Advertising to Children 1 Not only are they easily swayed by
advertising, they are also persuasive in encouraging their parents to buy a
product. If a child wants something in their kid’s locker, they will prod and
annoy their parents until they get what they want. 2
All it takes is a little suggestion from a single advertisement
to send them on their way. 3
In a campaign entitled "Kids are the Star", its employees were
encouraged to pay special attention to children and to make sure they had a
positive experience while eating at its restaurants. The reason for this,
naturally, was not that the McDonald’s corporation cared deeply about the
well-being of children everywhere, but that the pester-power that children have
is extraordinarily effective at bringing their parents back for more
visits. The way that advertisers target children is simple big,
bright lights, happy people and animated characters are all that is needed to
encourage children to think a certain product is something they want. 4 They do not realize that Ronald McDonald is
just a guy in a costume and make-up, and that behind the counter of every
McDonald’s is a bunch of kids working in uncomfortable conditions for low
pay. This poses a real moral dilemma for those who make the
advertising decisions, or at least it should. 5
How do you say no to an opportunity to reach such a wide audience
of children, who act as advertisers themselves when they encourage other
children and their parents to buy a particular product A.
While manipulating children into believing lies, especially encouraging them to
eat unhealthy foods, is obviously bad, the purpose of business is to make
money. B. The superficial reactions children get from eating
McDonald’s last about as long as they are at the place. C.
McDonald’s at one stage advised employees to specifically target
children. D. Children are a prime target for advertisers and
salesmen across the world. E. Anyone who has seen a child
pester its parents knows the lengths children can go to. F.
This is because children are naive; they genuinely believe what an advertiser
tells them.