Further reading during
this module has stimulated me into expanding on a point introduced in my week 5
blog entitled: ‘Children and Advertising’.
As briefly mentioned in
the original entry, children are now seen as consumers (Lusted, 2009). Evans
(2005) extends this point further, imploring that in the lives of contemporary children
possessions are very important, thus influencing the development of children as
consumers (Kline, 1993 cited in Evans 2005). Evans (2005. pp. 108) argues that manufacturers
“capture” children through ‘inventive television programs, through persuasive
advertising and marketing, and through film tie-ins’, therefore reinforcing the
later points in the original entry which state that children are exposed to
advertisements so frequently that they may not be able to distinguish between an
advert and their television programme.
In illustrating this
theory, Evans (2005) conducted some research with a small group of primary
school pupils to find out what they thought about their roles as consumers in
the Beanie Babies (soft, collectable toy) market, and whether they felt they
were being manipulated in the global marketing campaign. This research proved
that by encouraging discussion around the topic of advertisements and their purposes,
children realised their vulnerability to the power of adverts, and were more ‘conscious
of exactly how they were being positioned in today’s market place’ (Evans,
2005. pp. 120-121). By conducting such activities in school, Evans (2005. pp.
123) suggests that it enables children to reflect on their every-day life
decisions, such as: ‘decisions in relation to making choices about what they
buy, eat, drink, listen to, and so on’.
Although learning about
advertisements in class will without a doubt extend and develop children’s persuasive
vocabulary and offer them an alternative style to write in, it is questionable
as to whether it will really impact on their role as consumers. Drawing on one
of the main problems associated with advertising highlighted in the original blog
entry regarding the peer pressure felt by children to conform to the consumer
society, despite being aware of the intent of the manufacturers, children will
still be under pressure to keep up with the children who continue to be
consumers of popular products, therefore it could be argued that this cycle
will continue regardless of instruction within schools.
Evans J (2005) Literacy Moves On- Popular culture, new technologies,
and critical literacies in the elementary classroom. Portsmouth: Heinemann