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 whereas

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... tising sophistication and responsibility is aimed at children. This mainly refers to some forms of promotion activity within primary, influence and future markets. Systematic consumer education for both groups seems to be a way to re-introduce a division into adults and children. It is impossible to educate children in the area in which parents and other adults are incompetent.