Go ahead, blame advertising. You know you want to!
By
The photos above were taken by a Korean named JeongMee Yoon for her Pink & Blue Project.
JeongMee Yoon’s current work, “The Pink and Blue Projects” explores the trends in cultural preferences and the differences in the tastes of children (and their parents) from diverse cultures, ethnic groups as well as gender socialization and identity. The work also raises other issues, such as the relationship between gender and consumerism, urbanization, the globalization of consumerism and the new capitalism. The topic seems to be well treading territory already but it’s still crazy to visualize. Some of the poses that these kids strike are interesting too.
I found those pretty photos just by accident. I actually love them from the visual point. But to be honest when putting on my “advertiser” hat, I do feel a little bit guilty when facing those colorfully photos though I know if I saw those photos just from a normal public viewpoint, I wouldn’t feel any weird. Apparently, Children & Consumerism issue is portrayed vividly in those photos. So I wonder, as advertisers, should we blame ourselves for worsening the children consumerism problem?
Also, the photos seem to me that things have changed a lot since I was a kid. There is just more fancy stuff for kids than their used to be. While starting to “envy” those lucky kids who born in such a plenty commodity market nowadays, I “admire” the overwhelming advertising power on leading the public especially our kids into an over-consumption era.
I know some may still argue that there is not anything wrong with marketers and advertisers trying to make sales and profit. However, the effects of things like mass consumption, the intense advertising, and targeting to children and its impacts over so many aspects of daily lives is of concern. Children are not only customers, but also consumers, influencers and users in the family Decision-Making Unit. From my personally opinions, I do think children’s identities shouldn’t be defined by their consumer habits; yet that is the main way they see themselves reflected in the media—as consumers, and advertisers are targeting younger and younger children with this message.
1 Comments
December 11th, 2009 at 2:07 pm
That is amazing to see all those toys, games, outfits, and accessories that belong to such young children. I never laid out all of my toys when I was younger, but I’m fairly certain that I didn’t have that many! It makes me wonder how much of what these kids have is from them requesting toys and presents, and how much of it was just purchased by doting parents.
It does seem like children are advertised to more and more, and with a plethora of children’s programming and branded everything from plates to pajamas, there seems to be no end of commercialization in sight. I haven’t done all the research but it seems to me as more families have two parents in the work force some parents compensate for their absence by showering their kids with gifts.
My concern when I see these pictures is with so much to play with and everything branded, when do these kids play just using their imagination? I remember building forts, but now there are pop up tents with popular TV characters printed all over them, totally alleviating the need or desire to create your own play world. I hope that this mass consumption by children doesn’t go too far, making material objects the whole focus of life. Children are impressionable, and by all means I think toys are ok, but in some moderation. Maybe its time for advertisers to set a new agenda for parents, letting them know that there are better ways to connect with their kids than showering them in toys. Playing a game together or doing a puzzle would surely do more for the child in the long run,and could prevent a materialistic new generation.