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Word Count: 975
The flood of emotions that engulf parents when contemplating their newborn child is overwhelming to say the least These emotions center on the hopes and dreams the parent has for the child fears of known and unknown dangers that may threaten the precious new life and personal insecurities about parenting skills and expertise Thrust into a new and unfamiliar role as important as the raising of the next generation many parents feel vulnerable and a bit out of control Parents a national magazine designed for parents understands these feelings well and they use this knowledge to sell magazinesThe vulnerability created in new parents when high hopes are mixed with feelings of helplessness and impending doom is key in keeping subscription rates high for the magazine which according to the publishers advertising is read by 12 million parents every month Promising that each issue is filled with advice support from doctors educators and parenting experts readers are drawn into the pages filled with informative articles and advertisements From these pages readers seek to gain information that will transform them into exceptional parents make their children healthy brilliant and emotionally secure and protect the family unit from dangerIn examining the magazine I found that the ads and articles frequently used fear to draw in readers In some cases the message implied by the words and graphics was a straightforward beware Other times the fear message came through the back door with an emphasis on providing children with securityAn example of the direct fear tactic is an ad for GoodNites Pull-ups disposable absorbent underpants This ad does everything but come right out and say that without this product a child will almost certainly be emotionally damaged The color of the page is a gloomy blue-gray with the pictures and lettering in black and white Just looking at the colors of the ad made me feel sad In the center of the page in bold half-inch
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