinced parent at buying things.
Crying loudly is away child try to get people attention like kind of complaints
of parents unmerciful to others. These the seek others to condemned his/ her
parents. Most parents capitulated by environmental stress and to the accept
children request. In the process of persuading parents, parenthood might the
squabble affect family’ peace. Shoham and Dalakas revealed, market selling
method and way caused “pester power”, parenthood makes the disunity in the
family. So that parent and children loss of affection and contradiction at parenthood.
(Lawlor and Prothero qtd in 563). Parents need to used property way led
children behavior. The second strategy is hurting themselves to make their
parents compromise. These children harmed themselves and hurt parents’ heart.
They through harm their body to threaten parents. If working for one time, they
get to know his/ her parents’ allowance was low. Therefore, the children have
more and more unreasonable demands to parents. They have not stood their
parents’ economy points to make the decision. If their parents are not going to
buy them, they might be using in a criminal way get toys, like to steal
parents’ money or take the toy out of the store without paying. In a research
dialog, an interviewer pointed out; parents are wired to escape children
demand. Children are smart at asking parents, the child in the process asked
parents that they learned they have a responsibility to remain parents what
they demand and threaten parents buy for them. (Lawlor and Prothero 568). The
parenthood relation trend in the wrong, parents have the responsibility to
explain the reason of they should buying. The child can from parents point to consider
The third reason, children are targets as the
consumers by “good” parents provide good equipment. On the parents’ side, many
products are advertised as the learning tool, which makes parents buy them
because they want to be good parents; however, they are not effective because
children still too early at using these tools. The
retailed seller knows parents love their child. “In their study found 90% of
the parents agreeing that children play an important role in family’s buying
decisions.” (qtd in Mittal Manish, et al 44). Some of the parents are “good”
parents for children. These parents will grant these children’s wishes because
they did not get desire while they were children, so helping their child can
they have satisfied with the childhood. They are believed helping their
children. Children with this kind of parents have unlimited desires, and they
know their parents are going to buy for them. Their demands are huge, and children
grow up with this kind of environment that they will lose what is the real
value of things and be depended on people for the long term. They will lack the
ability to gain money because their parents give everything to them. The
children can be depended on parents, which make child weak has the own ability
to gained salaries working. In the group of “good parents”, some parents have educated
parents, they want their children to be the smart kid. They through technology
strategies to help them. These parents have believed this learning machine is
good for their children. In fact, the fancy looks learning machines were not
helped children learning, because children are too young at used learning machines.
Most children used learned tools are focused on the inside cartoons, not the
context. So, the learning machine is not serviceable for teaching children. On
the other hand, parents who have low income their children are more
independent. According to the data analysis, low-class parents have confidence
in their children can self-discipline on watching advertising attracted.
(Sultan and Kaur PP.30-31). The children in the low class can understand
parents’ economy situation and children are not comfortable to ask their parent
buying stuff. The children have high self- discipline which for children think
product value in deeply. At parents point, perhaps these good parents are
trying to get their children a good source of growth, but they used a wrong
method. They make their children lost the ability for survival. Perhaps the
study tool makes children felt some little bitter, and most young children did
not how to learn from the study tool. At childhood, they should follow native
growing. Children need parents point out the right value of the product skill.
As a result of this constant purchasing,
children begin to lose the value of money because they have the satisfied on the
economy, which makes them depend on parents.
Children grew up in the stratified environment, that they can get
everything easy form their father and mother. Even though these “lucky”
children have everything without doing any things which makes most normal kids
envious of these “lucky”, but these lucky not the modes for children grow up. This
kind of situation, children lost abilities to fit with society because he lost
skill to gain money and value of money. These children were grown up at good
sources that they do no need worries about their life since their parents
prepare everything for them. So, they cannot understand the money not gain
easy. Children depend on parents can be
a serious, after they grow up that they will require their parents for more and
more expensive things which can be impossible for affording, children with the rich
source that they unable to survive without their parents’ economy supporter. In
their childhood learning how spending money and they have not learned about how
to gain money. Most these kids do not have jobs since they have already
everything he/ she want. Job for they already lost definition, the average children
have to work for surviving by themselves that they are independent with
order to solve children are target ad consumers, there are two solutions to
solve the problem. The first solution from advertising side to solve the
problem. Since children born that
they have to face many and many the temptations of every day. These attractive advertising around at
children everywhere that can be a logo on the product or can be a symbol of
product. At children growing that have been learning about desire and children
demand are coming from the advertiser selling. The advertisings as like air
around everywhere commercial on everything. Children are learning how to
persuade their parents to buy for them since they feel comfortable or be
familiar with the product. For example, if cokes involved at his / her daily,
that they need as behavior request parents purchase every day. So, these
serious of advertising effects at children decision. Advertising limitation is
way reduced children’s demand for the products. The Netherlands has valid advertising
law to protect children healthy form the food advertising. The Netherlands is a
good example for America to imitate them. Another example from theguardian
showed the UK has a good standard of advertising, that the advertisers cannot
cajole children to buy their products.
In the US advertisers should learn about the UK advertisers’
self-imposed. (Watson). From the beginning of media to limit the advertising by
times and ages would be a way to reduce harm for children. They use for
children to form the media source. Since we have a lot attractive everywhere,
so the parent audience really these the policy to protect safety ads on
television. Children types advertisings need to be more particular context and
times at that children on advertising. Advertising should control by age and
time limit. The government has to force at media advertising law that to
protect children by limit advertisings times and age. Children need pure of
media environment at growing.
second solution from the parent’s side to solve the problem. For saving
children from crazy behavior at the market, their parents have responsibilities
to help them be wired at the consuming. First, children should be taught what
about marketing value to their children that to avoid buying extract or
unnecessary children. Most children have not right way think about what does
the market value of the movement children need to them teach and correct the concept
of the value of the products. Parents have to explain them when they need the
things necessary or not to determent to purchase. Most times children will buy
the product because of fun or fancy of packaging. Parents have responsibilities
to teach to choose products not the from the fancy of looks. They need to consider
about price and brand than packaging. Lots of attractive at children’s environment.
In order to parents have to their children to be the saver ,not to be spender
on consuming, that parents teach them to face the marketing and deal with
advertising. For preschool children, parents have to teach them how separate what
the different between television shows and advertisings. Children in progress
that learning to determent of television. Gradually, parents can teach can
children to separate different types of advertising and let them should not
going to purchase. In addition, children have to know to analysis the advertisings
because sometimes the picture on television looks nice that real product. These
fake of the picture made by technical skill.
children have to determent advertisings fit their age or not since advertisings
have many of different type. Some of advertisings to adult and not fot
children. These products can illegal for young children to consume. Such as the
wine and tobacco. These unhealthy for children. So, children have to learn to
protect by parents teach from the young age to learn how to be smart consumers.
That they have understand of advertising.
Retailed sellers favor doing business with
children. They realize children have the great power in persuading their
parents to buy for them. The Retailed seller knows children have the potential
to the buy products because children lack judgment in consuming. Also, Children
are great target have a powerful persuasive ability to their parents to buy
them stuff. They have the high capacity to convince parents to consume. “Good
“parents can help children finished their wishes. Parents should be careful
with child behavior while the children because the children consuming behavior
effect children estimated product’s value. The children behavior can affect
their adulthood buying behavior and even affect new generation. According to
these factor of child consumers, parents have to teach how to can be property buying
things, showing them what product value, not about the packaging was. And children
also need media help from advertising, from the beginning to limit out these
bad the ads which harm their thinking. All in all, children need pure of
environment devolve of business thing, make lost their owe thinking and allow
the advertiser step at consuming. Children are too young at the role of
consumers that lack knowledge at analysis what is the real business. Children role in the market
as the good business, but we need to be thinking of the moral way. Is right to
target children as the consumer? We not,
just like kind of the cheating these young children to arrive sale goal. At
sellers’ side, the successful business should not target children, and they
need to improve their product quality. If seller’ product have good quality
then no one to refuse their product. At last, parents have to teach children
deal with advertisings by value the market.
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