Article Review: Childhood for Sale by Michele Stockwell
This is an article review on Childhood for Sale by Michele Stockwell. The author is very correct in criticizing the marketing and media who bombard children with products and images making them increasingly materialistic.
Knowledge about child development can be harmful for children. Firstly it is used by marketing companies who employee child psychologists and experts who facilitate them to use techniques which are not understood by the children and as the children don’t know if something is advertisement or not, they link objects to the product like Happy Meal with McDonalds.
Secondly, this knowledge has allowed corporations and marketing firms who identify Alpha Children who are unconsciously used to market though word of mouth. In this case children are being used to entice other children without them knowing about it.
Thirdly, when children are bombarded with images, like in video games, the developmental knowledge on the part of the marketers allows them to use the different images to increase brand recall and so they only ask for certain brands.
The author is very correct in criticizing the marketing and media who bombard children with products and images making them increasingly materialistic. This activity has been changing the way children think, feel and behave, therefore his proposal to regulate the different forms of advertisement is not only very sound but very important. And research has shown that the detrimental impact of this trend which needs to be curtailed or dealt with. The responsibility doesn’t just lie with the parents, the society and the government has to come together as it’s a question of children’s future.
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