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First lady Michelle Obama is launching a nation wide campaign today to combat the epidemic of childhood obesity. The campaign called Let’s Roll had its seeds in the organic garden that Mrs. Obama planted with her children on the White House grounds after her husband took office. It was a nationally symbolic gesture aimed at not only healthful eating, but getting kids away from the television set which constantly bombards children with junk food ads. Today’s kids are advertised to almost from the time they are born with market researchers finding that even six month old infants have the ability to recognize and distinguish between brands and logos. Since the 1980s all regulations on advertising to children were dropped with the result that today hundreds of billions of dollars are spent yearly by parents for clothing, toys, gadgets, food, and even cars that their kids’ demand. A new documentary called Consuming Kids: The Commercialization of Childhood, examines how children are relentlessly exposed to commercials almost every where they look and listen, at the store, at home, at school, through their phones, and in the car and school bus. An entire field of marketing called youth marketing, has employed advances in psychology, anthropology, and neuroscience to transform American children into one of the most powerful and profitable consumer demographics in the world.

Thank you Gift:

Consuming Kids: The Commercialization of Childhood – DVD – $120

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