My daughter loves Elmo. When I indulge Savannah's "Sesame Street" fascination, I'm reminded that advertisers are vying for the heart of my child. I understand that when an advertiser's name is cited before "is a proud sponsor of," it means that a particular company wants to influence my child's thoughts. But my daughter and other young children likely do not recognize advertising for what it is.
The bad news: Their unawareness, combined with the connection they feel with TV characters, leaves them vulnerable. The good news: It's easy to teach them to recognize even the subtlest of ads.
When "X is a proud sponsor" introduces a show, draw attention to it. Introduce the concept that this company isn't friends with Elmo. Train your kids to respond, "And X wants our money." With time, kids will start to understand the goal of advertising.
While watching public networks, as well as channels that include actual commercials, you can show how pervasive advertising is by starting a media jar. Each time your children can identify an advertisement, give them a penny or nickel to add to the jar. When it's full, allow your children to treat the family to ice cream or a DVD rental. As the change accumulates, your kids will realize how often advertisers try to get their money.
This article first appeared in the July/August, 2010 issue of Thriving Family magazine. Copyright © 2010 by Ashleigh Slater. Used by permission. ThrivingFamily.com.