The article in the url link below adopts a provocative stance regarding the emotive issue of advertising to children (Issues: Advertising, p151; Brands, p153). On the one side of the argument is the knee-jerk, easy-to-defend position adopted by many campaigners:
“Whenever we conduct research with consumers into whether they think companies should be able to target promotional messages directly at children the overwhelming reaction is that this is something that no responsible company would do. … Bring in anything that could be construed as marketing in schools and the arguments intensify.”
On the other side, however, is a more subtle argument:
“Marketing to children is certainly something that needs to be carefully considered and controlled, and any activity in schools doubly so. Leading companies that take their responsibilities in this area seriously have developed detailed guidelines for how to market to children and in what circumstances, and these are strictly enforced. … But to suggest that companies should not communicate with children at all is narrow-minded and shortsighted – not to mention deeply impractical: do you rule out billboard advertising altogether?”
The advantage of this argument is that it is more likely to lead to engagement with firms and the advertising industry, rather than forcing them onto the defensive. And, it is genuine engagement, backed-up by effective oversight, that is most likely to lead to a sustainable solution:
“The potential to effect positive change holds true across all child-friendly brands. Messages on bullying, or the environment, or online safety that come from a cool brand – like Hello Kitty – can have far more impact than the strictures of parents and schools.”
Take care
Dave
Bill Werther & David Chandler
Strategic Corporate Social Responsibility
© Sage Publications, 2006
BrandWatch focus: marketing to children – Why brands should sell to kids
To say that brands should not promote their products ignores the positive ways companies can influence young people
Giles Gibbons
July 16, 2008
http://www.ethicalcorp.com/content.asp?ContentID=6013
