Opinion Piece- Kids and Advertising- Giving Greedy Advertisers the Boot
Posted by: Sara Hodge on: 2011-02-25 Permanent Link: Opinion Piece- Kids and Advertising- Giving Greedy Advertisers the Boot
The average child sees 25 hours of TV every week – and while they watch, they are rendered defenceless to the messages and goals of the advertisers who have their undivided attention. In fact, it is estimated that $700 million a year is spent on advertising aimed at kids.
Opinion Piece
Kids and Advertising- Giving Greedy Advertisers the Boot
By Cassandra Dorman
As a Media Comm grad, I understand very well that TV, about all else, is a business. Advertisers (commercials) are needed to keep programs on the air and thus, to keep people watching (and buying). Even programming on baby and toddler stations, like Treehouse TV, start and end programming with a booming, “THIS PROGRAM WAS BROUGHT TO YOU BY HUGGIES…!” and so on.
Fresh off Christmas, I’ll admit, I’m a bit more edgy than usual about kids and the “gimmies” they get. The majority of children I ask cannot remember what they got for Christmas. Try it. If you ask 10 children, I’ll be surprised if one could actually list everything they received. And yet, most want more. More than ever, we live in a society totally consumed by STUFF. And our kids are growing up in the most media-influenced generation in the history of man. And Media=Advertising, they feed eachother. Kids are bombarded with logos, images, messages, everywhere they go, with television still remaining the leading advertising influencer in the lives of children age 1-12.
If we, as parents, do not put our foot down, no one else will. The companies want nothing more than to manipulate your kids into wanting (no NEEEEEEDING….) their toys, snacks, electronics, games, etc. They are calculated, educated, and well-researched. They tap into your kids’ brain(s) when they are tuned out, turned off, and in a hypnotic state that is easily mouldable (that’s what TV does!).
And it’s not just about selling products; it’s about selling a mentality and lifestyle of consumerism, and stereotypes and attitudes too. ‘Boys are crazy and aggressive and play with race tracks and guns’. ‘Girls are silly, and giggly, and play with pink things and talking dolls’, ‘If you have this toy, you will be happier’, and so on. Even to preschoolers, image is being sold – “be HOT like Hannah Montana” (by wearing these types of clothes and having your hair “this” way). The messages are there, and our kids hear them loud and clear even if subconsciously.
Let’s face it- we can’t stop commercials from existing. We can’t snuff out the beast which is the advertising world nor its power to influence our kids. But we can choose to take a stand in our own home, our safe haven.
Here are a few ways you can protect and equip your family to deal:
1. Toss the TV. I know, it sounds extreme, but it’s really not that bad, I promise. In our family, it is one of the very proactive ways we’ve given advertisers, propaganda, and a myriad of other “influences” the boot. Less than 1% of the population in Canada live (by choice) without a TV in their home. Have you ever stopped to ask yourself if you truly need the television? Or, better yet, if it is a positive addition to your home? Consider the idea that the best way to protect your kids and avoid having them be defenceless prey for advertisers would be to eliminate the biggest source altogether.
2. If you’re keeping the TV, at least limit your kids’ intake. Remove televisions from children’s rooms and limit their viewing by time and content. If they are watching, shows on stations like PBS or specialty channels such as National Geographic, are a great option as they are usually more educational and often free from advertising. DVDs are even better, especially if you skip the previews, which are just dramatized adverts.
3. Educate your children about how commercials work. Children are amazing little people. Often they are quite annoyed and put-off when they learn that companies are trying to manipulate (or “trick”) them into wanting their products. Explain to your children that commercials are meant to make us want things we don’t need and the companies pay to have them on TV. You can go further and explain that certain advertising is put in between and throughout THEIR shows because the people who pay for them know that kids just like them are watching. They are targeting them and they expect to be able to trick them easily.
4. Encourage kids to point out the things that they find questionable, or annoying about the commercials they may see. Discuss it with them.
It is so important that as parents we are actively playing a role in not only sheltering our kids from aggressive advertisers, but also proactively equipping our kids to deal with the inevitable. TV or no TV, I know my kids will be affected by advertising on different levels throughout their childhood and into their adult life. It’s pretty unavoidable in our world. But, just because something is inevitable does not mean we have to throw up our arms and succumb to its force over our children’s impressionable and still developing minds.
Claim your power as a parent and give greedy advertisers the boot!
More info:
http://pbskids.org/dontbuyit/advertisingtricks/
www.media-awareness.ca/
www.medialiteracy.com
Cassandra Dorman is a Media Communications graduate who is currently working on a speaking series along with a book about how the Media hugely affects children, teens, and parents. She is looking for parents and teens to participate in online interviews for inclusion in her research and publications. If you are interested in answering some questions and/or sharing your thoughts, ideas, and experience, please email her at cldorman@sympatico.ca. Cassandra is also the founder of the Think Media Project. She raises Media awareness and educates families and community leaders about the influence of technology and pop-culture. Her site is www.thinkmediaproject.blogspot.ca . She blogs at www.realbeautyblogger.blogger.com .
Be sure to check out our previous articles by Cassandra Dorman:
Making Craft Time Easy and Effective
10 Tips for Summer Reading Success
Choosing the Right Books for Your Baby
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