Take a break
to talk about commercials
So many commercials.
How many times did you catch yourself or your kids saying that during the World Series? Between every inning, every pitching change and every other stop in the action, you were hit with a barrage of ads.
And the ads weren't even that clever. But there's one thing I really love about commercials: They make for great talking points with your kids about how to see through product hype and become smart consumers.
A few examples from the World Series:
That was the pitch from Taco Bell. But how many people will walk into the restaurant and just get a free taco? I'm sure Taco Bell is hoping you're likely to buy a soft drink and maybe another item or two. So much for “free.”
There was one ad — I honestly can't even remember the company, how effective is that? — where the announcer talked so fast about all the terms, conditions, clauses, disclaimers and expiration dates that you couldn't understand a word he was saying.
This was my topper. The Fox Sports' “commercial-free break” ran for more than two minutes and was “brought to you by T-Mobile.”
While the segment may have been “commercial-free” in a traditional sense, it was still an advertisement and a not-so-subtle one for the wireless company. The T-Mobile logo was clearly visible.
Advertisers call this sponsored content, and it's becoming more and more prevalent on the airwaves and online. Did you and the kids catch the drift of the T-Mobile pitch or any of the others?
If they didn't, don't worry. With the holidays coming up, followed by the Super Bowl and so on and so forth day in and day out, there will be plenty of learning opportunities.
Indeed, studies show that kids will be exposed to millions of commercial messages and marketing pitches on television, radio, the Internet and other social media, even game systems by the time they're teenagers.
But there's also research showing that simply talking to your kids about advertising can make a big difference in how they regard the pitch and how much they ask for and spend on products.
The next time you and your kids see LeBron James or another famous athlete pitching athletic gear, a cell phone, an energy drink or some other product, ask your kids why they think the player was chosen for the ad. Do they think the star is being paid to promote the product? Does he or she really use the product? Would seeing a star endorsing a product make that item more desireable in your kids' mind?
I also recommend sitting down with your kids on a Saturday morning in front of the TV to see what kind of commercials are being pitched their way. And before you spring for a must-have toy, take your kids to the store and have them check out the coveted item in its packaging, away from the TV ads and the marketing hype.
The Children's Advertising Review Unit, a joint effort of the advertising industry and the Council of Better Business Bureaus, has other tips and suggestions to help parents on issues such as marketing and online privacy issues relating to children.
Don't pass up an opportunity to help your kids navigate the financial waters — you might be able to do it during a two-minute commercial break.
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