Dec 7, 2012
The essay “Kid Kustomers” by Eric Schlosser talks about how children got sucked into
the idea of consumerism. It all started in the 1980’s with parents wasting more money on their
kids. Now companies such as Kid2Kid, the Gepetoo Group, and Just Kids and other big
corporations specialize in finding ways to get kids to buy their products. The author mentions the
different ways children nag to get what they want, such as the pleading, persistent, forceful,
demonstrative, sugar-coated, threatening and pity nag. The television plays the biggest role in
consumerism because of the advertisements that children are watching all day and the effect it
has on them. The reason advertisements are the best tactic when it comes to consumerism is
because children think that advertisements are part of the television show.
Schlosser brings up several good points throughout the essay. This world is a
materialistic world. Most people nowadays are sucked into being the consumers and buying
things that they do not even need because now it is all about who has the best clothes, shoes, car
or house. It’s one big competition and hardly anyone is ever happy because there is always
someone who has something that you do not have. Another reason people like to be consumers is
because like to own the newest version of something. One example would be the millions people
who buy the new iPhone or iPad when in reality it’s practically the same as it predecessor. If
these marketing techniques work well on adults than that is the reason they are more effective on
children. Lastly Schlosser’s points are valid because I too have seen children being convinced to
buy a product by people on the streets ,beg to their parents and have seen the effects
advertisements have children.
It happens all the time, whether people realize it or not. When a child sees a guy with a
big sign advertising toys or food the kid is going to want to ask their parents if they can get the
toy or that they are hungry. It is sad that almost all children know who Ronald McDonald is and
when they get hungry they are most likely to go to McDonalds because it is convenient. Children
are more easily targeted now because now their friends influence them and if that one friend has
something that they like, they will find a way to own it too. My little cousin Max who is ten
years old feels he has to own the newest thing. It saddens me because he is in a competition with
his friends and these companies are making money off him when he may not truly be interested
in their product.
Companies target children specifically because they get what they want the majority of
the time. Companies depend on their children to beg to their parents so that they can buy their
product. Whenever my cousin Max beg to his parents he eventually gets what he wants because
he is persistent and persuasive and makes his parents feel guilty if he does not get what he wants.
Sometimes while I am walking down the street or in the mall I see a kid with a iPhone
wondering what they with something that sophisticated at such a young age. It makes me wonder
if kids have things such as the iPhone then what else do they have? These are the children who
are sucked into consumerism and have to buy everything that is considered cool or new. To me
one of the biggest reasons companies invest time and money on marketing advertisements
directed towards children the most is because children have not learned the true importance of t
the dollar bill. They no value behind it and do not think it of as much when their parents are the
ones out their spending there money on them.
Advertisements on television play the biggest role in consumerism. One effect that
advertisements have on children is that the...