ERIC Number: ED071409
Record Type: RIE
Publication Date: 1971-Nov-10
Reference Count: 0
The Eleventh Commandment: Thou Shalt Not Covet My Child's Purse.
Choate, Robert B.
In an appeal before the Federal Trade Commission (FTC), the author pleaded for governmental action to restrain national advertisers from "unscrupulous and erroneous advertising pitches aimed at children." Citing the principal media for child-targeted advertising, (comic books, youth magazines, school displays and radio and television), the speaker exposed the present-day practices in the marketing of toys, pills and edible products. The relationship between "misleading, often seductive advertising" and over-the-counter drugs and non-nutritional foods was explored. Mr. Choate was critical of previous attempts at advertising reform and points out several areas where, he said, the advertisers failed to follow through with previous pledges assuring more straightforward ads. In conclusion, he called for more regulation, particularly by the FTC, Federal Drug Administration, and Federal Communications Commission, to tightly restrain the country's merchants from "coveting our children's purses." A listing of the fifth largest food companies and their advertising agencies is provided. (MC)
Descriptors: Advertising, Broadcast Industry, Childhood Attitudes, Children, Ethics, Federal Legislation, Marketing, Mass Media, Media Research, Merchandise Information, Merchandising, Moral Values, Production Techniques, Public Relations, Publicize, Salesmanship, Television Commercials, Television Research, Television Viewing
Publication Type: N/A
Education Level: N/A
Authoring Institution: Council on Children, Media, and Merchandising, Washington, DC.
Note: Speech presented to the Federal Trade Commission (Washington, D. C., November 10, 1971)