Comments on: It’s Not Kid Stuff http://www.lauralake.com/its-not-kid-stuff/67/ by Laura Lake Wed, 07 Jan 2009 04:55:47 +0000 http://wordpress.org/?v=2.6.2 By: Angel Morales http://www.lauralake.com/its-not-kid-stuff/67/#comment-24100 Angel Morales Tue, 26 Feb 2008 03:58:14 +0000 http://www.lauralake.com/its-not-kid-stuff/67/#comment-24100 Shofr, I could not agree with you more. You have to keep in mind that "some" companies do evaluate how to send a message that is well in balance with some of the concerns you have mentioned. I for one do not support the efforts of companies like BK or McD's, quite the contrary, those are the companies that I help my clients compete against. While some of the brands I represent would never win on a boxing match against these huge corporations, there are ways in which such brands do kick them in the ankles, and kick them hard they do. If you were to make a visit to a Chick'Fil'A, an Arby's or a Sonic (especially this very last one), you will see that the toys that are used aim to educate and carry a strong subliminal positive message towards very important topics: recycling, environment, health, sports, education, transit laws, charity, etc. These are values that are at the top of the list of some brands. Again, I fully agree that not ALL brands take these approachs to promoting their products/services to children and parents but you also have to be aware that there are some that do and that they are extremely eager to make a difference in this world, while making a fair profit. Angel Shofr,

I could not agree with you more. You have to keep in mind that “some” companies do evaluate how to send a message that is well in balance with some of the concerns you have mentioned. I for one do not support the efforts of companies like BK or McD’s, quite the contrary, those are the companies that I help my clients compete against. While some of the brands I represent would never win on a boxing match against these huge corporations, there are ways in which such brands do kick them in the ankles, and kick them hard they do. If you were to make a visit to a Chick’Fil’A, an Arby’s or a Sonic (especially this very last one), you will see that the toys that are used aim to educate and carry a strong subliminal positive message towards very important topics: recycling, environment, health, sports, education, transit laws, charity, etc. These are values that are at the top of the list of some brands.

Again, I fully agree that not ALL brands take these approachs to promoting their products/services to children and parents but you also have to be aware that there are some that do and that they are extremely eager to make a difference in this world, while making a fair profit.

Angel

]]> By: shofr http://www.lauralake.com/its-not-kid-stuff/67/#comment-24098 shofr Mon, 25 Feb 2008 21:07:28 +0000 http://www.lauralake.com/its-not-kid-stuff/67/#comment-24098 It's a shame that the majority of the money spent on marketing to children is for products that parent's would probably prefer their kids did not consume. Carbonated Beverages (soda / pop), fast food, video games, junk food, to some extent they are still glorifying cigarettes and beer, etc. What's worse is they are succeeding! Look at the stories on Dateline or even in "Super Size Me" where kids 6 and under could identify brands like "Ronald McDonald", Pepsi, and Tucan Sam, but couldn't identify George Washington or Jesus. The fault of our lagging education system or the fault of indulgent over marketing to impressionable youngters? These large companies have an ethical responsibility to know when to draw the line. Recently, when McDonald's began a program to give free food for good grades to elementary students, parents spoke up and the program was quickly killed. (http://blogs.orlandosentinel.com/news_education_edblog/2007/12/is-mcdonalds-re.html) The line is coming into view! Does the general public underestimate the power of marketing to children? Probably, because its so engrained in our culture. Should we tolerate it? No. It needs to stop, and the resurgence of powerful "green" and "healthy" marketing campaigns from the likes of GE, Whole Foods, and Honda are paving the way. It’s a shame that the majority of the money spent on marketing to children is for products that parent’s would probably prefer their kids did not consume. Carbonated Beverages (soda / pop), fast food, video games, junk food, to some extent they are still glorifying cigarettes and beer, etc.

What’s worse is they are succeeding! Look at the stories on Dateline or even in “Super Size Me” where kids 6 and under could identify brands like “Ronald McDonald”, Pepsi, and Tucan Sam, but couldn’t identify George Washington or Jesus. The fault of our lagging education system or the fault of indulgent over marketing to impressionable youngters?

These large companies have an ethical responsibility to know when to draw the line. Recently, when McDonald’s began a program to give free food for good grades to elementary students, parents spoke up and the program was quickly killed. (http://blogs.orlandosentinel.com/news_education_edblog/2007/12/is-mcdonalds-re.html) The line is coming into view!

Does the general public underestimate the power of marketing to children? Probably, because its so engrained in our culture. Should we tolerate it? No. It needs to stop, and the resurgence of powerful “green” and “healthy” marketing campaigns from the likes of GE, Whole Foods, and Honda are paving the way.

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