Consuming Kids Documentary Analysis

“Consuming Kids” is a documentary produced by Media Education Foundation in 2008, on how corporations are taking over our childhood. Kids are becoming targets to the marketplace. Major advertisement corporations are using their marketing on children in a harmful way. Some of these harmful ways include medical issues, the influence on body image, and lack of desire to play outside. This matters, because of our future youth. Advertisements are a domino effect on society.

Throughout “Consuming Kids,” there are negative interpretations of the marketing on children. The future is in the hands of a younger generation. Ironically, the marketing is harming young children through various medical issues. There are studies shown that there is an increase in bipolar disorder, as well as ADHD. As more children begin to cease playing outside, there is a surge in childhood obesity. Children are not being marketed to play outside. The advertisements on TVs show children inside and lazy. Without physical activity, there is a higher chance of depression, as the child grows up. Type 2 diabetes is uncommon within children, unless it is hereditary. But, this is not the case within our growing generation. Type 2 diabetes has become prevalent, as a result to children

not playing at a playground like children have done in the past.
Body image is now thought about at an even younger age.

Bratz and Barbie dolls highly effect the way girls perceive themselves. Young girls are beginning to wear makeup and revealing clothing beginning at the age of 8. Girls are told, because of advertising, that they should look or weigh a certain way. Thus, causing an increase in eating disorders, as well as depression in adolescence. The advertisement industry is making it so that kids are getting older younger, as stated within the film. Unlike females, marketing targets boys in another way. They are shown guns and gore to peak their interest. Males are portrayed as violent and dominant. This influences kids to believe that conflicts should be dealt with via

violence.
Prada, Abercrombie & Fitch, and Ralph Lauren are all examples of designer brands. These brands define our social class in today’s society. It not only defines our social class, but our values. “Brands will make us happy” is stated during the documentary. These brands are not only shown through television advertising, but through social media as well. Throughout TV shows, there is a new influence of shallowness, and an about me attitude. The culture has gone from cheap children toys to upscale toys that can even be cell phones starting from the age of 8.
Throughout “Consuming Kids,” the marketing corporations are using children to make money, as children are able to convince their parents to buy the cool new thing that has just come out. Kids alone influence 700 billion a year in profits, and they are the determining factor of what gets bought. They are able to do this because of the nag factor by throwing tantrums, and bothering their parents until they get what they want. Overall, kids have the ultimate power, but the marketing place is harming their values and harming the future generation.