Promoting to kids: ad overload?
'Nothing in excess' (inscription on the Temple of Apollo at Delphi).
innocents? Get real! Although there is no record of a tot's first words being 'I
want', the phrase is not long in coming. Children are 'I want' savages from
their postbirthing bawl for attention until (and if) a combination of good
parenting and good education imposes on them a veneer of civilisation and
consideration for the rest of humankind.
So let's not take
too seriously the howls from the 'marketing corrupts the innocents' lobby. No,
if the critics have any justifiable target at which to shoot it is not the
exposure of children to advertising and incentive promotions but the excess of
it. Like 'pester power', it is the persistence and volume that overwhelms. And
corruption, if it exists, is that of judgment, not innocence.