Children’s Clothing Advertisements, Too Provocative?

According to The National Center for Missing and Exploited Children, “one in five girls and one in ten boys will be sexually victimized before adulthood and an average of 2,185 children are being reported missing each day”. Many scholars and political figures attribute this to the rise in sexual advertising targeted towards American’s youth. A study released by the American Psychological Association stated "viewing sexualized portrayals of girls may lead to a greater acceptance of child sexual myths, child sexual abuse and viewing younger and younger girls as acceptable sexual partners. In a 2006 interview with NBC-Miami, Former Florida Representative Mark Foley was quoted as saying "These children are posing suggestively, and I think putting them in very compromising situations. The next thing, a parent's going to realize their child's been kidnapped, their child's been violated or their child's been murdered.

The idea that children are sacred and should therefore be guarded against things that might harm their future has long left the ideas of American advertisers. Many clothing advertisements are either using children in provocative ads or using celebrities that appeal to children. Padded push-up swimsuits, thongs, low rise jeans, midriff tops and miniskirts are a few items that are targeted for the teen age consumer. These ads portray the teenage body as a mature body, one that would be found on men and women in their twenties. Author Emma Rush was quoted saying, “Children do not yet possess these physical attributes, yet they are dressed and posed as if they do”. Because of these advertisements, children have become more prone to child violence. A child’s undeveloped body is meant to be a tool of protection. “If we (advertisers) plaster their (kid's) faces in makeup and dress kid's up in sexy clothing, we are robbing them of the very characteristics which are meant to naturally protect them”. Advertisements like these are why so many have joined the campaign for keeping children safe against provocative advertisements.

Advertising and marketing firms are aware that they are targeting children. According to retired University of Georgia Professor, Dr. Joseph Dominick, advertisers place children in a two to eleven year old market. America is the only country that allows its youth to be targeted in this way. Former Federal Communication Commissioner Deborah Tate gave a speech on July 20, 2006 concerning advertisements directed toward children. She said that the children’s market is one of the largest in America “valued between $800 and $900 million” She also went on to say that until a child is between four and five he/she cannot distinguish a television advertisement from a television program and until a child is between seven or eight he/she accepts all ads as fact. During daytime television hours (those targeted at children) there is an average of twelve minutes of commercial advertisements. Because of this, it comes as no surprise that children’s views are being shaped by advertisers.

It seems that modest clothing and ads are making a comeback. Fashionising.com describes Designer Leonard's Fall 2011 line as " feminine, and largely modest". This trend seems to be affecting advertisers as well. Gap, JCrew, and Old Navy are a few companies that feature child models in their advertisements. Each ad shows child models in playful poses wearing appropriate clothing. Many religious organizations are advertising modest clothing. “Modest is Hottest” t-shirts can be purchased at www.modestishottest.com.

Haley Kilpatrick, Founder and President of Girl Talk Inc, a national non-profit peer-to-peer mentoring program expressed her opinion of positive clothing advertisements. “I have personally heard feedback from teens saying they love seeing everyday people as models in everyday clothing. It gives them the hope that they too will be considered beautiful in the eyes of society- even if they aren't 5"10 and 100 lbs”.

Is America changing its approach towards advertisements directed as teen? Only time will tell. But if anything positive has come out of these provocative ads, it is that many people have seen the problem and are desperately committed preserving the minds of children in America.

*This is an updated version of a paper I wrote for my UGA fashion class.