Called Getting Older Younger , the documentary examined the way in which commercial interests are eroding the blessed years of childhood. At 7 and 8 years old, English children, after years of being force-fed by painstakingly structured kiddie advertising, respond with great enthusiasm to commercials ostensibly meant for adults. By the use of imagery instantly relevant to children, the ads are in fact being aimed at the kids themselves. But the funny frogs advertise Budweiser beer. Principal culpability for this is, of course, to be found in the advertising industry, as it no longer likes to be called.
Creative directors are down there with lawyers and accountants.
Among the cynical manipulations dreamed up and conducted by the ad-folk is a truly grotesque recent one. If little Darryl becomes as efficient a pest as possible Daddy eventually will relent and buy him not just any old Playstation, but the Sony one. TALK BACK Have your say Click here. Having the programme narrated in sing-song nursery school intonations was either a bad mistake or a clever satirical undertone. If the latter it made the programme that much more effective.