The paper "The Consumer Society and the Future of the Earth" is a perfect example of a Marketing Assignment. This paper aims to distinguish the ethical issues that have in marketing targeted to children. Such unethical habits and marketing implications have become a controversial issue that increases at an alarming rate among countries. Further, the ways of creating advertisements are questioned for their credibility and deceptive tactics meant for children. Additionally, this paper also identifies how the conflict of interest and misleading have significantly affected teenager’ s interest and how marketing manipulates children and influence their thinking in a subliminal way.
The possible outcomes that are jeopardizing both marketers and consumers and the moral intensity of the condition are also discussed. Promoters spend lots of billions annually encouraging, convincing and manipulating children into a consumer lifestyle that has destructive consequences through lavishness and wastefulness (Sharon, 1998). Promoters exploit individual insecurities, create fake needs and give counterfeit solutions. Children are most prone to this kind of manipulation. Teenagers are increasingly the target of promotion and marketing since they spend lots of cash, and have a great influence on their parents.
While this child-targeting used to focus on sweets and toys, it now comprises clothes, shoes, fast foods, sports equipment, or computer games (William, 2002). In the United States, there are more than 5 million school-age young children who spend around $1000 billion annually on fast food, sweets, video games, toys, movies, clothes or shoes (Paul, 2005). Further children below 12 influence family spending decisions worth about $165million on food, electrical appliances and computer, household items such as furniture, vacations or family cars. This implies that manufacturers cannot afford to exclude children in their marketing.
Firms such as Nissan sponsor The American Youth Soccer Organization and a traveling exhibit so as to obtain exposure for their brand name and logo in a child-friendly environment. Chrysler issues many glossy cardboard pop-up promotional articles by direct mail that will attract children who like pop-up articles. Chevrolet has also employed advertisements featuring children. USA marketers are now starting to identify the potential of international children’ s market. Children represent three distinct markets. Children spend direct money and influence money, they also represent a third major market and probably the most vital which is a future market.
Marketers identify brand loyalties and consumer practices created when children are young and prone will be passed through to adulthood. Around puberty, children are shaping their own identities and they are extremely vulnerable to pressure to fit in group standards. At this stage, they feel insecure and desire to feel that they belong to their peer group. Marketing influences them through their insecurities, seeking to identify normality for them. Advertising influences the way they perceive and get appropriate models for the adult world and undermining basic human values in the growth of the identity for children.
Marketers actively encourage them to look for happiness and esteem through consumption. It is for these reasons that advertising to children should be carefully restricted. Especially advertisements aimed at children below 9 years old including internet adverts and during children’ s TV programs. Such advertising sponsors the expenses of these services at the cost of our children’ s morals, sense of well-being, health, and uprightness. Further, the future of the world is as stake if we permit advertisers to convert children into manic consumers of the future.
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