Assignment 1 Discussion—Marketing To Children This Module

Assignment 1 Discussion—Marketing to Children This module’s readings discuss organizing the content of an essay: thesis statements, key points, and supporting points

Assignment 1: Discussion—Marketing to Children This module’s readings discuss organizing the content of an essay: thesis statements, key points, and supporting points. Remember these elements while composing your writing essays. A strong, clear thesis and a logically structured argument will enhance your credibility. Using the critical thinking and argumentation skills, respond to the following: Should companies market to children? If so, what are your reasons for supporting this point of view?

If not, then what is the basis for your opinion? Provide outside support for your opinion. Write your initial response in about 150–200 words. Apply APA standards to citation of sources. Make sure to quote or paraphrase at least two outside sources in your answer.

By Wednesday, June 19, 2013, post your response to the appropriate Discussion Area. Through Sunday, June 23, 2013, review and comment on at least two peers’ responses.

Grading Criteria and Rubric

  • Demonstrated critical thinking and argumentation skills while explaining if companies should market to children. Justified the answer with outside support. 36 points
  • Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources; displayed accurate spelling, grammar, and punctuation. 4 points

Total: 40

Paper For Above instruction

Should Companies Market to Children? An Ethical and Practical Perspective

In contemporary marketing practices, the question of whether companies should target children as consumers remains highly debated. On one hand, marketing to children can support economic growth for businesses and introduce young consumers to essential products early in life. On the other hand, concerns about ethical implications, such as exploitation and manipulation of impressionable minds, justify opposition to such marketing strategies. This essay explores both perspectives, emphasizing the importance of ethical considerations supported by scholarly research and industry analysis.

Proponents of marketing to children argue that it stimulates economic activity and fosters brand recognition from a young age. According to Kunkel et al. (2015), targeted advertising to children can influence their preferences and establish brand loyalty early on, which benefits both consumers and marketers in the long term. Additionally, marketing to children can promote educational products, healthy foods, and activities that can positively influence their development (Pasquier, 2014). For example, marketing campaigns for educational toys and healthy snacks aim to leverage children's fascination and curiosity to promote beneficial consumption patterns. Such practices suggest that marketing to children, if done ethically, can serve societal interests by promoting positive behaviors.

Conversely, critics highlight the ethical dangers inherent in marketing to vulnerable populations like children. According to Center for Digital Democracy (2019), children lack the cognitive development necessary to fully understand advertising intent, making them susceptible to manipulation and impulsive buying. This raises moral concerns about exploiting their impressionability for commercial gain. Furthermore, studies have demonstrated that exposure to advertisements for unhealthy food products contributes to childhood obesity and poor health outcomes (Harris et al., 2009). These risks underscore the need for stricter regulations and ethical boundaries that restrict marketing practices targeting children. Critics argue that protecting children’s well-being should be prioritized over corporate profits.

In conclusion, while marketing to children can have some beneficial aspects, such as promoting educational and healthy products, the ethical concerns regarding exploitation and health risks outweigh these benefits. Therefore, companies should exercise caution and adhere to stricter regulations to safeguard children from manipulative advertising practices. Supportive industry standards and policies are essential to ensure that marketing strategies serve societal interests without compromising the well-being of young consumers.

References

  • Center for Digital Democracy. (2019). Ethical considerations in marketing to children. https://www.cdd.org/ethics-child-marketing
  • Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health Psychology, 28(4), 404–413.
  • Kunkel, D., et al. (2015). Children and advertising: Perspectives and policy considerations. Journal of Consumer Policy, 38(4), 331-347.
  • Pasquier, V. (2014). Marketing to children: An ethical dilemma. International Journal of Consumer Studies, 38(4), 401-407.

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