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tle ones are attracted to the bright
colors and happy faces accompany–
ing toys on a screen, however un–
suitable or unaffordable.
Why are cartoons shown on Sat–
urday mornings? Because they re–
sult in the biggest profits for the
broadcasters. Saturday morning is
prime time for children's program–
ming. They are the only market
that can be attracted to the TV
screen at that time.
To be fair, advertising that is
informative, imaginative, tasteful
and appealing can be helpful. But
advertising that manipulates the
vulnerable minds of young children
to accept shallow values is wrong!
Children are reached in ways
other than TV. Count the number
of advertising pages in a typical
comic book. Or read what 's on the
sirles of cereal boxes and on choco–
late bar and candy wrappers.
Why Bad Advertising ls Bad
• It teaches false values. By empha–
sizing a life based on "getting
things" through instant gratifica-
DO
e
d on,
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o
an erosion of the true values of
outgoing effort and concern, disci–
pline and responsibility.
• It
blinds the mind. When we
accept the routine use of illogic we
allow a powerful, false, educating
force to undermine what everyone
needs for rational, critica! and com–
monsense thinking processes.
• lt
encourages selfishness. This
fostering of desire for "things" en–
courages people to
want
more-in–
stead of trying to
be
more the way
decent people should be.
• It
corrupts personal relation–
ships. The sexual exploitation of
women in advertising is contribut–
ing to the growing failure of true
man-woman relationships. To show
that "!ove" is dependent upon
sorne gadget (deodorant spray,
soap or toothpaste) is misinforma–
tion and a sitpplification of life's
complex interpersonal altitudes.
What You Can Do
1) Talk to your children about ad–
vertising methods. Explain what
the advertiser is doing in bis mes–
sage. Demonstrate the effect of
background music by turning off
the volume completely. Show how
special lighting and close-up shots
exaggerate size. That's why sorne
toys aren't as shiny or as big once
you see them.
2) Explain marketing psy–
chology. Why does an
attractive swim–
suit-clad girl
lean on a car to
sell it? Why
put a handsome jean-wearing cow–
boy behind the wheel of a sporty
four-wheel drive? How come ac–
tors make out the food they taste is
so
delicious? Illustrate how every–
one appreciates physical attractive–
ness, fun, friendship and excite–
ment, and that advertisers use
these natural desires to sell their
products. Clarify that these desires
are natural, but the belief that buy–
ing the products will somehow also
satisfy such desires is wrong.
3) Show the real meaning of
words. Children are prone to liter–
ally believe what they see, that a
certain brand is the "best, "
"fastest," the "sweetest." Help
them see through these claims. Be
sure they understand the dis–
claimers in small print about,
"sorne assembly required," "bat–
teries not included," "parts sold
separately." And vague or evasive
words that are next to meaningless
like "helps" prevent tootb decay,
"part" of a nutritional breakfast,
chocolate "flavored" ice cream.
Children need to know that these
words used in advertising sorne–
times only tell part of the truth,
and often induce one to draw
wrong conclusions.
4) Think out loud about com–
mercials with which you disagree.
Explain why.. Since older children
can resent being "preached" at,
thinking out loud can get your
point across without specifically
addressing anyone in particular.
And don't be afraid to repeat your
message often. After al!, how many
TV commercials are only sbown
once?
5) Teach sources of unbiased in–
formation. Sorne advertising is
very informative. Teach children
how to recognize useful advertis-
ing. Show children the value of
checking out consumer
magazines, survey reports and
special product reviews. You
can also obtain useful product
information from the experi–
ences of friends.
6) Be firm against advertising
pressures when you take your
children shopping. Don't feel
bad about saying no
before
you
go shopping. Know what is in
the best interests of your children
and your budget. You don't have
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