Children are being actively targeted by the advertising industry. Advertising and marketing to children is big business! Advertisers and marketing companies are becoming more and more aggressive, cunning and increasingly more sophisticated in their marketing campaigns directed to children. Annual conferences are run for marketers to share the best techniques to sell their products to children and companies are actually doing research on how they can “teach” children to nag their parents for a product.

Pester or Nag power often works …… and produce significant conflict between parent and child.

The amount of advertising on some channels during designated children’s viewing times can be as high as 15 minutes per hour. Advertising exists not only as the stand-alone advertisements which are easily recognised but also as programs specifically made for children (especially cartoons) that have associated merchandise, and as descriptions of prizes for competitions which are incorporated into a program.

Research shows that young children are particularly vulnerable to advertising as they are unable to distinguish the advertisements from the programs. Whilst most children six to seven years of age understand the selling function of advertisements, and most eight year olds understand their persuasive intent, they are unlikely to critically evaluate the advertisement and identify techniques that are misleading about the product’s worth/performance. They do not understand that the seller will engage in trickery, or exaggeration in order to sell.

Although advertising cannot be avoided, parents need to minimise their children’s exposure to advertising and reduce the chances of their children being exploited by advertising.

Steps parents can take include:

·  minimising young children’s (under the age of eight ) exposure to commercial media. The ABC has some programs with associated merchandise but no straight advertisement while although Pay TV also carries advertising directed to children it is at a lower level of minutes per hour

·  borrowing from the library or build a selection of videos that don’t promote a line of toys

·  showing children the real toy when you’re out shopping and point out differences between the TV ad and the real thing.

·  Talking with older children about the tricks/techniques used in advertising, and show them the benefits of other less advertised foods etc.

·  not giving TV or movie related toys as presents; but choose age specific toys that meet children’s real play needs

·  not buying foods advertised on TV

·  avoiding exposure programs that are toy/product linked

Advertisements also often play on children’s insecurities and need for acceptance by their peers making them feel unhappy with their lives and suggest that purchase of the product will make them feel better, and happier. Parents can defend against this by ensuring their child has a solid sense of self-esteem and the continual message that “we like you as you are”.

Limiting early exposure to advertising and helping your child develop an awareness of advertising, the techniques used and the motivation of marketers, will make them less likely to succumb come to the powers of advertising and become a more discerning consumer.

Ref: Young Media Australia www.youngmedia.org.au

For a complete list of Regional Parenting Service articles go to the City of Greater Geelong website www.geelongaustralia.com.au/community/family/services/article/8cbc84b53070368.aspx