Ad-Proofing Your Kids
Kids are bombarded with advertising messages everywhere they turn. Helping them understand how advertising works can help protect them from being exploited by advertisers.
Start by teaching kids under 7 the difference between a TV show and a commercial. Point out commercials, and use a timer to show them when the commercial begins and ends. Ask questions to help them recognize that the commercial's purpose is to sell them a product. What is the commercial selling? How does the commercial make them feel? Would they like to buy the product?
Once kids understand that advertising is about persuading them to buy a product, they can begin to identify other types of advertising messages -- such as product placement, Web site games, and guerilla marketing. Watch television or play a video game with your child, and find the products and logos used as a prop or part of the storyline. Have a conversation about how the messages try to get you to buy the product. Here are a few tips to get the conversation started.
1. Share Some Facts:
- Kids see more than 250,000 commercials aimed at their appearance by age 17.
- The food and beverage industry spends more than $10 billion targeting children and youths though TV ads, coupons, contests, public relations promotions, and packaging.
- 80% of TV commercials are for fast food, candy, cereal and toys.
- Ask them who they think created the ad and why they're sending the messages they are. Who makes money from the ads?
- What tricks do your kids think were used by the advertiser to make them want to buy the products being promoted? Does the ad use a favorite celebrity? Does it have some feelings associated with the product -- like happiness?
- What isn't the ad telling them? Calorie count missing? Alcohol illegal for people under age 21? The featured video game costs a mint? Your kids don't want to feel suckered any more than you do.
Ad-proofing your kids means that they'll have more freedom of choice about which messages they choose to listen to -- and which they don't.
Common Sense Media is a nonprofit organization dedicated to providing information to help parents make media and entertainment choices for their families.
Member Comments On...
Ad-Proofing Your Kids
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I wonder if most children know when they are seeing ads vs. programming. I think the first step is helping children identify the difference. Ads, product placement...etc. Yes, Mc Donalds, I hear "I'm loving it." everytime we drive by. Truth is, my kids don't. We talk about why Happy Meals have toys too. It is important for kids to learn to be informed consumers. It starts with identifying when and how you are being marketed to. I hate to love shopping in a store because I like the music. I know I am the targeted demographic, finding it a pleasing enviornment, I am more apt to spend more time there, waiting for a song to finish, staying to hear what comes over the speakers next.
One new thing I do love, seeing Micky Mouse and friends in the produce section of the supermarket. I choose not to think about how it is marketing Mickey and Friends and how it is selling fruits and veggies to families. :)
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My four-year-old knows all the McDonald's commercials. she also knows how much I like coffee...so every time we drive by McDonald's, she asks me, "Mommy, do you want to stop at McDonalds? They have Seattle's Best Coffee!" (Seattle's Best Coffee is a local brand served here.)
