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Title Four Corners: How The Kids Took Over
Published Australia : ABC, 2006
Online access available from:
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Description 1 streaming video file (42 min. 21 sec.) ; 256629996 bytes
Summary Arguably the most significant consumer group in western history, influencing about $700 billion in spending each year, where is kids' consumer power leading?Kid watching is very grown-up business. The 12-and-unders are a demographic that marketers ignore at their peril. These children and grandchildren of the baby boomers have a say in how $700 billion or more is spent each year, making them one of the most powerful consumer groups in history. Every marketer wants a piece of the action, and children are being hit with a battery of ads for an array of products that could scarcely have been imagined just a few years ago. Not long ago children were content to run and play on the beach. Now they are offered packages at luxury resorts custom-made for kids - where they are waited on by adults, dished up non-stop entertainment and pampered with spas and massages.The marketing assault is aimed not only at getting children to spend. Even companies who market adult products, such as cars, are enlisting children to help persuade their parents to buy the "right" brand. So how did the kids achieve such pull, and where is it leading?"How the Kids Took Over", a documentary set in the heartland of consumerism, the USA, tells how a dramatic shift in family dynamics - with power devolving from parent to child - has created a marketer's dream. Big business wants children's attention, their money and their powers of persuasion. Anti-marketers fight to protect them. Parents are mostly at a loss for what to do.**Please note that this program/series has been created from masters kindly provided by DECS Tape Services in South Australia. These recordings have been collected over a period dating back to the early 1990s and as such, the picture quality may be of variable standard
Event Broadcast 2006-03-06 at 20:30:00
Notes Classification: NC
Subject Advertising -- Marketing.
Baby boom generation -- Economic aspects.
Child consumers -- Psychology.
Children -- Conduct of life.
Children's television programs -- Social aspects.
Television advertising and children.
Form Streaming video
Author Kurnit, Paul, contributor
Sutherland, Anne, contributor