Kessler and other psychologists point out that ads tell children that they will be happy and loved if they buy the product, thereby furthering a materialistic society.
"We're moving towards being a consumer society," Layton says. "No one really questions whether or not it's good."
The Other Side of the Coin
Developmental psychologist Whiton S. Paine, in fact, makes a career out of advertising to children. As president of a market research firm in Philadelphia Paine takes a middle stance in the argument.
Children are a vulnerable target, he says, and need protection, but marketing to them is not a problem.
says that advertising can actually benefit children, as long as it does not promote tobacco, alcohol, or violence.
In fact, Paine believes that children who become savvy about advertising can grow up to be much more competent consumers than kids who grow up without any knowledge about consumer culture.
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