1:06:00
Why would I want to
spend two hours there?
1:06:02
But if the child nags
enough you 're going to go
1:06:04
We saw the same thing with
movies with home video
1:06:07
with fast food...
1:06:09
We do have to break
through this barrier
1:06:11
where they do tell us
or they say
1:06:14
they dont like it
when their kid snag.
1:06:17
Well thats just a general
attitude that they possess.
1:06:20
It doesnt mean that they
necessarily act upon it
1:06:24
a 100 percent of the time.
1:06:28
You can manipulate
consumers into wanting
1:06:33
and therefore buying
your products.
1:06:35
It's a game.
1:06:39
Children are
not little adults;
1:06:41
their minds
arent developed.
1:06:43
And whats happening is that
the marketers are playing
1:06:45
to their developmental
vulnerabilities.
1:06:50
The advertising that
children are exposed to today
1:06:53
is honed by psychologists;
1:06:56
it's enhanced by
media technology
1:06:58
that nobody ever
thought was possible.
1:07:01
The more insight you have
about the consumer
1:07:05
the more creative youll be in
your communication strategies.
1:07:10
So if that takes
a psychologist
1:07:11
yeah we want one
of those on staff.
1:07:15
Im not saying it's wrong
to make things for children.
1:07:18
I also think its
important to distinguish
1:07:20
between psychologists who
work on products for children
1:07:24
to help you know toy
corporations make toys
1:07:28
that are developmentally
appropriate.
1:07:29
I think thats great
1:07:31
thats different
from selling the toys
1:07:33
directly to the children.
1:07:34
Initiative is huge.
1:07:36
I think in
the U. S. we place
1:07:38
about $ 12 billion
of media time.
1:07:41
So well put it on TV
well put it in print
1:07:43
well put it up in outdoor
well buy radio time;
1:07:46
so we're the biggest buyers of
advertising time and space
1:07:50
in the U. S.
and in the world.
1:07:54
One family cannot combat
an industry that spends
1:07:57
$ 12 billion a year trying
to get their children.