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Children & Commercialism |
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You are watching TV with your children and they see a commercial for the latest toy that features their favorite character. They will more than likely become excited and say:
"I want that!" Research shows that this is how product makers want kids to react.
According to a national survey commissioned by the Center for a New American Dream, children aged 12 to 17 will ask their parents for products they have seen advertised an
average of nine times until the parents finally relent.
Watching television commercials may seem like a harmless activity for children. However, companies use commercial spots and other advertising methods to promote new products to
young consumers.
The Institute of Medicine reports that advertisers spent more than $10 billion targeting youth through TV ads, coupons, contests, and packaging designed for children. Exposure
to an abundance of advertising can make parent and child shopping trips stressful experiences and may affect the future spending habits of children. Below are some tips to help
children make smart choices in a consumer culture.
Limit TV time. According to CommonSense Media, a non-profit organization dedicated to improving media directed towards children, the average American child views 40,000
commercials each year on broadcast TV. That amounts to approximately 100 commercials per day! If you are watching TV with your children and they insist that they want a toy
or product shown in a commercial, consider having a conversation with them. Tell them that you wonder if the product is really as wonderful as the commercial claims. You may
also want to ask them if they currently have a toy that did not live up to its expectations or was not as fabulous as the commercial implied. This type of dialogue may help
children make better purchasing decisions. If you are interested in how the amount of television and other electronic media exposure affects children, you may want to visit
the web site for the Center for Screen-Time Awareness at www.screentime.org.
Make shopping trips a financial lesson. The effect of television commercials can surface when you take your children shopping. This gives young kids an opportunity to see all
of the toys and products advertised in commercials. You are bound to hear pleas and whines begging you to buy them stuff. Consider having your kids start a master list of things
they want. If they demand that you buy something for them in a store, tell them they cannot have it now. If it is really important to them, they can add it to the list. When
birthdays and holidays come around, tell children they can pick a certain number of items from their master list.
Resist the urge to overindulge. As the holiday season approaches, advertisers are gearing up by airing many commercials for items that children may request on their holiday lists.
There is nothing wrong with making a child smile for a special occasion, but catering to every one of their wishes may not always be a wise choice. Oftentimes, children that are
showered with gifts from relatives on birthdays and various holidays become so overwhelmed that they may lose appreciation for the items. If grandparents, aunts, and uncles
insist on splurging, suggest one or two toys along with savings bonds so children can learn the importance of saving for the future.
Be aware of how toys and games represent money. Certain toys and games on the market may give children misconceptions about money. Pay close attention to games that simulate a
shopping experience or include play credit cards or money. These products may claim that they teach children financial responsibility, but in actuality, they may be promoting
consumerism. Whether it's playing games, cooking, reading together, or just sharing space with the TV off, remember that the best thing you can give your kids is you.
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