The controversy around advertising to children is nothing new. I remember my mom complaining about how supermarkets "purposely shelve sugar cereals down-low, at kids'-eye-level so that kids beg and plead for Count Chocula every time a self-respecting, whole-grain loving mom tries to walk down the breakfast aisle."

A recent New York Times article (reg. required) posed the same issue in regards to young adult and children's literature. One of the books mentioned in the article was Cathy's Book. The other series was Mackenzie Blue, which is being written by former Ypulse Mashup speaker and advertiser Tina Wells. Anastasia wrote about the debate this title stirred up a few months back. Here again, two opposing opinions were presented. Product placement has become huge and people have differing views on it -- why don't I feel that panicked about it?

It is what it is. Advertising to kids is here to stay and no, nothing is sacred. Books will continue to be written with the sole purpose of tie-in's, movie deals, and product placement. However, I think good literature will always stand apart and that the best authors will continue to veer away from overly commercialized deals. Teens know the difference, and some might like it. That's okay too. I do find it offensive to expect people in the young adult community to call product placement anywhere anything but what it is: advertising and sales. I agree with Roger Sutton over at The Horn Book. What, now we're calling this pervasive product-placement "opportunities for authenticity"? Come on now.

Unfortunately, in our brave new world of branded entertainment it's incumbent on us to make sure kids are equipped with the tools and vocabulary to recognize when they're being manipulated. I've always advocated for media literacy in schools, but to take it to the next level, publishers of "product-lit" could partner with readers and tell them exactly what they're doing. Transparency and full-disclosure would empower teens to decide how much they're willing to participate. I don't think they'd lose their audience and people might feel less hostile about the idea.

Posted by alli