As the video states, the number of children in society has reached an all time high. They have buying power so advertisers want to get a hold of them at a very young age. There was a really interesting quote at the beginning saying that the consumer embryo develops in the first year of existence and children begin their consumer journey in infancy and that they certainly need consideration as consumers at that time. This was stated by James McNeal who is a pioneering youth marketer.
This next video shows Susan Linn, who is the director of the campaign for a commercial free childhood, talking about her formal complaint to the FTC about Baby Einstein saying it’s not educational for children. First off children shouldn’t be exposed to television that early. But marketers just see young children as fresh bait for advertising because they are so impressionable. It’s really surprising to see that parents allow their children to watch these shows or these dvds without any evidence that they actually benefit the child. It just further enhances the theory of cradle to grave. Advertisers are just looking for a way to make money. Even if it’s at the expense of the child and their development.
http://www.commercialfreechildhood.org/babyvideos/ftccomplaint.htm
http://commercialfreechildhood.org/actions/lettertoccfc.pdf
-Andrea Lubin
