The federal governmentwith, disturbingly enough, the help of Madison Avenue marketing firmshas set up a program teaching fourth through sixth graders how to read and respond to advertisements. One wonders, however, whether today’s childrenwho have been targeted by advertisers practically from birthreally need the government to tell them how to react to marketing. Case in point, a game developed by the bureau to teach kids:
The bureau is especially pleased with the online game, Mr. Vladeck said, adding that he has played it himself. I was not able to get past Level Two, he said, laughing. My 12-year-old nephew, in 45 minutes, was already on Level Four.