Keeping the Mouse at Bay
August 09, 2010, By Craig J. Heimbuch 9 comments
As parents, we're all probably used to it - our kids are exposed to advertising and branding every day. The Mickey Mouse backpack, the Ben 10 Alien Force watch, the Hannah Montana, well, just about everything. We have almost become immune to it, that is until you overhear something that sends a shiver down your spine, a sentiment coming from the mouth of your adorable child that makes you think, 'Oh crap, someone else has control of my kid's brain.'
For me that was this weekend, when my six year-old and three year-old were fighting in that way that brother's do.
"I'm Buzz!" proclaimed the older.
"No, I'm Buzz!" demanded the younger.
"No, Dylan, I am."
Dylan, the younger, here starts to cry a gut-wrenching, soul-tearing cry.
"Jack," I say, "why don't you let Dylan be Buzz and you be someone else."
"Okay," said Jack - my cheery agreeable child- "I'm gonna be Ben 10."
Did you catch it? A little tricky I know, especially since the words that set me ashiver were not those of my sons, but me. Could I really have just mediated a fight over which one got 'to be' Buzz Lightyear by recommending my other son pretend to be another branded character? Shocking, I tell you, absolutely freaking shocking.
According to a study published in PEDIATRICS - the journal of the American Academy of Pediatrics, children are exposed to more than 40,000 advertisements a year. Forgive me because I was an English major and am not very good at math, but according to my calculation, that's about 110 a day. The result, according to the study, is that children are - and I'm quoting here - "ognitively and psychologically defenseless against advertising. They do not understand the notion of intent to sell and frequently accept advertising claims at face value. In fact, in the late 1970s, the Federal Trade Commission (FTC) held hearings, reviewed the existing research, and came to the conclusion that it was unfair and deceptive to advertise to children younger than 6 years. What kept the FTC from banning such ads was that it was thought to be impractical to implement such a ban."
Wow, no wonder our fridge is full of Backyardigans yogurt and Dora the Explorer popsicles. With that much advertising combined with the lack of willingness for a tired parent to withstand a full-blown temper tantrum in the store aisle, it is no wonder kids products are such a boom to marketers and manufacturers.
Six years ago, before Jack was born, this would not have bothered me a bit. After all, I was the child of the advertising and media age and I turned out just fine - thanks to delicious McDonald's french fries and a full compliment of GI Joe action figures. Or did I? I'm not so sure. But after this weekend's disagreement and resolution, I have decided it is time for me to put my foot down and establish some sort of rules. I'm not naive - Evian spelled backward - enough to think I am going to be able to protect my kids from the influence of advertising and branding completely, but I do think it's time I try to do my best to limit at least a little of it while they are still young.
Now, make no mistake, I am not saying advertising is inately evil. In fact, I think some of it is really good. And I am employed by Barefoot Proximity, which is an advertising agency. But I can't help but think that maybe the pendulum swinging between the brand-washed kid of tomorrow and the nearly Amish kid of my dad's generation has swung a bit far. Part of this has to do with access- it's way easier to be exposed than ever before. Part of it has to do with suburbanization - while my dad spent his free time in the woods or on the farm in Iowa, my kid's lives are more regimented; little league, organized activities. In between there is time with friends and TV.
We don't let our kids watch a ton, but there are days when they watch more than others. It just so happens that they only need to see an ad once before they start begging and, eventually, they argue over who gets to be Buzz Lightyear. So here it is, my plan, my code to help wrest my children's minds from Madison Avenue and put it back where it belongs - into my hands where I can form them like human Silly Puddy.
1. LIMIT TV- This one may seem a bit obvious, but maybe obvious is the best place to start. And you might think that means setting a daily quota, but why not get your kids learning about credit? Set a weekly limit - 8 hours say - so they have to choose between watching a 1/2 show in the morning with their breakfast or a Sunday night movie. Keep track on a fridge-mounted ledger.
2. CRACK THE BOOKS - And no books about television or movie characters. They never, to my knowledge, made a movie about the characters in "Where the Sidewalk Ends." Create a required amount of time appropriate to their age. Maybe it's 2 times their age in minutes. So, if you have a 6 year-old, he reads for 12 minutes a day. By the time, he is 15, that's a half-hour every day above school work. Reading gets kids to use their imaginations and they may discover that they enjoy that way more than watching the boob tube. Who knows? If they read more than they are required, maybe they can add to their TV allowance. Win-Win. This also goes for writing letters. I have -and will more frequently- had my son write a letter once a week. To grandma, to his cousins, whomever. He once ever wrote a letter to the minor league hockey team in Cleveland to tell them what a good time he had at the game. They sent him some prizes. A good lesson.
3. THE INTERNET IS MINE- Kids need to know how to use a computer and there is a lot of great stuff they can learn, good games to play and other worthwhile things they can do. But I am going to choose what they can and while do. Only sites I approve will be allowed and only under my supervision. The clock should be ticking here too.
4. BRANDED TOYS ARE FINE, BRANDED FOOD, NO- We've got to do something about this. Why should I replace all my cereal just because my son goes from liking Batman to Ben 10? If they want branded toys, that's fine with me. Healthy, even. But I am drawing the line at the grocery list. And shoes. You will wear New Balance, not Buzz Lightyear Fliers. Caving to every one of our kids' branded whims only makes the problem worse. We have to learn there is a time and a place.
5. A LIMIT ON GAMING- My sons and soon-to-be daughter may be the only kids without three gaming systems in the house, but I'm fine with that. I don't want my kid to be able to whoop me at Wii bowling and not be able to read his own name. And don't give me that crap about how video games are good for hand-eye coordination. So is baseball, so it tennis, so is writing. So until you can write your Christmas list in cursive, I have to say no. Sorry, but no.
These rules may not stem the tide of brand-washing in our house, but they are a start. And if nothing else, they give me the sense of at least trying to have some control over them.
That is, until they go to college and the beer companies get their hooks in them.
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