1:04:13
Comparing the marketing
of yesteryear
1:04:15
to the marketing of today
1:04:17
is like comparing
a b. b. gun to a smart bomb.
1:04:21
It's not the same
as when I was a kid
1:04:25
or even when the people
1:04:26
who are young adults
today were kids.
1:04:32
It's much more sophisticated
and it's much more pervasive.
1:04:36
It's not that products
themselves are bad or good.
1:04:43
It's the notion of
manipulating children
1:04:46
into buying the products.
1:04:51
In 1998 Western
International Media
1:04:54
Century City and Lieberman
Research Worldwide
1:04:57
conducted a study on nagging.
1:05:01
We asked parents to keep
a diary for three weeks
1:05:03
and to record every time
1:05:05
you could imagine
1:05:06
every time their child nagged
them for a product
1:05:10
we asked them to record
when where and why.
1:05:18
This study was not to
help parents cope with nagging.
1:05:24
It was to help corporations
help children nag
1:05:28
for their products
more effectively.
1:05:32
Anywhere form 20 percent
to 40 percent of purchases
1:05:36
would not have occurred
1:05:37
unless the child had
nagged their parents.
1:05:40
That is we
found for example
1:05:42
a quarter of all visits
to theme parks
1:05:44
wouldnt have occurred unless
a child nagged their parents.
1:05:48
Four out of ten visits
to places like Chuck E. Cheese
1:05:50
would not have occurred.
1:05:52
And any parent would
understand that
1:05:53
you know when I
think of Chuck E. Cheese
1:05:54
oh my goodness
its noise.
1:05:59
And theres
so many kids.