Advertising

The FTC needs to set tighter standards with regard to advertising aimed at children. The FTCA is supposed to protect consumers from deceptive advertising, and it is about time the FTC does its job and enforces the law. Children are less sophisticated than adults, and they’re unable to separate reality from fiction. Therefore, they are more susceptible to the cunning ploys of marketing and advertising wizards. These people show no shame, endlessly manipulating small children just to make money. “How are our children being manipulated?” you ask. It’s obvious. Every time they turn on the TV, they’re subjected to a plethora of commercial advertisements. Many of the TV shows that kids watch are nothing more than half-hour advertisements for a particular toy. Additionally, the ads themselves mislead children. In the ads, toy companies show kids looking as happy and satisfied as possible while they play with the toys. The children who see these images are convinced that if they only had the toy, they would be just as happy. When they actually receive the toy, however, they find that it’s fun to play with for a few hours, but not much longer. They never experience the continuing climax of joy that the advertisers make them think they will. Such disappointments are likely to harm the children psychologically, making them become cynical at a young age. For these reasons, the FTC must step in to protect our children from these money-hungry marketers. To fail to do so is to jeopardize America’s future: its children.
1. What primary ethical norm is downplayed by this argument?
2. In this argument, what is the relevant rule of law to which the author refers?
3. What reasons does the author give for tighter control of advertising aimed at children?
4. Please state opposing arguments to those set out by the author in this essay.

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