One of the dominant themes of children's marketing today is the selling of cool, as marketers have shifted from the selling of products to the selling of emotional meanings tied
to brands. As a consequence of this marketing shift, are the values and messages that
marketers tend to push at odds with the kinds of values we expect parents to irlstill in kids? Do you think this might make parents' jobs more difficult? Might it complicate the common claim that it's up to parents - and nobody else – to make sure kids are looked after and
cared for as much as possible? Explain your response and provide evidence to support your
ideas.