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Advertising and Marketing to Children: Exploitation or Socialisation?

Paul Cowell (Young ‘n’ Active 16 Alderley Road Sale Moor Cheshire M33 2UR UK)

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 February 2000

Abstract

This article discusses some of the views on advertising and marketing to children from both sides of the argument and takes a position that marketers should accommodate the views of those who disagree with them and not be content to just lobby against them. The author believes that rather than just attempting to continue bombarding children with the advertising message they should, in partnership with primary/elementary schools teach children how to understand and deflect the marketing and advertising message, in other words ‘free children's minds’. Marketers should also ‘free their minds’ and examine whether they have fully taken on the marketing concept or are really manipulating the minds of their customers.

Keywords

Citation

Cowell, P. (2000), "Advertising and Marketing to Children: Exploitation or Socialisation?", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 25-30. https://doi.org/10.1108/eb027632

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited