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Consuming Kids: The Commercialization of Childhood
CONSCIENTIOUS PROJECTOR

THIS THURSDAY
SEPTEMBER 10
7 p.m.


CONSUMING KIDS
THE COMMERCIALIZATION OF CHILDHOOD
THE ARMORY CENTER FOR THE ARTS
145 NORTH RAYMOND
OLD PASADENA

“Cradle to grave.” According to Consuming Kids: The Commercialization of Childhood, that is the kind of brand loyalty corporate marketers seek to implant in children virtually from birth. Filmmakers Adriana Barbaro and Jeremy Earp call on notable child advocates, mental health specialists and industry professionals to pull back the curtain on the exhaustive research and sophisticated techniques advertising industry behavioral experts use to manipulate children and mold them as dedicated, habitual consumers, while ignoring adverse effects on their young audience’s social, emotional and intellectual development.

The Media Education Foundation production traces how epochal Reagan era deregulation of children’s advertising led to the no-holds-barred proliferation of commercials and product identification aimed at kids, which now permeates nearly all areas of American life, far beyond TV and magazine ads. The result has been enormous boosts in profits. Statistics show that U.S. children directly spend more than 40 billion dollars per year themselves, but their influence on their parents’ spending decisions is far greater, now amounting to a staggering 700 billion per year.

Tony Santolini, Project Coordinator for the Los Angeles County Office of Education, will faciliate our community discussion following the film. Conscientious Projector is sponsored by Sustainable World, a Peace & Justice ministry of All Saints Church, and Center for the Theatre of the Oppressed, in association with The Armory Center for the Arts. This month’s event is being presented with the cooperation of Robert Greenwald’s Brave New Theaters group.

Watch the trailer:

Admission is free and the facility is accessible to disabled persons. For more information, contact Marty Coleman at 626.792.4941 or visit the Media Education Foundation website at www.mediaed.org

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