Categories Consumerism Kmart – promoting responsible parenting Post date Tue 12 April 2011 13 Comments on Kmart – promoting responsible parenting (Or: Acting on childhood obesity.) Share this:TwitterFacebookLinkedInReddit Tags advertising, Kmart 13 Comments on Kmart – promoting responsible parenting By Daniel Bowen Transport blogger / campaigner and spokesperson for the Public Transport Users Association / professional geek. Bunurong land, Melbourne, Australia. Opinions on this blog are all mine. View Archive → ← Pic: Anubis on his way to catch a train → When I were a lad 13 replies on “Kmart – promoting responsible parenting” That’s terrible. Like we already don’t have enough deadshit irresponsible parents out there. (at least Kmart know their demographic though). A pack of Trojans free with every offer – because people who find this ad appealing ought not to have children. Ah c’mon people, stop taking things so seriously- do we have to be nannied with every facet of our lives now? Do you honestly think that K-mart customers are going to force feed kiddies with chocolate eggs just because some cheesy advert suggests it? Loosen up a bit, and enjoy the season! Do you honestly think that K-mart customers are going to force feed kiddies with chocolate eggs Have you seen the type of families that regulalry shop at Kmart?! And since when do you need to force feed kids chocolate? After they’ve scoffed the bag then it’s time for some more silence at McDonalds, followed by an afternoon of more silence infront of the tv, some chicken nuggest and fish fingers and then bed. Being involved in your child’s life is awesome. I think advertising and marketing has become very focused on psychology and scientific means to achieve results, this is fine and the admen are doing the right thing by their corporate customers, but it bugs me when I see campaigns aimed at the less educated and mentally lazy among us, many people are less sceptical about advertising as it’s easier to just go with the flow. I think ads like this for Kmart are aimed at a certain demographic who OzSoapbox nailed, their kids are probly a lost cause. On this topic my pet hate are the funeral insurance adds, aimed at frightened old people, who don’t want to burden their kids with 10 thousand dollar funerals, and those embarrassing medicals and painful blood tests that other insurers make their clients go through, and don’t forget the free will kit (which is $2 at any post office) . I guess I feel uncomfortable seeing people being taken advantage of. “Have you seen the type of families that regulalry shop at Kmart?!” – Oz Soapbox “I think ads like this for Kmart are aimed at a certain demographic who OzSoapbox nailed, their kids are probly a lost cause.” – Dogs Breath My family and I are regular shoppers at Kmart. We are average outer surburban people with kids and a mortgage and all that goes with it. We watch our dollars so that we can provide our kids with swiming and music lessons etc. Kmart and Big W are great. Affordable clothing, toys, house and garden wares. Why would you knock anyone for taking advantage of that? The advert is dumb but the comments by the two above on this thread are offensive. Yup, I do shop at Kmart and Big W sometimes. Good for cheap stuff. I know what Oz is saying though. Presumably there is a certain demographic that may be influenced by these sorts of ads… otherwise they wouldn’t run them. It’s probably not contributing greatly to the cause of public health and the battle against childhood obesity. This is a whole new way of how things are going in the advertising industry. They’re catchy and interesting to look at. But, it’s definitely something that parents should be looking into. Just with regard to Howard’s Battlers comment, no where in my comment did I criticise people who shop at Kmart, I shop there myself (bought all 5 seasons of Babylon 5 for a song :-) It’s the advertising aimed at people who see their kids as a pain and need to be placated with chocolates that bugs me. I had a chuckle. I think it’s clever. But I also think all advertising to kids sucks! That’s why my kids don’t watch commercial telly. I’m a regular K-Mart shopper and admittedly found the ad slightly amusing for a second or two. Then felt pretty saddened because what might have caused me to smile and forget about it is perhaps the ‘parenting reality’ for some people. Living in Flemington means that you do get to see kids that, according to one teacher friend – “have never had a meal that doesn’t come out of a paper bag.” curious to see what they come up with to advertise the minute (or is it supposed to be two or three?) of silence for Anzac Day. Perhaps just one chocolate? Oh, and a bag of chocolate will not induce 10 mins of silence in some kids. Just like red cordial! Ugh, who would buy those sort of easter eggs. You just know at $5.75 for a kilo it would have to be that crappy compound chocolate. Comments are closed.