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Parents for Ethical Marketing
is a young, grassroots organization of people concerned about the effects of corporate marketing practices directed at young children.

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News & Events

Virgin Mobile Pulls Back Racy Campaign

Decides it probably wasn't the best idea to encourage kids to strip on YouTube . . . no matter what the cause.

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Game publishers turning more to girl gamers

Think pink! And puppies! And princesses!

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Study Finds Materialism in Children and Adolescents Linked to Self-Esteem

From the Journal of Consumer Research

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Ads on children's social networking sites

Harmless child's play or virtual insanity?

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Pepsi and Coke to reform marketing efforts to kids (maybe)

Plenty of wiggle room under new guidelines.

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Archive for the ‘Child Sexualization’ Category

The Lolita Effect, or, Yes, Virginia, little girls really are sexualized by the media

Wednesday, May 21st, 2008

At least a thousand people found their way to Corporate Babysitter via a mention in Salon.com’s Little Girls Gone Wild, an interview with M. Gigi Durham who wrote The Lolita Effect: The Media Sexualization of Young Girls and What We Can Do About It.

If you’re having trouble getting your head around the sexualization of girls, this article is a great place to start. The issues – the narrow definition of sexuality, the acceptance of only “perfect” bodies, the expection to be “hot” but not sexual (in the era of abstinence-only sex education and purity balls) — are clear and concise.

I’m anxious to read the book — especially the what we can do about it part.

Need some real-life examples from advertising/marketing? Check out the posts at Sociological Images (like this one) where we found this:

Dear Washington Post, children cannot be oversexualized

Sunday, May 18th, 2008

Dear Washington Post celebrity/pop culture blogger,

A child can be sexualized.

A child cannot be oversexualized. That implies that some childhood sexualization is okay.

Just as there is no such thing as “child sex charges,” there is no such thing as oversexualization of children.

Thank you.

In which I make my daughter cry, or, hey Beyonce, you’re not helping me here

Monday, May 12th, 2008

Less than 24 hours before the big Mother’s! Day! Celebration! I successfully added at least three more sessions to my six-year-old’s future therapy bill.

I made my daughter cry. Not the regular, no-you-can’t-have-a-second-donut tears but the gut-wrenching sobs of a truly frightened child.

It had already been a trying day. In the morning she was gazing at her Scholastic book order form and wishing for the Care Bear book/stuffed toy combo pack, just like so-and-so has at school.

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I’ve gotten pretty good at talking my kids down from these requests, but today she would have none of it.

But mommy, you let me have a Care Bear before . . . .
I know, honey, why don’t you play with that one?
Because the dog took it outside and now it’s ruined!
Oh, well, that’s too bad, honey, but Mommy does not like Care Bears.
But — but — but, the blue one is EVERYWHERE. I see it EVERYWHERE!

Of course she does, I gripe to myself, that’s part of the 17 BILLION DOLLARS spent to make sure she sees it everywhere. So I launch into my usual talk about the toy companies and how they want her to want their toys so that can make money, etc. etc. and we move on.

Later in the day she finds a pair of old sunglasses and brings them to me. She has just learned to read and is proud of it.

Look, mommy, Hello Kitty is everywhere, too! she says, pointing to the words on the side of the sunglasses.

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So now I’m annoyed.

Finally, we are getting ready to walk out the door to a birthday party when I hear a crash in the bathroom. She has pulled out a drawer too far and all its contents are spread on the floor. As I help her pick it up, she grabs a small mirror compact, a trade-show giveaway, and says she wants to put it in her pocket.

(more…)

A sexualized Miley Cyrus? One word: Disney.

Wednesday, April 30th, 2008

The blogosphere is full of discussions about Miley Cyrus and her photos in Vanity Fair. I’m surprised by how many writers find nothing wrong with the photo — but then, they didn’t attend a conference on the sexualization of children recently.

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With that in mind, here’s some worth reading: At Girl Media Maven, Nancy Gruver has a  great discussion going in the comments of Who’s the Grown Up Here? and a follow-up post where she discusses what all these sexualized images of girls in the media are doing to our girls. And Blue Milk has some terrific visuals to help explain why some of us have been speaking out on this for a while.

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This is the kind of conversation I’m hesitant to join, because I feel so bad for this 15-year-old girl, heart of an entertainment franchise, and the life she has ahead of her.

But, Corporate Babysitter that I am, I have to say that there’s one thing missing from this conversation: Disney. Disney owns Miley Cyrus (as lifestyle brand Hannah Montana) to the tune of one billion dollars.

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Now, Disney seems to be upset by the photos:

A Disney spokeswoman, Patti McTeague, faulted Vanity Fair for the photo. “Unfortunately, as the article suggests, a situation was created to deliberately manipulate a 15-year-old in order to sell magazines,” she said.

Emphasis mine. Disney would know something about creating situations to manipulate kids in order to sell something.

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After all, the Disney Princess machine alone is worth four billion dollars (see Disney Reaches to the Crib to Extend Princess Magic, Wall Street Journal).

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Disney is arguably the greatest marketed brand ever.

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And for their part in the creation of the Miley Cyrus who appears in Vanity Fair, they should not feign indignation. They should be ashamed.

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