Kids and Commercialism: What Parents Can Do
As a young child develops, the voices of home and community are joined by a chorus of other voices, clamoring for his or her attention. Unfortunately, an increasing number of those voices are trying to sell them something. The average child is exposed to over 40,000 television commercials annually. Children are also inundated with hundreds of images from newspapers, magazine covers, movies, billboards, websites, video games, and even their own clothing.
Research has demonstrated that before their second birthday, most American children start making specific requests for brand-name products. Experts say by three or three and a half, children start to believe that brands communicate their personal qualities such as “cool, or strong, or smart.”
What can Parents Do?
Of course, the simplest and most effective strategy is to limit exposure to advertising by controlling the amount of screen time. Put your kids on a media diet. Experts recommend no more than ten to fifteen hours of “screen time” per week. This includes television, computer, video games, and DVDs.
Lots of advertising is unavoidable. So, as they develop from young child to older teen, talk to your children about advertising; the purpose, the techniques used to persuade, how ads are targeted to specific audiences, the profit motive vs. what is best for kids, how commercials and ads are constructed and the amount of money that goes into them (more than the TV program). Discuss whether they think advertising tells the truth, why or why not, ask them to prove it to you. Ask if they think a particular commercial or ad is a healthy message, why or why not. Point out some of the less obvious ways advertisers reach their target audience such as product placement, sponsorship of sports events and concerts, naming of baseball stadiums, displays at the grocery store. Make a game of it by having them point out other examples when they see them.
These activities help to develop awareness of media influences and to develop critical thinking, which is a vital lifeskill for children and youth today. The ability to deconstruct advertising (and all media messages) is one of the skills involved in becoming media literate.
Some other suggestions
Until more research becomes available on the impact of television on the developing brain,
the American Academy of Pediatrics has recommended that infants and toddlers not view television (including videos) before the age of two. This is in conflict with some of the claims recently about use of television or video to enhance the intelligence of babies. Child Development experts have challenged the view that a two-dimensional experience such as television is necessary or preferable to the rich stimulation of the brain that occurs when an infant or young child interacts with their physical environment, including their caregivers. Child psychologist Jean Piaget called the period from birth to 24 months the “sensorimotor” stage of development. In other words, at this stage knowledge develops through sensory and motor abilities. Critically evaluate claims by toy manufacturers before investing in the latest toy trend.
The Center for Media Literacy (www.medialit.org) reports that basic core questioning about the media can start as early as three or four. The parent can make a game of “spot the commercial” to help children learn to distinguish between entertainment and the commercial messages that support them. In the preschool years, play becomes increasingly important. Avoid buying toys with media tie-ins. This tends to limit imagination and often results in play that imitates the movie or television show. Many times these toys are part of a child’s meal from the local fast food chain. This is called cross-marketing. Limit the purchase of products and clothing with branded logos and licensed characters, and continue this practice throughout childhood. (It will save you money!)
During the school-age years, children can begin to actively deconstruct commercials. Consider questions such as: Who created this message and why are they sending it? Who is the audience – you, me, Grandma? What techniques are being used to attract attention? What IS the message? Is it a healthy message? At the grocery store, have them examine cereal boxes and ask about persuasive techniques, and questionable health claims. Also, tear out a magazine junk food ad targeted to kids and then ask some of the questions above. Have them redo it with the instruction “change this ad so that it is telling the truth.” Give them crayons, pens, pencils, magic markers, construction paper. This is a great activity for young teens as well, especially using ads for cigarettes. When watching television together, “talk back” to commercials, it’s fun and the kids love to join in.
When your child reaches adolescence, it is very likely they will be exposed to more advertising which utilizes the triggers of sex and violence to attract attention. Parents should limit exposure to media that convey unhealthy messages about nutrition, sexuality, body image, smoking, drinking and substance abuse. Many of these messages are embedded in TV programs, movies and sponsorship of events popular with youth. Talking to your teen about media messages is most important, however, given the impossible task of avoiding unhealthy media messages.
Karen M. Blass is an Extension Educator in Family and Consumer Resources with UNH Cooperative Extension in RockinghamCounty. You may contact Karen directly for more information and/or for the sources used for this article.
