In its study of masculinity and sports media, the research group Children Now found that most commercials directed to male viewers tend to air during sports programming. Women rarely appear in these commercials, and when they do, they’re generally portrayed in stereotypical ways.
One of the most important recent developments in advertising to kids has been the defining of a “tween” market (ages 8 to 12).
Parents of young children have an important role to play in protecting their kids from invasive marketing, and in educating them about advertising from an early age.
Canadians under the age of twenty – the “Echo Generation,” as they’re often called –make up a quarter (26 per cent) of the country’s population.
Advertising, particularly for fashion and cosmetics, has a powerful effect on how we see ourselves and how we think we should look. Women’s magazines in particular have a tremendous influence on body image, with researchers reporting that teenage girls rely heavily on them for information on beauty and fashion, valuing their advice nearly as highly as that of their peers.
Photo manipulation, once the preserve of a small number of airbrush-equipped artists, has become commonplace in the fashion, publishing and advertising industries thanks to the introduction of photo-editing software such as Photoshop. (This program, first introduced in 1990, has become so widely used that “photoshopping” is often used as a synonym for photo manipulation.) As a result, heavily retouched photos – of men as well as women – have become nearly universal: a single issue of Vogue was found to contain 144 manipulated images, including the cover.
No, it’s not your imagination. The amount of advertising and marketing North Americans are exposed to daily has exploded over the past decade; studies show, that on average, people living in urban centres see up to 5,000 ads per day.  At the gas pumps, in the movie theatre, in a washroom stall, on stickers on fruit, during sporting events—advertising is pretty much impossible to avoid.
Children and youth are a huge potential market for corporations.
As in other media, queer people have gained a greater and more widely visible presence within the advertising world, with ad agencies courting the “Pink Dollar”. This is not surprising, considering that the gay, lesbian, bisexual, and transgender community is a multi-billion dollar target audience, estimated to be worth around $835 billion.
Kids represent an important demographic to marketers because in addition to their own purchasing power (which is considerable) they influence their parents’ buying decisions and are the adult consumers of the future.