Resource Database

Bringing Up Baby

Melillo, Wendy

Published: February 13, 2006, Adweek, p.14

Description

This article focuses on different issues related to advertising and children. Sesame Workshop is designing a TV spot introducing parents to a series of DVDs aimed at children younger than 2 years old. Sesame must show parents that its DVDs are meant to encourage active learning. The number of videos and DVDs produced for young babies has increased from practically none in 1998 to about 750 today. But consumer advocates are concerned about children’s exposure to advertising. And Sesame’s new DVDs will no doubt be a target. By offering infant-learning content on a TV screen, they violate a key guideline of the American Academy of Pediatrics—children under 2 should not watch television. The debate has grown increasingly urgent. The American Psychological Association also believes that children should not be exposed to TV advertising.

Topic(s): Advertising/Marketing

User Type(s): Advocate, Educator, Policymaker, Researcher

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