Homework on Linda Paine, Children as consumers


All answers must be in your own words. I will not accept handwritten or emailed homework.


1. Paine focuses on television ads, rather than other sorts of advertising. The paper is from the 1980s, so obviously does not consider internet ads. Do the reasons she gives to focus on TV ads rather than other types of ads also apply to (some form of) internet ads? Why or why not? (1-3 sentences) (2pts)

2. a. Why, according to Paine, are children not capable of making consumer decisions? There are at least three reasons; give all of them. (2pts)
b. Are there other groups, besides children, who have diminished capacities for making consumer decisions? Give and explain at least one example. (Note: this is not addressed in the reading, so you have to answer for yourself) (2pts)

3. Paine argues that, because of children's advertising, consumer satisfaction will definitely be frustrated. Explain her argument in your own words. (1-4 sentences) (2pts)

4. Do you agree with Paine that it is wrong to advertise to children? Why or why not? (2pts)