Advertising is about targeting the masses. However, it is hard to target adults because they think critically about the products that they want to buy. So, they know if they need the product or not. After several studies that were made on children’s behavior , companies concluded that it is obvious that children is the weakest part of the community. Companies, nowadays, are targeting children. You could guess why?According to the documentary, children are a major force because they push their parents to buy what seems attractive for them even if they do not need the product. They spend over $40 billions of their own money, and they push their parents to spend another $700 billion annually. The documentary compared this budget as an equivalent to the economies of 115 poorest countries combined. So, they are a powerful demographic for marketers. In this paper, we will discuss the fact of targeting children by advertisers, the effect of advertising on children, and the objectification of male and female in the media, especially in TV shows and advertisements.
First, the documentary considers targeting children as an unethical behavior for several reasons. Psychologically speaking, children are easy to get influenced by something because they do not think critically about a product or an advertisement. They just consume what they are receiving from the media. They just make relationships between themselves and their environment. For instance, if children see their friends have a product that they do not own, they will ask their parents to buy it because they get influenced easily. In addition, it is considered as an unethical behavior because companies treat children as a vulnerable target. They care just about the money, so they consider them as objects not as human beings. Moreover, children follow celebrities which means they get influenced by their actions. Children see celebrities as models. So, they always try to behave as their models. Companies use celebrities to integrate children in a new culture which aims to increase their benefits. They link celebrities to their products in order to build a strong link between children and products. This link will push parents to buy those products because their children’s heroes use them. In addition, they play their game in the emotional side because parents always try their best to make their children happy. We can say that it is obvious that companies do not consider the ethical part in this process. entertainment programs.
The second main issue is gender discrimination between boys and girls in order to treat them as targets. Entertainment companies such as Disney try to build a culture that makes the difference between girls and boys. They want to have boys’ culture separated from girls’ culture. This new industrialized culture aims to link boys with the power. Boys cartoons and programs are all about violence and power. On the other hand, they want to link girls to care about their bodies, especially makeups. In those programs, they are transmitting an image about girls as their ultimate goal is looking cute to attract girls. On the other hand they trying to to transmit the fact that a successful boy is the one who attracts many girls. So, entertainments programs are creating gender discriminations which is against the laws and the ethics of media because they are using children’s innocence for their own profit.
To sum up, companies look for increasing their profit no matter if the used way is ethical or not. They target a large and vulnerable population which is children. Advertisements have effects on children’s psychology because they do not have critical thinking skills that will allow them to analyze what they are watching in advertisements and TV shows. In addition, they create gender discrimination culture by separating boys’ culture from girls one in order to create two different markets to increase their profit. Those actions raised urgent questions about the application of ethics in advertisements, especially the ones that involves children.
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