When you ask a child in this 21st century consumer crazed society what they want to be when they grow up, what do you think the answer will be? Earlier eras might say an astronaut, an Olympian, or maybe just to be really smart and win the Nobel Prize. (These answers aren’t as likely and much more elaborate as to what the answer would most likely be for the majority of modern day children which is, to be rich.).Modern society’s capitalist approach to life, imply self-indulgence, instant gratification and consumerist lifestyle giving the attitude of shallowness. Marketing and advertising without a doubt has a direct role impact in this value system. Eric Schlosser author of the essay “Kid Kustomers” provides an overview of deceptive marketing. He presents numerous examples of deceptive marketing tactics and used to determine what preferences children gravitate towards in order to obtain children loyalty and establish potential lifelong customers. Marketers don’t know or even question whether their methods are ethical. The unprecedented marketing spreading through TV, cell phones, internet and social gatherings has a direct influence on not only society’s future but our children’s self-esteem and quality of life. The height of marketing directed at children first appeared after World War II for couple different reasons. First there were more children than ever before because of the baby boom. Next there was the invention of television. Allison Alexander author of the article “We’ll Be Back in a Moment: A Content Analysis of Advertisements in Children’s Television in the 1950s” states, “In 1950, nine percent of American homes had television sets; by decade’s end, sets were present in 87 percent of homes.” This explosion was a catalyst for advertisers who saw an obvious opportunity and new market. Programmers would fund their show through sponsors who then allot a brief moment sometimes multiple advertisers who would say things like “brought to you in part by,” and then show their commercial. Initially broadcasters aired high quality shows that promoted lessons like sowing or life values. “Early children’s shows were designed to sell TV sets by enhancing television’s appeal to the entire family.”(Alexander6). This one of the first ways marketers directly targeted children. Like a snow ball effect, marketer’s influence rapidly grew and commercials for all type of products like cereal toys, and candy dispersed their allure through commercials. Marketing firms rising power is an obvious alarm for public health advocates. In 1978 the Federal Trade Commission attempted a proposal to ban ads directed at children in television. In Schlosser essay, one of the head cofounder of and representative for the FTC argued that children needed to protection from advertising that preys upon their immaturity. Of course this proposal was attacked by fortune 500 companies like the Toy Manufacturers of America and the Association of National advertisers. The industry groups lobbied Congress to prevent any restrictions on children’s ads and took the matter to court to block the representative from attending any future meetings on the subject. The ban was dropped and the beginning of the consumerism age began. Smart marketers discovered how huge the children market was and their intent to capture them and seemingly will stop at nothing. In the 1980’s Americans enamored by the advertisement market, believing it was the solution to everything. Marketers rising power blew up when a law was passed to stop most restrictions on its advertising, according to the documentary, Consuming Kids: The Commercialization of Childhood, in 1980 congress passed the FTC Improvement Act, which took away the authority for the FTC to promulgate any regulations. Prior to the deregulating of the media’s influence children consumer rates grew modestly 4.5% a year. After the deregulation, there was a remarkable increase of 35% an 852% increase. (Consumer Kids). This astounding data is directly due to the deregulation opened up avenues that could have never existed before. Now media control saturated the entire culture in hopes to indoctrinate children into a consumerist pattern. There are a few major reasons marketers target the youth population. Beside the direct money youth spends on them-selves they have an influencing power over their families spending decisions as well. Sandra L Calvert author of the article, “Children as Consumers: Advertising and Marketing” describes the details as states, “Youths also shape the buying patterns of their families. From vacation choices to car purchases to meal selections, they exert a tremendous power over the family pocketbook” Through various nag tactics kids push, persuade, and shape the buying habits for the family. The child market accounts for billions if not trillions of dollars each year, “Experts estimate that two- to fourteen-year-olds have sway o