ABSTRACT
During the last few decades a serious examination of modern childhoods has emerged known as the commercialisation of childhood debate. The debate details the intensity and consequences of advertising to children in an attempt to ‘groom them for a lifetime of consumerism’ (Compass, 2006). Evidentially within this debate there are diverse perspectives about whether modern childhood and its connection to the commercial world are a cause for societal concern where disagreements proliferate. Professor Alan France from Loughborough University explains these differences further.
