Commercial advertising directed at children is one of the great evils of our age. Benjamin R. Barber’s excellent book, Consumed, examines the phenomenon in detail and presents sobering evidence that the aggressive marketing of consumerism is infantilising adults while simultaneously stripping our young of their childhood; ultimately commodifying even the bonds between human beings so that interpersonal relationships are becoming ever more pathological as new generations are forced to identify more with brands and media imagery than with family or friends.
Gregory Bateson’s work on what he calls deuterolearning (or “learning to learn”) suggests that serious social, cultural and psychological damage can be done when this process is perverted by those seeking to manipulate the development of the psyche for commercial or political gain.
Which is why, despite the fact that California may have let us all down with their failure to pass Proposition 19 yesterday, at least they’ve gotten one thing right this week. The city of San Francisco has passed a law ensuring that fast-food chains are now prohibited from giving away free children’s toys with unhealthy meals. This, by now ubiquitous, trend is a marketing ploy that frankly, is not a million miles away from child abuse.
After all, the intention of this strategy is to link extremely unhealthy food with the receiving of fun gifts in the minds of children. It is a craven manipulation designed to generate profits at the expense of the health of children. And let’s remember, children are particularly susceptible to this form of emotional and psychological manipulation as they are still learning to learn. Indeed, all marketing aimed at children is no less than a conscious attempt to subvert the development of the young mind and train it to be a less critical consumer. When the marketing involves a product that is so unhealthy, it’s all the worse.
So well done San Francisco, and here’s hoping other places quickly follow suit.