Your Trusted Friends Vanessa Serrato Thor Roe

“Your Trusted Friends” In this chapter of Eric Schlosser’s book Fast Food Nation he talks the similarities between Walt Disney and Ray Kroc, mainly how their rise to fame came about from their ability to market and self-promote to children. Their marketing tactics pioneered the techniques that other companies have adopted to become more successful today. This has brought up the argument, however, that children are not yet wise enough to understand that the companies they love and trust so dearly only see them as sales

Children’s Perspective: Born to Buy Children are at the point where their lives are saturated with commercial marketing Children aged 2-11 see 25,000+ advertisements in a single year (CCFC) Companies plan a “cradle-to-grave” advertising strategy (Schlosser 43) Develop “relationship” with these companies Leads them to become loyal “Kid Kustomers” ng-children-overview

Parent’s Perspective: I Love You, Don’t Cry Boom for children marketing began in the 1980s... “the decade of the child consumer” (Schlosser 43) Parents felt bad for neglecting their children Solution = buy child’s happiness Leads to compulsive consumption on the parents’ parts, trying to keep their kids happy Eric Schlosser- “Fast Food Nation” Ch. 2

Schools' Perspective: Money for Education and Operation Principals, often acting as gatekeepers for the schools see this practice as good for the school and the education of students Most do not believe the students are influenced by the marketing Findings suggest that viewing advertisements does influence their audience, primarily in attitudes towards brands Often, the deal is a trade for product placement and advertising for needed equipment, or a stipend from the company if sales are good Neither schools nor states typically regulate commercial activities in schools. “Children as Consumers: Advertising and Marketing Children”. Sandra L. Calvert, Electronic Media Volume 18 Number 1 Spring 2008

The Companies: Revenue Streams and Public Good The spending power of children is, altogether, in the area of $1 trillion. The average child watches about four hours of television a day and sees more than 20,000 commercials annually Provides a valuable source of funds to schools, at a time when budgets in schools are shrinking Highly cost-efficient and effective access to a target group that many consider of prime importance /data/3005

Key Terms Marketing ethics “Kid as Customers” (book) “Kid Kustomers”... for life James McNeil Cross Promotions Compulsive consumption Marketing campaigns in schools School finance/budget Dan DeRose Effects of childhood marketing

Critical Questions Should it even be legal to market to children? At which point does one’s conscience/ethics enter into a business scheme and marketing campaigns? What effect does this early onset marketing have on children as they become adults?