According Claudia Mitchell and Jacqueline Reid- Walsh's book Researching Children's Popular Culture, the purpose of many of the children's sites is to engage the child and to gain the attention of the parent through the use of their children. Mitchell and Walsh argue that, "The obvious intention to the adult viewer is to promote products and encourage brand loyalty" ( p. 144). Thus targeting children will not only create a relationship between the child and the parent, when the child becomes a parent he or she is likely to remain loyal to the brand because of their past relationship with the brand.
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