Children represent a great target for advertisers and marketers across the world. Not only are they easily swayed by advertising, they are great at getting parents to buy these products. If a kid wants something in a kid’s locker, they’ll prod and annoy their mom and dad until their decorative shelving has what they want. Anyone who’s seen a kid pester their parents knows the lengths kids can reach, and all it requires is a little suggestion from a single advertisement to send them on their way.

The food company of McDonald’s at one stage advised employees to specifically target young children. In a campaign called, “Kid’s are the Star” employees were encouraged to take special attention to the children in the restaurant, and make sure they have a positive experience while they are eating at McDonald’s. The reason for this, of course, was not because the McDonald’s corporation cares so much about the well-being of children across the world, but that the pester-power that children have is extraordinarily effective at bringing parents again and again.

The way that companies target children is simple. Big, bright lights, happy kids and animated characters are all that’s needed to encourage children into thinking a certain product is something they want. This is because children are very naïve, they genuinely believe what an advertiser tells them about the product they are selling. They don’t realize that Ronald McDonald is just a guy in a costume and make-up, and that out the back of every McDonald’s are a bunch of kids working in uncomfortable conditions for low pay.

It brings up a real moral dilemma for those who make the advertising decisions, or at least it should. While manipulating children into believing lies, especially encouraging them to eat unhealthy foods, is obviously bad, the money that is on offer is just so good. How do you say no to an opportunity to have such a wide audience of children, who act as advertisers on their own when they encourage other children and their mom and dad to use a certain product?

The superficial responses they get from eating McDonald’s last about as long as they attend the place. This isn’t a happy coincidence, it’s a deliberately created ploy. The goal is that kids arrive and take high amounts of caffeine, salt, sugar and fat. Their system gives an instant positive reaction, and by the time they’re “coming down”, you’re on the drive home.

One of the problems with today’s society is we think in the way that is shown in the paragraph above. There is a thought that the impact on children in engaging in damaging media can be “weighed up” against how much money can be made and power can be had. When thinking like this is involved, it is no surprise the world of today is rife with so many problems.

If you want what’s best for your kids, keep them away from the television as much as you possibly can. It’s bad for their brain, and ultimately bad for your wallet! Take them out, not to McDonald’s but to the beach or somewhere they can enjoy life.

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