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David and Goliath: Youth and the Bombardment of Commercialism - Essay Example

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An essay "David and Goliath: Youth and the Bombardment of Commercialism" claims there are several factors that need to be considered.  Firstly, and most obviously, the campaign needs to have worthy aims that deserve governmental support – it should address a real problem…
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David and Goliath: Youth and the Bombardment of Commercialism

Download file to see previous pages... The campaign needs to have worthy aims that deserve governmental support – it should address a real problem. It also should have a proven record of taking action and making a difference in accomplishing these aims, or else the money had better be used by another organization that has demonstrated an ability to use it. The organization needs to be large enough and organized enough to actually make use of the money – small groups with a proven track record in a community, for instance, might not be able to actually effectively use one million dollars, as that might be incredibly out of sync with the scale of resources they used before. The cause that the organization fights for should be in line with the government’s goals and aims; otherwise, the government would be demonstrating its own hypocrisy by supporting it. And finally, the organization should attempt to accomplish things that are difficult to find funding and support for via other resources – while developing a new cancer treatment is certainly a worthy cause, there are countless pharmaceuticals, universities and so on, which would be more than happy to throw millions of dollars towards that problem – there is not necessarily a need for government grants there. The organization “Campaign for a Commercial-Free Childhood” fits all of these qualifications perfectly and could make excellent use of a one million dollar governmental grant. The first and most essential quality that a group must possess to be worthy of the grant is simply doing work that is itself worthy. Founded in 2000, the Campaign for a Commercial-Free Childhood aims at protecting children from negative impact that rampant commercialization can have on the development of childhood (“About CCFC”). Children’s exposure to commercial materials can have a wide variety of impacts – children are exposed to a great deal of violence in the media today, they are overly sexualized at excessively young ages, they play entirely with commercialized toys (and are excluded from play if they cannot access those toys), they suffer from body image issues, and can suffer from childhood obesity, all simply because they can make so much money for corporations who target them (“CCFC Issues”). Children are especially vulnerable to marketing materials targeted at them, because, unlike adults, they often do not have the kind of emotional faculties to make rational choices between needs and wants. Marketers take advantage of this fact by targeting marketing directed at children rather than their parents, for children to become incredibly emotionally involved in acquiring the things being marketed, and parents, out of emotional attachment to their children, will buy things for them – sometimes even when this puts them in vulnerable financial situations. Obviously, combating the sexualization of children, childhood obesity, and so on are worthy goals; the Campaign for a Commercial-Free Childhood thus meets the first set of qualifications in a sterling fashion. Beyond simply having a cause that is worthy furthering, the Campaign for a Commercial-Free Childhood has demonstrated an organizational longevity and strength that indicates it could put one million dollars to good use – they would not be overwhelmed by the enormity of using it correctly. ...Download file to see next pagesRead More
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