anipulated by psychologists whose main aim is to trap the unconscious customers into the ambush of consumerism. Materialistic values rooted early in childhood shape the psyche of a future youngster, teenager, and eventually, a grown-up. At all those stages, the victim of this process is conned into the fallacy that he cannot be happy without constantly buying top products. The sooner the marketers achieve this goal the better for them as their investment will yield a tremendous profit. Children as a target group of customers represent probably the most lucrative segment of the advertising industry because they influence at least three different markets. First of all, the direct market which s sustained by the money spent by children themselves (direct market embrace: toys, sweets, gadgets); then parental market which is influenced by children (mainly: toys, clothes, food) and, last but not least, the futures market, which is acknowledged to be also very important. As Sharon Bender, one of the speakers at the conference Caring for Children in the Media Age, remarked: "advertisers recognize that brand loyalties and consumer habits formed when children are young and vulnerable will be carried through to adulthood."(2)
             Consequently, the habits developed during childhood will emerge again in later life. These children become parents themselves and will probably buy their children products with which they are emotionally bound. These adults, exposed to the impact of advertisements, may suffer harmful effects. What wa
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