By Jeremy Pierre
No one should be surprised that Victoria's Secret is now targeting "tweens" with their new Bright Young Things line. In our market culture, it no longer feels all that wrong for our preteens to don underwear (yes, I use that antiquated term intentionally) that draws attention to their private parts (that ancient phrase is intentional, too) with exaggerated cuts and printed suggestions. Columbus, Ohio, takes a step closer to Bangkok, Thailand. We're just more understated about it all.
Addressing this phenomenon, BusinessWeek quotes Jennifer Foyle, senior VP of global merchandising for the American Eagle Aerie intimates brand. "We really use the word 'pretty' more than 'sexy'—that's really not the Aerie girl." With the public outcry against sex trafficking of young girls, at least a vestige of conscience steers us away from calling little girls "sexy." But it's a thin veneer when the market simply prepares them for what's coming.
This dulling of our sensibilities is driven by a host of factors, not least of which is economic. Such marketing to younger demographics to secure customer loyalty in their later years has been called "gateway marketing." If you can get them hooked on your brand at 12, you have a source to tap for the next decade.
I've realized as the father of three daughters that the gateway marketing actually occurs much earlier. It's not sexual in nature, so it's easy to miss. But the basic principle of marketing to create desire and promise fulfillment is behind everything from Dream Lights to Club Tabby. Our children, boys and girls, have their affections trained from an early age to respond to the regular cycle of new product lines. So long before our girls come to the age when crude underwear could possibly appeal to them, their impulses have been trained to respond to the latest marketing promise.
COMING OF AGE
But I refuse to fear my daughters' coming of age. Not because the dark appeals to them will get any lighter, but because I am confident God can make them truly bright young things. I can pray for and work toward what Paul does for his spiritual children in Philippi: "And it is my prayer that your love may abound more and more, with knowledge and all discernment, so that you may approve what is excellent, and so be pure and blameless for the day of Christ" (1:9).
Christian parents pray desperately for both their daughters and also their sons to have this discernment to approve what is excellent in God's eyes. Paul knew only God could ultimately provide this discernment, and that is why he prayed. But he also knew it was something he had to teach, and that is why he wrote the rest of the letter.
Paul taught what he prayed for. He instructed them how to discern what was pleasing to God in their conduct (1:27), in their relationships (2:3-4), in their attitudes (2:14-15), in the things they listen to (3:2), in their sense of self (3:4-8), in the people they want to be like (3:17-21), in what they worry about (4:4-7), in what they think about (4:8-10), and in what they find contentment in (4:11-13).
Taken from the www.thegospelcoalition.org.
Addressing this phenomenon, BusinessWeek quotes Jennifer Foyle, senior VP of global merchandising for the American Eagle Aerie intimates brand. "We really use the word 'pretty' more than 'sexy'—that's really not the Aerie girl." With the public outcry against sex trafficking of young girls, at least a vestige of conscience steers us away from calling little girls "sexy." But it's a thin veneer when the market simply prepares them for what's coming.
This dulling of our sensibilities is driven by a host of factors, not least of which is economic. Such marketing to younger demographics to secure customer loyalty in their later years has been called "gateway marketing." If you can get them hooked on your brand at 12, you have a source to tap for the next decade.
I've realized as the father of three daughters that the gateway marketing actually occurs much earlier. It's not sexual in nature, so it's easy to miss. But the basic principle of marketing to create desire and promise fulfillment is behind everything from Dream Lights to Club Tabby. Our children, boys and girls, have their affections trained from an early age to respond to the regular cycle of new product lines. So long before our girls come to the age when crude underwear could possibly appeal to them, their impulses have been trained to respond to the latest marketing promise.
COMING OF AGE
But I refuse to fear my daughters' coming of age. Not because the dark appeals to them will get any lighter, but because I am confident God can make them truly bright young things. I can pray for and work toward what Paul does for his spiritual children in Philippi: "And it is my prayer that your love may abound more and more, with knowledge and all discernment, so that you may approve what is excellent, and so be pure and blameless for the day of Christ" (1:9).
Christian parents pray desperately for both their daughters and also their sons to have this discernment to approve what is excellent in God's eyes. Paul knew only God could ultimately provide this discernment, and that is why he prayed. But he also knew it was something he had to teach, and that is why he wrote the rest of the letter.
Paul taught what he prayed for. He instructed them how to discern what was pleasing to God in their conduct (1:27), in their relationships (2:3-4), in their attitudes (2:14-15), in the things they listen to (3:2), in their sense of self (3:4-8), in the people they want to be like (3:17-21), in what they worry about (4:4-7), in what they think about (4:8-10), and in what they find contentment in (4:11-13).
Taken from the www.thegospelcoalition.org.