NotesFAQContact Us
Search Tips
ERIC Number: ED462460
Record Type: RIE
Publication Date: 2001
Pages: 45
Abstractor: N/A
ISBN: ISBN-0-9659841-9-2
Watch Out for Children: A Mothers' Statement to Advertisers.
Institute for American Values, New York, NY.
This report explains that all adults must watch out for all children, cautioning that marketing is harmful to children. Advertisers are aggressively targeting age groups that, until recently, have been considered off-limits and occupying more of children's psychic and physical space. The report presents a commitment by mothers to all children to reassert themselves and their values in the lives of children, deconstruct advertising messages, make homes and families commercial-free, reach out to fellow citizens, make schools commercial-free zones, support companies that support their mission, and work for public policies that adequately protect all children. It urges advertisers to endorse a Mother's Code which bans advertising/marketing in schools or to children under age 8, product placement in movies and media for children and teens, behavioral science research to develop advertising/marketing for children and teens, and advertising/marketing for children and teens that promotes an ethic of selfishness and instant gratification. This report explains: "Why Mothers Join Together"; "The Money World and the Motherworld"; "What You Are Doing to Our Children"; "Using Manipulative Tactics"; "The Harm to Our Children"; "Why We Raise Our Voices as Mothers"; "Our Pledge"; and "Our Next Steps." (Contains 127 endnotes.) (SM)
Institute for American Values, 1841 Broadway, Suite 211, New York, NY 10023 ($7). Tel: 212-246-3942; Fax: 212-541-6665; e-mail:; Web site:
Publication Type: Opinion Papers
Education Level: N/A
Audience: Community
Language: English
Sponsor: New York Community Trust, NY.
Authoring Institution: Institute for American Values, New York, NY.
Grant or Contract Numbers: N/A
Note: Produced by the Motherhood Project. Also supported by the Bodman, Bernard and Audre Rapoport, and Woodshouse Foundations and Barton M. and Judith Lund Biggs Fund.