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Growing consumption contributes to the creation of new consumer groups — childish parents and commercialized children. This process of turning adults into children and vice versa is reflected in dynamically developing marketing and advertising activities aimed at both target groups. Regardless of the age difference, for market experts they both present similar market behavior patterns. Traditional values have been reversed. Adverts emphasizing speed and facility are aimed at adults whereasdoi:10.35757/kis.2010.54.2.1 fatcat:ijummtbxbrerpkvwhxzq2u3tsi