past: marketing to children was a relatively low-budget affair (toys & sweets)

children are now targeted not only through TV ads, but via Internet pop-ups, e-mail, product placements in programmes and on websites

the electronic media allow lots of opportunities for 2 great learning devices: imitation and repetition

instead of using their imagination, today's children are encouraged to want all sorts of paraphernalia, from fully equipped hairdressing salons to mini-briefcases

for girls: Bratz dolls : the new 'Barbies' (the Secret Date Colletion, pairs each Bratz girl with a Bratz boy & includes two champagne glasses and several date-night accessoires

there's a now a massive fashion industry for children of all ages, with styles that are increasingly adult (including 'sexy' underwear for little girls

issue: small children now have problems with body image

children's friendships and relationships are influenced by what they own

in the past: playground culture has always existed, but it used to be children's own private world, the children maintained control even if it was influenced by children's books, comics/the media

pester power: children are having ever greater influence on the family purchases, parents often give in to pester power to keep the peace on shopping trips

guilt money: for marketers: wino-win situation: parents long working hours so they buy their children toys to assuage their guilt

brand loyalty: marketers try to win children's attention for their brands, because there's a chance that they stay loyal for life, easy to convince children that a certain brand can make them happier and more successful

convince children that their lives will be better if they own a certain product

children are being set up for a lifetime of consumer-driven unhappiness

BUT: it's suggested that once people's basic material needs are met, real happiness comes not from owning more and more stuff but from: strong relationships, personal achievement