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How Marketers Outsmart our Media Savvy Children

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The example has trouble picking sneakers, not because he is choosing among too many that he likes, but because each one represents an image which may cause him problems or not be what he wants to project. Personal taste is never mentioned. It begs the question does this generation really have anything which is theirs? We have had X and Y, so maybe this is the Zero generation. It has been shown in research that a rich environment increases intelligence, or at least, it increases the scores on tests. Perhaps it is in sorting through the stimuli and making choices that help develop the mind. Our environment is currently extremely rich in stimulus and media of all sorts. We have music, are and writing everywhere.

Even ads have a creative force behind them. So it is not surprising to discover that this generation of kids became aware that they were being sold what was determined by the marketing firms to be what they liked. While I have and still worry about media literacy, ever since reading things like Rushkoff or even books like Dr.I Hayakawa’s Language in Thought and Action(1991), I know that this generation of teens is not the easy stationary target of the past. However, are they dodging, because marketers are shooting? Will marketers run them to death? Hidden marketing is not new. I remember hearing that sales at upscale cafes like Starbucks and such increased after Friends began to air. However, phenomena like MTV have taken this hidden marketing so far that it became obvious and offensive so teens began to rebel again. So the target teens have been constantly shifting their loyalties and running ahead of the hounds. In this process, this artificial state of attention deficit disorder imposed upon them has arrested their development as a part of our culture. These teens have not been given any space in which to develop taste, because they have been part of this vicious marketing cycle. While teens are in the process of making up their minds, the marketers are selling them what they are considering. When the teens realize this they move on to something else but are angered because they believe that maybe these ideas were sold to them and were not theirs.  .

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preview essay on How Marketers Outsmart our Media Savvy Children
  • Pages: 4 (1000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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