Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

Among parents' many responsibilities is teaching children about the value of money. But in this age of ubiquitous media and advertising, parents are saying this task is getting tougher. According to a study last summer by the consumer research company EDK Associates, 92% of parents agreed or strongly agreed with the belief that advertising was making their children "too materialistic."

Advertising Age asked several families how they thought marketing messages and media images affected their teaching of financial restraint.

Most Popular
In this article: