Pester Power and why it’s not a good idea for brands to use this

For ages now, brands have been using children in their advertisements. Children have been proven as an asset for brands and companies to sell their products and services. They add an innocence factor and are used to gain sympathy from the audiences. But sometimes these ads also misfire. They receive a lot of backlash from the audience and don’t go down with well in the market. 

One more thing we see among brands is that they use children in ads to reach out to their parents. If a child is attracted to something, it is definite that they will pester their parents to buy the same. This type of promotion is called as Pester Power.

What is Pester Power?

This earlier frowned upon technique is often referred as an indirect means of advertising. It is the power of nagging that is possessed by children and how brands use it for their benefit. Way back in the 70’s this form of advertising was termed unethical by experts. But the world is seeing a surge in this form of promotion again. It is basically a way in which kids pester their parents to buy something that has attracted them. 

Why is using this tactic not a good idea?

The power of pestering has had many negative impacts on the minds of children. It creates pressure on the parents of these children. The advertisers use children, impact their minds and reach out to their parents indirectly. 

Why is Pester Power not a good tactic to sell?

• Creates negative impact on the minds of children. 
• Parents suffer because of increased budget.
• Children force parents for unnecessary spending on trips and parties.
• Stresses out the parents.
• Puts a wrong idea about the society in the minds of children.  
• Creates pressure on parents to live up to the expectations of their child.