1 October 2012
Revolutionize the Future
When was the last time you craved for burger, fries, or even a milkshake? Or how about the last time you bought a pack of cigarettes? These days, advertisements from various industries have managed to draw people’s attention and lure them into buying the products that are presented to them. As a result, fast foods and tobaccos have ultimately become a major part of our lives. These advertisements have been known not only to target adults, but also children and teens. Therefore, marketing aimed at young people continues to be a problem in today’s society and should be resolved because their health and future are affected by industries that are shaping the way they think and behave.
In this case, a couple of specific methods industries use to gain credibility from consumers are by including toys and products with brand logos to the kid’s meals and getting involved with schools. Food companies and toy manufacturers come together to create toys that would help advertise food (Story 19). They prey on children’s love for toys, and children are unaware they are being manipulated. They get distracted by the fact that certain meals contain a collectible toy they do not have yet, which leads them to buying it. Fast food industries used this as a way to increase the likability of their meals. Children would desire to purchase meals with toys in order to complete their set. Also, the fact that they are using brand logos on the toys makes it seem like they are in the same league as other large companies. Moreover, soda companies, such as Coca Cola and Pepsi, gain trust from schools by offering them incentives such as cash awards or donated equipment if they agree to sell their products and make a specific amount of money (Story 15). It seems that they make people believe it is a “win-win” situation because both sides would get what they want or need. The companies establish a relationship with them, making them believe they are trustworthy. When in reality, the relationship is all built up on lies and deceit. The companies gain money and success while the consumers gain addiction to the products, spending lots of money and caring less about their health. They use these kinds of methods to gain trustworthiness from consumers, which would lead to their growing success.
In addition, industries also use television to market their products with the intention of winning over more potential consumers. They take advantage of the fact that young people in today’s society are constantly glued to television. Story reports that children in the US “between the ages of 2 and 4 years view 2 hours of television daily; this increases to over 3.5 hours near the end of grade school” (13). Fast food companies promote their products by inserting their commercials in between children’s programs to expose their products to them. In the commercials, friendly characters and memorable tunes are used to catch the attention of children. For example, McDonald’s created their main character, Ronald the Clown. Fast food companies believe that they would have greater chances of succeeding if they attracted more young people because they tend to spend money on anything they wanted without thinking about it carefully. Children and teens live a carefree life and do not carry a lot of responsibilities like adults do. Yet unlike the adults, they are unaware of the consequences of the products being sold to them. Additionally, tobacco companies also do marketing by placing their products on popular television shows. Take the case of the 1960s cartoon show, The Flintstones, when the main characters smoked at one point during the show, according to Billy Ingram (par. 20). Product placement is used as a way to show people that smoking is hip and attractive. It is to also used to convince people that smoking would make them feel good because it would relieve the stress and pain...