True alanabit, but still the parent should be helping the child understand his/her value outside of material things, proficiency at some learned thing, even mental acuity. Having more, being smarter, faster, more talented then somebody else does not help a child to be a good person.
Parents should be re-enforcing the child's value simply as an individual, capable of making right decisions and behaving positively. If they do that, then let the advertisers do what they will. The kids will learn to recognise and dismiss the compulsive desire advertisers attempt to instill.