He states his thesis and then attempts to make the case intelligently. I disagree with the ultimate cause (advertising paradigm shift of 1950's or 1960's) but he's got the bases covered.
Incidentally, PEZ (pfefferminz) figured out marketing to children, rather than their parents, a long time ago. No one was buying the after-cigarette mints and the makers observed that here, in the USA, children had the unique power of dictating purchases to their parents. Elsewhere in the world the children did as they were told and did not overstep this boundary. In the US there were kids whining and begging for trinkets and candy everywhere. So the makers of this unsuccessful after-cigarette mint decided to glue toys to the top of the mint dispenser and sell them to kids. Now PEZ, destined to fail in the 1920's, has lasted almost a century.
I noticed around 10 years ago how children are the ones in charge in this country. When I was a kid, I was told what to eat, wear, when to be in bed, ect. Nowadays it's the child who is the authoritative figure in some manner. Or is that being spoiled, and I wasn't?
I've also noticed that more of the pharmaceudical companie's commercials on TV are cartoons or have toys in them. Isn't that why cigarette commercials were banned?
I've also noticed a high level of permissiveness among parents these days. I've also noticed a higher propensity for prioritizing things in a way that I feel is inappropriate, thus perpetuating even more generations of children left to be raised by daycare, tv, teachers and their peers while their parents run about financing the next latest and greatest.
I was totally shocked last summer when two little girls were looking to play with my niece. They were both 10 years old, and what were they wearing? Two piece bikini bathing suits! I was speechless that their mothers were letting these little girls walk the streets of this city alone and dressed in this manner. Talk about a pedophile's dream come true- can we say MAJOR AMBER ALERT?!!! Parents like that should NOT have children- period.
As for women of legal age, I must say this. While I am certainly no prude, what passes for fashion statements these days sometimes even crosses the line of indecent exposure. And having pants down and underwear up on boys/guys is rigoddamndiculous!!!