How Young is Too Young?
Get your minds out of the gutter, people.
This is a problem near and dear to my heart. Not just because it corrupts the legions of mini-Britneys and mini-Justins out there, but because a youth-driven culture is unfair to anyone older and will always make adolescent decisions. I just came from a meeting with salespeople from a big cell phone service. These execs were in their late forties and actually said things like "We're not getting news today like our parents did -- this is new, not like our parents' content delivery service!" And I was like, the only content service my parents have is for their oxygen tank!
But anyways. It's been a ranting, scattershot couple of days for me. Here's an article about advertisers' agonizing over how young is too young for advertising. The similarity between advertisers and Christians is striking to me. Christians have historically argued about free will and baptism and whether someone's really been baptised if they're only a child and haven't rationally chosen to accept the Lord. Advertisers argue, I guess, about whether someone has really accepted the Cheese Steak pizza if they're too young to rationally choose it. And trust me -- we're all too young to rationally choose the cheese steak pizza.
From an article about advertisers arguing over how many drug ads can fit on the end of the dollar bill:
That's a hotly debated question, even among people who earn their living marketing to children: 61 percent of those involved in the industry said that advertising to children starts at too young an age, according to a recent survey by Harris Interactive.
And 58 percent said there is too much marketing and advertising directed toward children, according to the survey of about 880 people working in youth-related fields, including youth marketers, advertising agencies and nonprofit agencies.
The appropriate age to start marketing to children is 7, youth marketers in the survey said, but ads and branding are aimed at kids as young as 1. Even Teletubbies has its corporate sponsors and spin-off products.
Apparently, free will begins at 7. Christian sects take note. It's been target-marketed, people!
Posted by harry at May 13, 2004 5:38 PM
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