Articles by Karen Deerwester

Under the Influence: Advertising to Young Children

Every child has pestered a parent to buy something he saw on TV or something related to a character she remembers from a movie. Do all those individual requests add up to billions of parent spending dollars per year? The American Academy of Pediatrics Committee on Communications (2006) thinks it does and thinks children's exposure to advertising has more negative efforts than ever before. The America Psychological Association Task Force on Advertising and Children (2004) reports that children under eight years old cannot distinguish fact from fiction in advertising messages - they believe everything they hear. And organizations like the Motherhood Project and the Campaign for Commercial-Free Childhood have been lobbying Congress for more regulations to protect children from the excesses of marketing to children.

Just Say No(?)

It's hard enough saying "no" to your child when he's having a tantrum in the checkout line at the grocery store. How do you stand up to a media blitzkrieg promoting childhood consumerism? Surprisingly, "No" is a powerful response. It may feel like too-little-too-late work after the advertising seed takes root in your child's consciousness but "no" can be very effective when combined with thoughtful routines and choices. You can make good choices for your family and divert your child from empty promises.

Together is Better

The International Journal of Behavioral Development (2002) reported a positive correlation between children watching TV alone and a greater number of toy-requests. Young children need adults to help distinguish between a commercial and the actual program. Shared viewing with an adult also gives a child other ways to think about TV messages: "Is that how we do things in our family?" "What would happen if you did that in school?" Or, "Do all mommies (daddies) act like that?" Your presence creates a personal context for your child's understanding of what he sees and hears.

Teach Media Literacy

You teach your child everyday to decipher messages in books - what's in this picture; does it match the story; is that silly or serious? With a little awareness, you can teach your child to do the same in advertising "stories". What's behind a slogan? Does your child like the little girl in the commercial - does the TV-child always tell the truth? Would your child really like to own that toy or is it more fun to pretend? Talking about media, whether it's a TV commercial or beautiful pictures in a glossy toy catalogue, helps your child hold onto what he thinks, feels, and wants separate from others say he thinks, feels and wants.

Make Personal Choices

You and your child are prepared to make satisfying choices after you compare the media reality to your own. What seems worth the price? How much enjoyment will something bring? Is this good for your child and your family? There are lots of ways to redirect your child's temporary desires for everything from junk cereal to toys that break in a day. Resist the pressure to conform. Fill your child up with healthy habits: eating healthy foods, encouraging imaginative and creative play, and most importantly, spending time doing things your child truly enjoys instead of buying what everyone else does.

More important than saying "no", say "yes" to your child's interests, talents and strengths. You have many choices to make in the months ahead: Halloween costumes, holiday gifts, theme decorations for birthday parties. Make your purchasing choices a reflection of who your child "is" instead of "buying" someone else's reality. Your decision will have a positive long term effect on your child's health and happiness.

Karen Deerwester is the owner of Family Time Coaching & Consulting, writing and lecturing on parenting and early childhood topics since 1984. Karen is also the Mommy & Me director at The Ruth and Edward Taubman Early Childhood Center at B’nai Torah Congregation in Boca Raton.

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