CONSUMERISM AND KIDS
With single child and disposable incomes, parents find it difficult to say 'no' to their kids. This has been amply exploited by the advertisement industry. Ads directly appealing to kids are increasing. As long as these ads are about children's products, there is no problem. But, ads appealing to children to urge adults to buy an adult product are deplorable. One example is a credit card ad. The children want to pick up something in a shop. The father gestures, `no money'. The kids gesture the swiping movement of a credit card. Father yields. This ad epitomises the attempt to bring consumerism to kids. Some parents try to compensate near non-existent time with kids by indulging them in material goods. Children largely model after their parents. If their parents worship consumerism, they would follow suit. If their parents love flaunting their new acquisitions, kids would want to flaunt their new bicycle or toys. There is nothing genetic about it. It is just learned behaviour.
Dr. S. Mohan Raj
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