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This process is expected to set the motion for the future events -- (a) the children will receive the message from the manufacturer and, as susceptible to influence as they are, they will desire to purchase the product; (b) the children will send the message further to the parents, and most likely, will influence a favorable purchase decision; (c) the advertised item is bought; (d) the child uses it for a limited period of time, if at all; (e) the company registers increased levels of sales and organizational profits.
The implicit effect of marketing to children is that of enhancing the customer base by adding a new, young and easily impressionable audience. In terms of the children however, the impacts are of a less positive nature. The first revolves around enhanced perceptions of the material world. Children become more and more aware of the existence of things and manifest desires to possess the...
Secondly, children perceive themselves as being socially inferior if they do not possess the items advertised, especially in comparison to the peers who do own the respective items (Clay, 2000).
Given this context, it is clear that a resolution must come from within the political and legal environment in the meaning that an adequate legislation has to be developed and enforced as soon as possible. Given the threats posed by targeting children through marketing efforts, the most likely outcome is for the practices to be forbidden. The final recommendation for any economic agent is then to not become engaged in operations of marketing to children not only as they are unethical, but also as they could be legally sanctioned.
Reference:
Clay, R.A., September 8, 2000, Advertising to Children: Is it Ethical? Monitor on Psychology, Vol. 31, No. 8
Reference:
Clay, R.A., September 8, 2000, Advertising to Children: Is it Ethical? Monitor on Psychology, Vol. 31, No. 8
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