Collect them all! (or not)
Categories: Kids 5-7, Teens & tweens, Media, Gadgets & tech, That's entertainment
Did you know that the makers of children's' products routinely employ psychologists to help develop the most effective marketing strategies? Phrases like "collect them all," "sold separately," and "part of a complete set," have become routine.
Research shows that children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased. Advertising directed at children is estimated at over $15 billion annually – about 2.5 times more than what it was in 1992. Additionally, the average child watches more than 40,000 television commercials per year!
Anthropologist Jules Henry noted: "if advertising has invaded the judgment of children, it has also forced its way into the family, an insolent usurper of parental function, degrading parents to mere intermediaries between their children and the market."
How does a parent defend their children from this onslaught of marketing? Besides limiting the amount of time spent watching television, we talk to Ellie about just what is going on. At six, she is already savvy about marketing spin. Making her aware of it has enabled her to discern when she is being manipulated into wanting something she didn't even know existed. While she may still desire the latest hot toy, at least she is aware that, on some level, she is being sold.
How do you handle this with your kids? Do you have strategies for combating the sales pitches our kids are inundated with on a daily basis?
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Reader Comments (Page 1 of 1)
SKL 2-19-2007 @ 11:30AM
Why would you not choose to buy these things yourself? Share that logic with your child. Kids are impressionable but their parents are still their biggest influencers.
And, it's the parents who ultimately decide on a purchase. It's still not illegal (yet) to say "no" to your kid. If that causes disappointment, suck it up, or plan on many more unpleasant, counterproductive "negotiations" with your kid.
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tulip 2-19-2007 @ 5:39PM
We talk about what commercials are with our daughter. Having a Tivo & not letting her watch them mostly means that she doesn't see very many but when she does see them we talk about buying things and what the commercials are selling. She actually says "commercials aren't for little girls". hee!
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Ann Adams 2-19-2007 @ 8:30PM
The girls watch t.v., complete with commercials. They've learned over the years that they don't get everything they want and that they can't believe everything they see.
Now they pay very little attention to the commercials.
They've learned to shop by going with me and are comfortable with admiring but not demanding.
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Gary Petro 2-20-2007 @ 1:50PM
40,000 commercials a year? Boy, am I glad I have TiVo! That and the fact that we let the kids (oldest is 2) watch extrememly little TV. So far, we've escaped the clutches of Dora and Spongebob any other "officially liscenced" characters.
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