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KGOY stands for kids getting older younger and marketers are getting much of the blame. Kids today see all types of messages especially on the Internet that they would never have seen in the

K.G.O.Y. stands for “kids getting older younger,” and marketers are getting much of the blame. Kids today see all types of messages, especially on the Internet, that they would never have seen in the past. Whereas boys may give up their G.I. Joe’s at an earlier age to play war games on their xBox 360s, the greater controversy seems to surround claims of how girls have changed, or rather, how marketers have changed girls. Critics describe clothing designed for young girls aged 8 to 11 as “floozy” and sexual, with department stores selling youngsters thongs and T-shirts that say “Naughty Girl!” Although Barbie’s sexuality has never been subtle, she was originally targeted to girls 9 to 12 years old. Now, Barbie dolls target primarily 3- to 7-year-old girls! And Barbie’s competitor, Bratz dolls, has an “in-your-face” attitude that has some parents complaining that they are too sexual. 6-11. Do you think marketers are to blame for kids getting older younger? Give some other examples that could support marketing’s responsibility in K.G.O.Y. (AACSB: Written and Oral Communication; Ethical Understanding and Reasoning) 6-12. Do trends in your country or region suggest that consumers are purchasing age-appropriate products? Explain whether this is the case.

Jun 20 2020 View more View Less

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