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Media Wise Kids: How to teach about
advertising
by Brenda Nixon
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 "The More Your Buy - the More You Save!"
declared the announcer.
"That's ridiculous," I countered.
"Why?"
asked Lynsey.
"Because it's illogical. You don't save money when you
spend it."
"But if it's on sale, you do!"
"Not necessarily. If
it's on sale and you don't need it then it's no savings."
Children are
vulnerable to media advertising. They believe the fast-talking commercials.
They soak up exciting promotions to get the latest toys, costly fast foods, see
the hottest movie, wear the best clothes, and go to entertainment centers.
Advertisers know that Americans now have more disposable income than ever
before, even in light of the September 11th events. They also know that one way
to get to that hard-earned money is to lure the child who in turn nags his
parents to buy, buy, and buy. To the delight of marketing professionals, many
parents can't distinguish between wants and needs, nor have the ability to say
a firm "no" to their child.
How do parents contradict what their child
believes? Here are three ways to teach young consumers critical thinking when
advertising attacks.
First, view TV programming together. Ask
your child what he thinks the ad really wants him to do? Through discussion
help your child to know that most advertising uses attractive models or
spokespersons to make the product more desirable. Point out the deliberate
volume increase on TV commercials. Remind him that some advertising is subtle
in its approach. It tries to sell the benefits of the product. For example,
beverage commercials show how its product will quench your rampant thirst. Of
course, water does the same thing but kids are led to believe it has to be the
soda pop or flavored waters. When entertainment centers advertise, they sell
the laughter, fun, and memories of going there. It's not wrong to want these
things but point out to your children that there are many other ways in
addition to what the commercial says. Families can laugh and enjoy themselves
playing in the neighborhood park - for free!
Second, analyze the
situation. Is it a want or a need? A significant question to ask is, "Did you
want it before you saw the commercial?" The urge to buy just when you see the
commercial may be a clue that you don't really need it.
For a year, we
opened our home to a young girl to live with us. During that time, she
repeatedly bowed to advertiser schemes. My recurring question was, "Liz, do you
need it or just want it?" Of course my own children had heard that for many
years. Sometimes it helps to put it on paper. Draw a vertical line down the
center of a sheet of paper. On the left side write "needs" and on the right
side of the line put "wants." You can stick this on the bedroom mirror or
refrigerator. Then when your child sees an ad and comes running to you to buy
the product, tell him to write the name under the column it belongs. Children
need help understanding that most of their basic needs are already provided by
parents. Much of what they yearn for is a "want" stirred up by exciting
publicity. Analyze the price versus quality. My girls habitually believe that
the name on the garment indicates its quality. Not so. I explain to them that
frequently - pricey clothes are that way because of huge advertising cost
behind them. Indeed, if my girls are dead set on wearing name brand, we go to
thrift shops first and look for those labels. When I go grocery shopping, I'm
willing to buy store or no-name brands. Sometimes these perform and sometimes
they're disappointing. Then I share this with the family as an education of
comparing quality.
Third, wait 2 weeks. If you think you must
have something think about it. I have two daughters. One is a spender and one
is a keeper. The spender cannot keep a nickel in her pocket while the keeper
holds out leading you to think she's broke. All the while, she has a gold mine
in her pocket. With both girls, I've reminded them when seeing a commercial, if
they think they want it - wait. "Think about it" I urge. If, in two weeks, you
still remember the item and feel it's a beneficial buy then go get it. Many
times one or the other of them has said, "After a while, I didn't even think I
wanted it anymore." Waiting can reduce the regret and cost of unwanted
merchandise.
 Helping your children draw
conclusions about the use and value of their money is an important part of
parenting. Media wise kids who exercise critical thinking skills can be shrewd
consumers in stretching their dollars.
© Brenda
Nixon
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