In the US, the average child watches an estimated 16,000 television commercials a year. And, while US children are among the world's most avid consumers of advertising, the effect of television on children is a concern for parents across the globe.
Critics of advertising claim that it contributes to a host of ills, from childhood obesity and poor impulse control to precocious sexuality. Proponents say advertising can be a useful tool for teaching children about critical analysis.
Recently, the battle for the hearts and minds of America's children opened a new front: their stomachs. Allying itself with Michelle Obama's campaign against childhood obesity, fast-food company Subway hasagreed to spend $41m over three years to promote a healthy-eating program aimed at children.
The advertising campaign, with the slogan "Playtime: Powered by Veggies", represents Subway's most aggressive child marketing attempt to date. By comparison, the company spent $2.2m on child marketing in 2011 and $7m in 2012. The same year, McDonald's spent an estimated $42m on ad buys for its Happy Meals.
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