I see the problem that some people have with advertising but it?s not a fault totally base on the advertising companies. What people fail to see is that by surrounding their children in this sea of mass media they are subjecting them to future nagging and protest. It is solely based on the parents to limit the amount to television a child watches or advertisements the child sees, along with the amount of money a child has. When I see a quote that states ?McNeal reports that children aged four to twelve made 30 billion dollars in purchases in 2002? it makes me laugh. The children are supply with money by the parents these are either some rich kids or some really easily persuaded parents. Although a child asks ?72 times a day
The CEO of a Swedish Toy company said, ?Parents aren?t losing control, they?re giving up.? I feel that parents are constantly battling against advertisements and they give up because of how powerful advertisements are. Advertisements influence everyone when parents can only influence their own children. Because advertisements are omnipresent, children get the idea that advertisements are right or that they should be buying certain products. Children try to respond to the advertisements they see, which is where nagging begins. Parents get influenced by their kids easily and even by other parents. I think parents feel bad if other children are getting new toys and products, so it is difficult to maintain a healthy balance for their own child. This is how the ?marketing industry is taking advantage of parents innate desire for their children to be happy? (Linn 93). It is hard for a parent to slow down and for children to enjoy one item at a time while so many people and advertisements are speeding up.
I believe parents have a large input on how advertising affects their children. Ultimately, ?the purchase always lies with the adult.? Parents are the ones who carry the wallet and control the family finances. Even if children nag for hours on end, parents have the control to say no. ?If the answer is no 72 times a day for three or four weeks, then they stop asking.? By limiting their spending, parents are not only educating their child on the value of a dollar, but also forcing their child to find other means of entertainment other than toys and gadgets.
The situation is not as simple as a child wants a toy and will nag their parents until it is bought. It not as simple as as if the parent doesn't want to buy it they keep saying no, even though, Peter Reynolds, a past CEO of an American subsidary of a Swedish toy company would beg to differ. No, there are multiple aspects of what advertising does to a child and the situations they create are anything but simple. As Linn puts it, "...by encouraging children to nag, and by bombarding them with messages that material goods are the ken to happines, the marketing industry is taking advantage of parents' innate desire for their children to be happy."