StudentShare solutions
Triangle menu

Marketing to children - Essay Example

Nobody downloaded yet
For many years now, television advertising aimed at children has not been allowed in Swedish terrestrial television because of its perceived negative impact on children. Just recently, McDonald’s has been under attack for its seeming lack of responsibility in luring children into buying their “unhealthy” Happy Meals by offering it with toys. O’Brien states that McDonald’s has been accused of “deceptive marketing to children” (2011). Today, all over the world there are calls to totally ban all forms of advertising to children. There are many opposing views presented to support whether or not advertising to children should be eliminated.
Advertisements that are unethical are those that do not involve getting the parents’ consent (Smith, 2010). Using cartoon characters in advertisements are intended specifically to target on children. These are the advertisements that can easily manipulate children. Smith identified four elements that can indicate that the advertisement is aimed at children are the music, images, voices and colors (2010). Most advertisements directed to children use special effects in presenting the products. These are the factors which usually captivate children and capture their attention. These special effects cloud the real idea and use of the products being advertised (Bjurstrom, 1994). What makes it even more unethical is if it is placed in publications read by children alone or advertised in children’s television shows or displayed where there are lots of children. Other advertisements directed to children that are unacceptable are those that make children think that they are inferior if they do not possess a wide range of new products. (Clay, 2000). These advertisements do not promote the right values to children, instead distorts their values and encourage materialism at an early age. Impulsive buying may be a long-run effect of these unethical advertisements. And since most brands being advertised are those that cost more, children become more drawn to the expensive stuff rather than to the reasonably-priced items which most of the time do not advertise (Business Mantra, 2010). One major concern why some parents are fighting for the ban of advertising is its negative effects on the eating habits of children. Since most products being advertised on television are mostly food items which are low in nutritional values and with a high content of sugar, salt and cholesterol, it negatively influences the food preferences of children. In defense of McDonald’s advertising to children, its CEO Jim Skinner asserted that they have the right to advertise freely and it is the parent’s responsibility to choose what their children eat; that is, the company serves “a balanced array of quality food products and provides the information to make individual choices” (O'Brien, 2011). This defense by McDonald’s is often the argument articulated by most companies to justify their advertising geared towards children. Their excuse is that it is the parents’ responsibility, not the advertisers or the companies who commissioned the advertisement. A problem posed in advertising to children is its tilting of the power balance principle of marketing (Smith, 2010). To be ethical, the advertisement must adhere to this principle which states that the scales should not favor either the consumer or the marketer. Directing the advertisement towards children who are very vulnerable means tilting the scale in the marketer’s favor, which is abusive and not fair. There are moral issues involved in advertising to children. First, children are very naive and trusting that advertising can influence them unduly (Bjurstrom, 1994). According to Bjurstrom, children lack the experience and the capacity to decipher the messages that they receive in advertisements; thus, may view it as exerting pressure on them to buy (1994). Children are at a stage called proximal development where ...Show more


Today, all over the world there are calls to totally ban all forms of advertising to children. There are many opposing views presented to support whether or not advertising to children should be eliminated. Most advertisements directed to children use special effects in presenting the products…
Author : mollyjenkins
Marketing to children
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing to children"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing Strategies Are Preventing Children from Getting Active Play Time
While most child experts prefer to blame the rise in such childhood illnesses on the preference of children to eat foods that are deemed unhealthy for them due to the ease by which they can access the “junk” food, the reality is that obesity and other related diseases are caused by the lack of activity on the child's part.
3 pages (750 words) Essay
Food Advertising and Marketing Directed at Children and Adolescents in the US QUALITATIVE article REVIEWS AND ANALYSES
food and beverage industry. In the opinion of the authors, from the literatures and study findings they reviewed and analyzed prior to writing the article, it is apparent that children and adolescents is a key force in the food market (Story & French, 2004).
3 pages (750 words) Essay
Ethical Issues when Marketing with Children
(Mohandeep, 2001)) Many marketers and analysts have agreed that children are marketer's best friend. This is backed up by evidence from watch groups such as Media Channel. In the year 2007, they highlighted the fact that in the United States, close to two billion dollars was spent on advertisements to children.
8 pages (2000 words) Essay
Children Buying Behavior and Marketing
Thus under most of the situations the books are purchased with an interest to create better reading habit among the children the experiences of children being attracted to the advertisements displayed in these items is said to be a matter of concern. The different age groups of children have different tastes and interests, who also shows have different pattern of affinity to the products.
10 pages (2500 words) Essay
Fast Food Industry Marketing Towards Children
Using McDonald's and other fast-food establishments as scapegoats for the childhood obesity endemic has its clear justifications. The essay represents a deep-seated political agenda of the media and the philosophical movement away from individual responsibility, represented by attorney Sam Hirsch.
9 pages (2250 words) Essay
Marketing to children
O’Brien states that McDonald’s has been accused of “deceptive marketing to children” (2011). Today, all over the world there are calls to totally ban all forms of
4 pages (1000 words) Essay
The marketing of foods and non-alcoholic beverages to children. Setting the research agenda
As noted in the paper, more useful work has to be done to guarantee that effective and efficient regulatory regimes can be put in place and implemented to minimize the impact of foods promotion of HFSS (high in
8 pages (2000 words) Essay
Describe ethical considerations with regard to marketing to children. When the marketers pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical
This is often due to the fact that they may not clearly understand the commercial message the marketer is trying to pass across. Marketers need to convey truthful data that holds some value to the children and in a language that they can easily understand. Furthermore,
1 pages (250 words) Essay
Marketing junk food to children
Couric through the film Fed Up also claims that consumption of the junk food also enforces one to spend a lot of time in exercising. Thus, it is as a result of the consumption of junk foods that most
1 pages (250 words) Essay
Fast food marketing to children

The author states that the marketing advertisements are untruthful since fast foods are responsible for the high obesity rates among children as youngsters lack the cognitive skills to understand the healthy dangers of consuming fast foods. Fast food marketing targeted at children triggers feelings of desire to consume such unhealthy diets.

1 pages (250 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Marketing to children for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
Join us:
Contact Us