Argumentative Essay on Advertising to Children

Introduction

One of the most contentious issues in the advertising industry is advertising directed at children. The debates surrounding the role and effects of advertising communication, both on individuals and society as a whole, become particularly intense when children are involved. Whether advertising is viewed as a tool of consumerism providing product information, or as a significant component of a symbolic system shaping reality and individual identities, it becomes the focal point of the debate on advertising to children. This paper seeks to explore and examine the key ethical dilemmas associated with advertising directed at children, encompassing recent advancements in this domain and the detrimental impacts of advertising messages on specific age demographics, alongside the infiltration of advertising within educational settings.

How Do Children Transition into Consumers?

In contemporary society, children are gaining increasing financial autonomy, both directly—through allowances, gifts, or earnings—and indirectly—via parental expenditures on products marketed towards them. The term “kid-fluence” aptly illustrates the growing sway children hold over parental purchasing decisions. This shift reflects evolving parental attitudes, granting children greater independence and influence within familial dynamics. Furthermore, as parental time spent with children diminishes relative to work obligations, there’s a tendency to compensate by acquiring children’s goods. This phenomenon, termed “guilt money,” ultimately enhances children’s purchasing power. However, it’s important to recognize that while parental guilt may play a role, marketers’ exploitation of this sentiment remains a significant factor. Despite ongoing controversies and debates, advertising directed at children continues to provoke ethical scrutiny (Grad, 2015).

The Advocates’ Justification

Proponents of advertising to children rely on three primary arguments: the defense of free expression, encompassing advertising; the informative role of advertising in educating consumers about products; and the economic significance of advertising as a driver of consumer-driven economic growth. They argue that advertising targeted at children is justified by its empowerment of youngsters, fostering their development into independent individuals. In addition to these arguments, the advertising industry refutes allegations of promoting harmful behaviors among children and damaging interpersonal relationships, contending that parents bear the responsibility for their children’s upbringing and must mitigate any negative effects of advertising (Frunză,  2014).

The Opponents’ Argumentation

However, opponents of this practice criticize advertising for fostering unhealthy habits in children, particularly concerning food choices. They argue that advertising also perpetuates gender and social stereotypes, promoting a shallow, materialistic worldview. Additionally, advertising texts often fuel conflicts between parents and children over family purchases. Critics of consumer culture further highlight how individuals today are ensnared in the demands created by a consumption-driven society, where needs are largely dictated by brands and logos. As Bauman (2009) states, these brands and logos don’t simply add value but are the value themselves, shaping market perceptions and influencing societal values. Critics also express concern over the invasion of brands into various cultural spheres, occupying spaces that should be shielded from commercial influence.

The Third Position

Another stance, which adopts a more moderate yet critical approach, argues that advertising to children can be acceptable under certain regulations. This viewpoint acknowledges advertising as a crucial aspect of contemporary culture and society, suggesting that children need to learn to navigate their relationship with advertisements as part of their consumer socialization process. Advocates of this position advocate for self-regulation as the most suitable method for defining the parameters within which advertising to children should operate (Kornberger, 2010).

The Dangers of “Cool” Culture

Closely intertwined with the notion of branding is the concept of “cool.” The social milieu of children is becoming more focused on consumption and the fashionable items advertised to them. Marketers often define what’s considered cool in ways that set it apart from the adult world, depicting adults—be they parents or teachers—as uncool in comparison to children. While tapping into youthful rebellion is nothing new, marketing endeavors contribute to a heightened portrayal of a “strong and sophisticated anti-adult” stance in advertising. This manipulation and promotion of marketing strategies aimed at delineating the distinctions between the realms of children and adults raise ethical issues (Kornberger, 2010).

The Solution

It is important to stress out the dynamic nature of advertising in today’s society, highlighting the significance of a harmonious interplay between ethical principles and legal frameworks in its governance. Additionally, experts recommend to examine modern advertising industry through an ethical framework in order to gain a comprehensive understanding of this intricate and constantly evolving domain.

Conclusion

In summary, the essay highlights the vital significance of ethically evaluating advertising practices and stresses the importance of achieving a harmonious balance between ethical concerns and legal regulations within this realm. This imperative arises from children’s heightened vulnerability to the impact of advertising, given their ongoing development of self-regulation skills. Simultaneously, it is crucial to preserve an environment where actions are not excessively constrained by established standards, thus enabling freedom of choice and recognition of responsibility.

References

Frunză, S. (2014). Advertising and administration under the pressure of Ethics. Les Arcs, Editions de la Suers.

Grad, I. (2015). Ethical considerations on advertising to children. Postmodern Openings, 6. 43-57.

Kornberger, M. (2010). Brand society. How brands tansform management and lifestyle. Cambridge: Cambridge University Press.