Schor looks at how children are used in gathering data, which is in turn used to make advertising and marketing decisions. Focus groups are set up to study children’s reactions to products. Children are even used to host parties at which they introduce their friends to new products, and in this specific manner, marketing researchers are intrusively observing kids to better know what and how to sell to them. The marketing representations technologically advanced by these organizations are amazingly designed, detailed, and are aimed towards the specific psychological expanses where kids are weakest. Marketers know that if they tell young kids that a product is fun or cool, the kids will pester their parents to get it, and the more the kids see the ads, the more persistent they will be with the pestering (Schor, 2005).
Kids themselves are working for marketers whereby they are being viewed as the “experts,” and are involved in all marketing stages, from product design to final advertisement copy. In addition to this, some marketers portray a world in which parents and teachers are not paying attention or empowering kids. Since it is noticeable why salespersons would hunger for this input for their target audience and it is clear why the kids would want to take part, this seems like a very natural marketing technique.
Following science and technology, Schor provides some relatively huge clues: following the amazing research going on behind marketing, Schor seems to relate the use of home monitoring, brain scans, quantitative and qualitative analysis of child responses in addition to videotaping as those scientific analyses used individually to develop better models for convincing children to want products, (Schor, 2005). Marketers have even gone to a larger extent in neuromarketing to investigate and learn how consumers respond and feel when presented with products or related stimuli and investigate the non-conscious processing of information in consumers’ brains.
Marketing also riddles profoundly into the public school system, using services such as Channel One to advertise messages direct into the classroom officers directly permitting advertising in schools. Marketing research has gone to this extent.
From an ethical perspective, there are the "viral-marketing" campaigns where kid leaders are paid to convince other kids to buy merchandise, or when college kids are paid to sit in bars and pretend to be ordinary patrons while extolling the virtues of a company`s alcoholic beverages, which is not appropriate at all. Schor notes that Internet advertising is a great problem for children, since it contains Ads and messages about sex, drugs, thus affecting not just what children want to buy, but whom they think they are young children have great difficulty recognizing which parts of the screen are filled with advertising and which parts with content (Schor, 2005).
Schor, J. B. (2005). : The Commercialized Child and the New Consumer Culture. Retrieved October 8TH, 2016, from http://www.thesimpledollar.com/review-born-to-buy/