Marketing
Kids
Marketers are very clever in targeting kids who are easily swayed and
can be captured for years to come. Many children spend more time
watching TV than they do in school and watch thousands of commercials
each year. Is it any wonder that they want more of everything? Like
their parents, sometimes?
Those
concerned might read Susan Linn's book Consuming
Kids: The Hostile
Takeover of Childhood. And No Logo:
Taking Aim at the Brand
Bullies by Naomi Klein. She details the insidious practices and
far-reaching effects of corporate marketing.
Persuading students to wear the top brands so as to be 'in' presents a
wrong conception of what is valuable in life. Many feel acceptable or
superior if they wear a popular brand, and inadequate if they don't.
Are those without the resources to purchase these higher priced items
lesser people? Definitely not.
As if branding of students wasn't bad enough - I saw a sleeper in a
department store's baby department with huge brand letters down the
front. Talk about catching them early!
One school wants to right this insane culture. "Our dress
code insists on clothes that are easy to move around in, nonrevealing,
and not full of references to pop culture or corporate brands," says
Maya Muir, outreach coordinator for the school. "This helps to create a
haven for the students where they can be less self-and
status-conscious, and can concentrate on their work at hand."
Read the full article from The Christian
Science Monitor
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