How many of you have been dragged to McDonald’s by your kids or younger siblings? Just because they want that one toy, that one, cheap plastic toy. Why do you think they want it? Is it because it’s fun to play with? It looks nice? No. They want it because advertising makes them think they NEED it. Companies spend millions of dollars on advertising, through promotional gifts, television commercials and celebrity endorsements, and the kids are helpless to the power of influence of these massive companies.
Kids spend a lot of time in front of the television, what do you think goes on in between their favorite shows? Advertisements. Kids are forced to watch just how ‘awesome’ or ‘cool’ a product is, they see the adverts where the kids are excited and amazed at a certain toy or place and in time feel that it is also what they need to be happy. Product promotion is everywhere, from billboards and street signs to the internet and t.v, there’s just no escaping it. Millions are spent by industries to ensure that there product is on the corner of every street or on the commercial breaks of the most popular kids shows. Even celebrities and sport stars are in on it, because they love the product? No. For the money.
How is the younger generation supposed to say no to a product when their favorite basketball or football player is shown endorsing it? They receive huge sums of money to put their name on merchandise, more for appearing at events with them, and even more starring in a television commercial. Youth see their idols, their superstars with a product and feel that they have no choice but to get it for themselves, and they do so by constantly asking, reasoning and compromising with whoever they need to, to get what they need.
Kids will do anything to get what they want, or what they think they want. McDonald’s spends an estimated $1.4 Billion on television advertisements, just to get children to drag their parents there for a meaningless toy and a quick (unhealthy) meal. They nag, plead and cry for what they think they need and parents seem to have no choice but to say yes.
Advertising plays a very dangerous albeit sometimes important part of your lives, it can used to spread awareness and the right messages, however the negative aspect shows how it can be used to manipulate children into buying things that the adverts deem as ‘needs.’ Can we stop it? No, what we can do is be careful of what kids to watch and educate them on what’s truly needed.
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