Kid Kustomer By Eric Schlosser

The Book A Child Called “It” written by Dave Pelzer who survived one of the most severe child abuse cases in history. He wrote about his life from the beginning when family life was good, and throughout the abusive years, until he was finally rescued. Before kindergarten Dave remembers his life being happy. He stated in the book that, “"My family was the 'Brady Bunch ' of the 1960s. My two brothers and I were blessed with the perfect parents. Our every whim was fulfilled with love and care." But in the years after that he faced unimaginable pain and abuse mentally and physically.

Schlosser refers to the Joe Camel ad campaign, which used a “hip cartoon character to sell cigarettes.” A 1991 study published in the Journal of the American Medical Association found that nearly all of America’s six-year-olds could identify Joe Camel, who was just as familiar to them as Mickey Mouse. Interestingly enough, another study found that one-third of cigarettes illegally sold to minors was in fact Camels. Not only do advertisers need a way to get kids to want their product, they also need children to be able to persuade their parents into buying them that product. The concept of children persuading other people to buy them what they want is known as the “surrogate salesmen.” James U. McNeal’s, professor of marketing at Texas A&M University, classified kids nagging tactics into seven major categories; pleading, persistent, forceful, demonstrative, sugar-coated, threatening, and pity based appeals. Kids learn what appeal or style works best on their parents and stick to that ploy whenever they want something.

In today’s media obsessed society, youth is greatly influenced by advertising. For example, Marketing to kids gets more savvy with technologies is how they ,“Online games like Webkinz show ads on the site draw youth to buy the product or just to look at it for ‘money’”. Because this tactic works, the ads are an excellent at make youth to talk about this and be annoyed. In Facts about Marketing to Children, it says, “Children pack 8.5 hours of media a day’, is what the Facts about Marketing to Children says.” Because children are on the media so much it is easy for marketers to advertise and get children to buy the product. “ Anne Lappe says that when her daughter grows up, and goes to a movie, the character might have a soda or fast food.”

In order for advertisers to gain consumers of their products, the advertisers know they have to use certain strategies to reach out to all the different ages. Children today consume vast majorities of media spending up to 44.5 hours or more per week watching television, on the

The author is very good at gathering specific data and examination. It is clear that Schlosser's purpose is to change the way you consume and the way you use cash, and additionally the way you think. Schlosser truly gives a flawless insight about his clarification upon marketing methods utilized on kids and in addition the reason for it. A marketing strategy plan to increment present deals, as well as future deals. “Growth in children’s advertising has been driven by efforts to increase not just current, but also future, consumption. Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases” (Schlosser, 2011, p.259). In this citation, Schlosser claim that advertising on kids could make a greater possibility of brand royalty, which will keep the kids on purchasing items from this brand for the rest of their life. The introduction fits the body of the essay, it was clear and effective. The introductions opened a lot of discussions about the essay and it made me want to know more about the

Each piece of information is presented with background information or evidence that allows the reader to retain the information and accept it as true. When Schlosser introduces the topic of research on children he supports it with sources such as, “Dan S. Acuff-the president of Youth Market System Consulting and the author of What Kids Buy and Why (1997).” Schlosser remains cautious to keep the article from becoming overly factual with statistic and studies, he uses example or events to back up his claims. As an example, Schlosser talks about the perfect synergy of two companies collaborating to create an unstoppable sales tatic. As he discusses this he throws in many events of when these tactics worked, “In 1999 McDonald's distributed eighty different types of Furby. According to a publication called Tomart's Price Guide to McDonald's Happy Meal Col- lectibles, some fast food giveaways are now worth hundreds of dollars.” The way the author approaches to support his information is strong because it is necessary for the content without making the information too factual and

Schlosser writes, “companies now plan ‘cradle to grave’ advertising strategies” (354) when describing the way advertisers’ plans for lifelong consumption. The author describes one tactic used by advertiser’s to increase consumption by using marketing campaigns which begin at a young age and continue on throughout the consumer’s lifetime. The author uses the phrase, “Cradle to Grave” to describe how the targeted advertising campaigns will be life long, as well as to include the dark connotation of the word “Grave” connecting to death in a sarcastic manner. This word choice creates a caustic tone for the audience to adopt towards the advertisers providing much of the author’s own tone. Schlosser describes how advertisers, “After largely ignoring children for years, […] began to scrutinize and pursue them” (353). Within the first paragraph of his essay the author describes the practice of marketing to children as to, “scrutinize and pursue”. The author uses the negative connotations associated with both “scrutinize” and “pursue” in order to make a connection for the audience between these practices and the practices of an animal hunting prey. The author uses word choice in order to indirectly criticize the practices of advertisers, which allows him to remain seemingly unbiased. The

In the short essay, Lies My Children’s Books Taught Me, it primarily focuses on The Pleasant Company and the ways they advertise, market, and sell their American girl merchandise. Lies My Children 's Books Taught Me, is written by Daniel Hade, who is a professor of language and literacy at Penn State College. In Eric Schlosser’s essay, Kid Kustomers, he explains the injustice of marketing, and the idea of “cradle to grave” advertizing. This idea of advertizing is basically to get a kid so attached or devoted to a brand/toy that they don 't just buy it for themselves but for their kids in the future. Kid Kustomers helps us to better understand the book Lies My Children’s Books

Eric Schlosser’s essay, “Kid Kustomers,” concludes and makes several strong points about the marketing on children. He starts his essay with a brief comparison that “twenty-five years ago, only a handful of American companies directed their marketing at children,” whereas today, “children are being targeted by phone companies, oil companies, and automobile companies…” He emphasizes and stresses the importance of having “Kid Kustomers,” because one important marketing strategy is to aim to “increase not just current, but also future, consumption.” Schlosser learns that ad agencies target children because they make up a majority of their sales. Throughout the essay, Schlosser not only gives marketing tips but also discusses the 7 different types

In the essay “Kid Kustomers” by Eric Schlosser, the author addresses how companies use advertising as a way to lure children into buying their products. The author eventually convinces the reader that children then influence their parents into buying the product as well. Schlosser incorporates statistics about how much McDonald's sold their happy meals to children between the age of three and nine. This is simply because children watch more tv and go on the internet more; therefore, they are more likely to see more advertising, and eventually pursue their parents to buy them the product. In an informative tone, the author is speaking to parents with young

The Child Called “It”, a book by David James Pelzer is a story of Dave's horrible childhood. Born December 29, 1960 in Daly City, California, David's life was wonderful; until, his mother started to drink. David's story is one of mistreatment and perseverance through tough times. Dave is now 56 years old and speaks to troops and other person's as a motivational speaker. It is his life’s goal to help others persevere through tough times.

Schlosser finalises by transitioning through making claims of the increasing importance of the social media mainly television and Internet as crucial approaches in advertising. Schlosser uses rhetorical approach in the “Kid Kustomers” through his survey findings from the journal of the American Medical Association, through his findings he brings up James U. McNeal, that analysis of “Kid Kustomers” by Eric Schlosser is considered the leading authority on children advertising. After his business analysis, he also uses psychological experts and the president of Youth Market System consulting besides the author to show what kids want and buy. The rhetorical approach is also visible through his focus on the rules of the advertisers through information got from federal investigations and the Federal Trade Commission laying emphasis on Michael Pertschuk and the chairperson.

In the past years advertising through media has significantly impacted the marketing industry. Industries have successfully accomplished impacting children through media by simply incorporating the four p’s of marketing, product, place, promotion, and price according to The American Marketing Association (EBSCO1). Nevertheless, companies thoroughly research information to learn what comes across as appealing to children. For example, companies advertising media incorporated attention grabbers including flashing banner ads, contests, sweepstakes, google sponsored links that matches the individual’s search history, tv commercials, are sneakily capturing the youth’s attention (Media). Cartoon network and Nickelodeon devote all their time entertaining and

In addition, the growing parental fears in society have caused parents to be more worried and cautious and even more protected over their children. As the increase in awareness that children are at risk of crime, assault and kidnapping by unknown people. Also due to increased road and train travel and traffic dangers, children are more likely to travel with their parents or carers. Rather than on their own. Secondly , to support that families have become more child centred is the children’s consumer market as children are now target audiences for many business such as , mother care , toys R Us , Nike , adidas and the music industry (especially) focus on the childhood market. Encouraging children to consume all of their products and parents to satisfy their children’s wants, this is “pester power”. Where the children pester their parents into buying them games, toys, music and so on. As the aim is to please the children, this would effectively say that

Marketing to children is not a new phenomenon; however, there have been many ethical debates on its rightness; is advertising to children a gentle persuasion of the innocent or a sinister threat to our society? There’s too much as stake if we remain silent and simply assume that marketing companies have our children’s best interests at heart; the truth is they don’t. This paper will explore to implications of marketing to children and the overall effects it has on our society. I will argue that advertising to children is a social problem. In the first part of my paper I will discuss why advertising to children is ethically wrong, I will then discuss what has changed; this will be followed by a discussion as to why it is a social problem and finally, I will conclude my paper by discussing what should be done to change it. Please note this paper is written in the first person as I have children and I have a vested interest in this topic.