As usual, before enjoying any video on Youtube, I have to
spend the first 15 seconds watching advertisements. Amazon Fire Phone’s new
advertisement below did better than any advertisements I was forced to watch
last week as I forgot to click “Skip Ad”. However, I was attracted not because
it was a great advertisement (barely!) but because I was shocked watching it.
Besides the fact that Amazon exploits children’s cuteness to
advertise, the situation it creates to tell a story disgusts me. Two
nine-year-old children spend time alone in a café, browsing their new phones
instead of playing outside and enjoying fresh air. My mind was attacked by
millions of questions: When did children start to grow up so early and to act
like adults going to work? When did they begin to prefer sitting still instead
of running? Or when did smart phones start to influence their life so much that
they can lecture/ advertise to two adults about benefits? To me, these children
are not nine years old. They are not even cute or naïve as they should be or as
their images should be promoted…
Children are forced to get out of childhood earlier and
earlier. Advertisers mercilessly attack them from every aspect of life. Through
its advertisement, Amazon Fire Phone brings adult’s heated communication to
children’s world. How long will it take for children nowadays to be able to
communicate through screens only?
I love that you picked up this commercial. I was equally disgusted by it and really couldn´t believe that they used this game from my childhood but misused it so badly. Children nowadays barely play outside or play in an interactive way anymore. Or at least they always have some kind of technology in between them. It is very sad!
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