Marketingul catre copii - o problema de etica in marketing
MARKETING TO CHILDREN –AN ETHICAL ISSUE IN MARKETING

Summary/Abstract: Marketing ethics are the principles, values and standards of conduct followed by marketers. Society actually expects marketers to adopte its own beliefs, values and principles and therefore criticism of the current business practice is so harsh. The current trend in business is toward greater ethical awarness and accept that consumers have rights that marketers must recognize. One of the most relevant example to this topic is marketing to children, a major concern to the consumerism movement. Young children are the target for advertisers because of the money they spend themselves, the influence they have on their parents spending and because of the money they will spend as „the future market”. A major reason for this concern is evidence based on Piaget’s theory of cognitive development that children are not able to fully comprehend commercial messages. Another cause for worrying is the content of commercials that can prove damaging for children by encouraging certain bad manners or activities. Finnally, there is the concern that increasing amount of advertising that children view will lead to their apprehension of values that are overly materialistic.

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