Passage Five
Everyone wants the best for a baby. A mother wants her baby to have the best in 1 of food, toilet preparations, clothing and equipment. Her value judgements on prices may be changed when it 2 buying things for a baby, particularly the first one.
Manufacturers and advertisers recognize this, and 3 it to the full. Far more is spent in buying pushchairs, special milk, and special powders for small babies 4 is necessary. The child himself watches television, a particularly strong 5 on small children. Observing them as they watch television, and then watching them react to products afterwards, 6 that young children accept the suggestions of television advertisements 7 the guidance offered by children's programmers, and find both equally attractive.
The child comes early in life to the 8 widespread in this country that if something is said on television it must be true. 9 this reason much Christmas present advertising, and advertising for sweets, food, washing powders, is geared to children because of the effect their children can have 10 their mothers. By exercising choice in this way they become consumers at an early age and the probability is that, with current pressures, choosing and buying goods and services will remain an important part of their future lives.
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