Get them while they’re young, Evita, get them while they’re young
Consumerism has become the national pastime and the de facto membership badge of American society. We are bombarded daily with messages to consume to keep up, to consume to be happy, to consume to show love. And who doesn’t want the good life? It’s so easy; you don’t even need money to achieve instant happiness; credit will do!
It seems like we drive ourselves to distraction with superficialities rather than with accomplishments. Perhaps the trappings of consumerism are new but superficial diversion has been present throughout civilization; after all, “bread and circus” is not a new concept.
Anyway, The New York Times Magazine is out with its Design Issue this week, and it deals with marketing directed at kids. You can read the lead story here.
In youth marketing, the mom campaign is often referred to as ”the gatekeeper model”… In this case, [the agency] would apply one of its models, specifically, ”The Seven Faces of Mom.”… There is New Mom on the Block,Great Expectations Mom, Vicarious Mom, All-Perfect Mom, Connected Mom and so on.