Going back to school at this stage in life?
Wow, what a journey.
I’ve been in marketing for years and have always stood by ethical practices, but diving into it academically?
That’s a whole new world. Now, here I am in my final year, digging into how commercials target and affect kids.
And, honestly, it feels personal. I’ve got a 4-year-old daughter, and even with her limited screen time, some ads still slip through. This culture already has a grip on her.
As part of my research, I picked up So Sexy So Soon, and let me tell you, this book was a shock – even though it was published in 2009!!!
The book really lays out how even the most ‘kid-friendly’ ads can push adult themes, making certain looks and behaviors seem “cool” for little ones.
It took me right back to growing up in the ‘90s and early 2000s, with those impossible beauty standards from Britney Spears and Christina Aguilera.
Back then, I felt I could never measure up to that image, and it seriously messed with my self-esteem as a teenager.
Seeing hints of that already starting in my daughter’s world? It’s too close to home.
So, this has doubled down my commitment to ethical marketing. Advertising can be incredibly effective but most marketers today don’t realize the consequences of their campaigns.
We can influence behavior with marketing & advertising, but we have a responsibility to use these tools for positive change, not just profit for the sake of profit.
Circling back to the book, here are the insights that stuck with me:
1. Early Sexualization and Gender Stereotypes
• The “Disney Princess” phenomenon encourages young girls to see their worth through appearance, reinforcing narrow ideals of femininity. Boys learn to value toughness and judge others based on shallow ideals.
• Sexualized clothing and behaviors become symbols of attractiveness for children, though they may not grasp the associated meanings, focusing instead on being “pretty” or “cool.”
2. Consumerism and Materialism
• Marketing uses sexualized imagery not to promote sexuality but to drive consumer behavior, linking “coolness” and happiness with product ownership.
• Toys and media steer children toward a consumer-based identity, equating happiness with acquisition, a foundational concept that can develop into dependency and materialism.
3. Influence of Media on Behavior and Self-Worth
• Children’s media and advertising emphasize beauty, toughness, and possession as indicators of worth, sidelining qualities like empathy, creativity, and problem-solving.
• Media’s influence often surpasses parental guidance, presenting an artificial culture that discourages vulnerability and emotional growth, especially in boys.
4. “Remote Control” Childhood
• “Age compression” and structured, media-linked toys limit children’s ability to engage in open-ended, imaginative play, instead programming them for passive consumption.
• This controlled environment can lead to “problem-solving deficit disorder,” where children become dependent on external stimuli, lacking the skills for curiosity-driven exploration.
5. Challenges for Parents and Society
• Parents feel the strain of countering media’s pervasive influence on their children, who face societal pressure to conform to narrow stereotypes.
• Media narratives create a “culture of fear” and parental guilt, making it hard for parents to feel they’re raising their children according to their values amid overwhelming commercial pressure.
6. Long-Term Impact on Relationships and Social Skills
• Children learn distorted lessons about relationships, with girls feeling pressure to embody contradictory traits and boys being taught to view women as objects, impairing their capacity for empathy.
• Stereotyped portrayals in media and reality TV further entrench beliefs in traditional gender roles, making authentic intimacy and connection challenging as children mature.