Last week there was a somewhat pointless article in the New York Times regarding childhood obesity rates and advertising aimed at children. I have to say that one of the perks of being an avid New York Times reader is that I get that lofty feeling that comes with pretending I’m a bit more of an intellectual than I really am. So, when I read articles that are pure common sense, not a bit enlightening and basically pointless I get a bit irritated. That being said, to summarize this article; advertising aimed at children is chock full of high fat, sugar laden junk food, and if we want to save children from a lifetime of obesity we must look toward changing our advertising techniques. To this I say, “Uhhh, yeah, but kids don’t have jobs.”
I will admit to watching the occasional Saturday morning cartoon (my current favorite is The Replacements), and the most striking thing that I’ve noticed is that advertising aimed at kids hasn’t changed all that much in the last 15 years since I was in that target audience. The toy and cereal commercials are the same exact format. I remember being a child and running to my room every time a toy commercial came on that featured a toy I actually owned so I could bring my toy back and show the television. (Now that I think about it, wow, that’s really kind of perverse.) But, the one thing I remember clearly was that I never, ever, ever had the cereals and junk food that they were advertising, and sure I wanted it, but considering my sincere lack of disposable income in elementary school, my mom was pretty much in charge of what I ate. I certainly begrudged her parenting choices when I would be eating raisin bran while the other kids ate lucky charms, but the point I’m making is that advertising can only be as effective as a parent will allow it to be.
I will say right now that I do not have children, nor do I have any upcoming plans geared toward procreation, so the trials and tribulations of parenthood are lost on me, and therefore you can take my opinion for what it’s worth. I happen to have been very lucky that my parents were extremely focused on creating good eating habits. I don’t think I’d even heard of a chicken finger or mozzarella stick until I was in high school. In one of my many previous lives I waited my share of tables and was always truly shocked at the foods that restaurants offer on children’s menus, everything is deep fried. How as a culture can we tell children that they are expected to eat foods high in sugar, fat and preservatives, and then expect them to grow into healthy adults who make informed food choices? So, back to advertising, it only works because there is a market for it. If the market says, we’re not going to let our children manipulate us into letting them eat sugar coated sugar, then other options will appear. “NO”, it’s a magical word, I heard it a lot growing up, most kids do, it may suck to say but at a time when childhood obesity rates have more than tripled in the last 30 years I think we owe it to ourselves to say “no” more often. How much can we blame on advertising when we fall for it?
I will admit to watching the occasional Saturday morning cartoon (my current favorite is The Replacements), and the most striking thing that I’ve noticed is that advertising aimed at kids hasn’t changed all that much in the last 15 years since I was in that target audience. The toy and cereal commercials are the same exact format. I remember being a child and running to my room every time a toy commercial came on that featured a toy I actually owned so I could bring my toy back and show the television. (Now that I think about it, wow, that’s really kind of perverse.) But, the one thing I remember clearly was that I never, ever, ever had the cereals and junk food that they were advertising, and sure I wanted it, but considering my sincere lack of disposable income in elementary school, my mom was pretty much in charge of what I ate. I certainly begrudged her parenting choices when I would be eating raisin bran while the other kids ate lucky charms, but the point I’m making is that advertising can only be as effective as a parent will allow it to be.
I will say right now that I do not have children, nor do I have any upcoming plans geared toward procreation, so the trials and tribulations of parenthood are lost on me, and therefore you can take my opinion for what it’s worth. I happen to have been very lucky that my parents were extremely focused on creating good eating habits. I don’t think I’d even heard of a chicken finger or mozzarella stick until I was in high school. In one of my many previous lives I waited my share of tables and was always truly shocked at the foods that restaurants offer on children’s menus, everything is deep fried. How as a culture can we tell children that they are expected to eat foods high in sugar, fat and preservatives, and then expect them to grow into healthy adults who make informed food choices? So, back to advertising, it only works because there is a market for it. If the market says, we’re not going to let our children manipulate us into letting them eat sugar coated sugar, then other options will appear. “NO”, it’s a magical word, I heard it a lot growing up, most kids do, it may suck to say but at a time when childhood obesity rates have more than tripled in the last 30 years I think we owe it to ourselves to say “no” more often. How much can we blame on advertising when we fall for it?
5 comments:
I totally agree with you. There were many things (food, toys, vacations, you name it) I asked for my parents for as a child and they said no. Sometimes it was for my own good, sometimes it was because they couldn't afford it, and sometimes it was because it isn't good to give your child everything they ask for. Parents ultimately have the control over what their children eat, at least in their own home. No one makes them cave to their children's demands.
Wow! Fantastic commentary! I don't have kids of my own, either, but I do have a niece and a nephew and I have to say you sure hit the nail on the head! I really related to your blog and I can't wait to continue reading more! Thanks!
My daughters are grown, and one has her own kids now. Hmm, come to think of it, two of them are grown now, too. I must be really old.
Anyway, my kids got to eat sugar cereal on Saturday mornings while they watched cartoons and advertisements aimed at kids. Every other day of the week, they ate healthier food for breakfast. Not only did it keep them healthy, but it gave them one more reason to TGIF. It also taught them that sweets are a treat, and not to be eaten as a regular diet. My grandkids grew up with limited sugar and junk food, too, with McDonalds and the like being totally against the rules for the past 10 years. I assume that has something to do with how I fed their mom as a kid, but mostly, I think she's just a smart lady and has done a great job of researching and understanding what is good to eat and what isn't.
I enjoyed your article, and will be back for more. No calories in your writing, right?
Great article and you sure hit the nail on the head. It is the parents job to make sure their children eat a healthy breakfast, as well as their other meals. I have two daughters and while I didn't make them eat a hot breakfast, I made sure the cereal they ate wasn't sugar based. A little fruit makes the most bland cereal taste better. As adults they still eat pretty healthy meals most of the time.
I look forward to reading more of your articles.
My children are now 21 and 19. The 21-year old now is paying a LOT more attention to what he eats. My 19-year-old daughter still enjoys sugarary things, but salads and such also.
These are kids that were vegan until the ages of 7 and 5. (I vividly recall my son coming home from my parents' home one night declaring that he had eaten a "real" meatball, not one made from textured vegetable proteion. lol)
But when they were very young, I borrowed the "sugar bombs" line from Calvin & Hobbs. They could help me shop for food, but they were only permitted to select one box of sugar bombs for breakfast. The other cereals we picked were healthy fare.
Keep up the good work with the blog!
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