Help Parents Take Action - Healthy Choices at Home

Get Media Savvy

Advertising Strategies
Advertising's Negative Effects
What Parents Can Do

What Advertisers Know (and Exploit)
Kids receive thousands of media messages every day. In fact, advertising is so much a part of our world that children (and adults) seldom notice its influence.

Companies spend huge amounts of money on messages that target children. They know that kids:

• Have money to spend.
• Influence their parents' shopping decision. (Marketers call this kidfluence.*)
• Grow up to be adult consumers.

*Sutherland, A. & Thompson, B. Kidfluence: Why Kids Mean Business. 2001. McGraw-Hill Ryerson Ltd.

Advertising Strategies

• The "Nag" Factor"
  Advertisers know that if kids ask again and again, parents will buy.
• Brand Loyalty
  Companies market their images and logos to children in the hopes that children will grow to be loyal customers as adults.
• Child Psychology
  Child psychology helps marketers understand what influences kids. Online surveys provide marketing information directly from kids.
• Cool Internet Sites
  Advertising is hidden in interactive games, contests and free promotions. Kids are encouraged to bring their friends online to play, which gives companies free advertising.
• "Buzz" Marketing
  "Cool" kids are hired to wear or use a product so that other kids will want to buy it. Kids are also hired to "talk up" products in blogs and online chat rooms.
• In-School Promotions
  Companies sponsor educational materials; supply technology; set up exclusive deals for snacks or drinks and sponsor contests and school events.

Adapted from www.media-awareness.ca

Advertising's Negative Effects

Advertisers negatively affect kids' health and learning by:

• Increasing body image dissatisfaction with the emphasis on thin, muscular and "perfect."
• Making less nutritious food choices more desirable.
  • More than 90% of the 10,000 or more food commercials kids see on TV every year feature pop, fast food, candy and sugary breakfast cereals.*
  • Only 4% of commercials are for healthier food options.**
  • Online games are increasingly being used to advertise cookies, candy, cereal, chips and pop. The food item may be a part of the actual game or featured in a contest.
• Making kids more sedentary.
  • Screen time (time spent watching television, on the computer or playing video games) reduces family time and time spent reading, playing with friends, developing hobbies and playing sports.

*Graydon, S. Made You Look: How Advertising Works and Why You Should Know. 2003. Richmond Hill, Ontario: Firefly Books Ltd.

**www.media-awareness.ca

What Parents Can Do

1. Visit the Media Awareness Network for ideas on:
   • Managing TV and other media in your home.
   • Talking to your kids about advertising techniques.
   • Teaching your kids to be safe and responsible online.
   • Speaking up and voicing your opinions about advertising.
2. Read these two books by Shari Graydon with your children:
   • Made You Look: How Advertising Works and Why You Should Know
   • In Your Face: The Culture of Beauty and You
3. Suggest that your school council arrange a parent workshop on media awareness, or see if information could be provided in school newsletters.