September 20, 2005 11:25 AM
Consumer Proof your teens
Someone’s out to get your kids – and they mean business. A special PBS Frontline report named them “The Merchants of Cool” in their in-depth look at the aggressive marketing used to control how American teens spend their money.
At 33 million strong, today’s generation of American teens represents the “hottest” consumer demographic ever, with far more spending power than their Boomer parents had – last year topping $100 billion.
If you missed “The Merchants of Cool,” you can catch the complete 53-minute show here, along with a host of other chilling insights into how the media and big corporations target our teens by encouraging and selling to the weakest parts of their character.
Okay, so what’s a parent – who needs more than a slingshot to battle the giants – to do?
You can counter the pressure of consumerism by helping your teens understand how susceptible we all are to advertising. Take product placement, for instance (type those two words in google and you’ll find a heap of information). Product placement took off in 1982 when the movie E.T. portrayed the irresistible little alien following a trail of Reese’s Pieces. Sales for the candy shot up immediately.
Now it’s a rare film that doesn’t add cash to its coffers with product placement contracts for everything from Huggies diapers to Starbucks coffee to DeLorean dream cars. Rates are structured depending on how the product appears. A can of Coke sitting on a table might cost the Coca Cola Company a certain amount, but if Tom Cruise picks it up and opens it, it costs a whole lot more. And if he actually brings it to his lips – well, you can imagine!
The more our kids know about the inner workings of the advertising world, the less susceptible they will be to such subliminal manipulation.
Here’s a family discussion starter:
When it comes to TV: What is the product being sold? Who is the customer?
Your teen probably thinks as she watches TV that she’s the customer, and that the ads she watches display the products being sold.
Not so! For television networks, the customers they serve are the advertisers. The product being sold is the viewer.
That’s why the cost for a commercial can vary from $19 for a 30 second daytime spot on a local cable channel to $2,000,000. for the same amount of time during the Super Bowl, which attracts the largest television audience every year. The price paid by customer/advertiser is based on the number of viewers during that time slot – the same way we buy meat by the pound.
Encourage your kids to look at commercials with a critical eye, identifying what factors underlie the message: guilt, greed, manipulation, fear, flattery, status-seeking
And one final thought: Teens cannot learn to control their impulses for more, more, more if we say yes, yes, yes. Even if you have the money –or borrowing power – to buy your child everything he wants, it’s really not the loving thing to do.
Posted in Teens and Tweens | Permalink
Comments
It starts so young! my 8yo eagerly grabbed her American Girl catalog from the mail pile and before she was into it halfway began wailing... "I want it ALL! and I can't have it ALL!" then being a bit on the dramatic side lowered her head to the desk, moaning "oh why, oh why must I be content!" In the same pile were catalogs from Pottery Barn, Williams-Sonoma, etc etc... hmmmmmmm. Maybe need to get off a few mailing lists here.
Posted by: floorplan | September 20, 2005 12:29 PM
Good post. (Frontline has some intersting stuff.)
Hubby & the kids play "The Marketing Game" where they try to make each other want to buy things by describing them. It evovled from a discussion about what commercials do.
Our pastor often reminds us that an advertiser's job is to separate us from our money.
Posted by: Lexie | September 21, 2005 2:35 AM
A day later...Nah. I'm staying on my catalog mailing lists : ) I think it's good for my daughter to feel these things and great triggers for conversations about God and life. And I like looking at what other people have conceived and invented. Also, remembering a trick from a friend who also finds her head turned by the pretty things: She said "I imagine seeing it on a crowded yard sale table" THAT kind of sucks the shine right off!
Posted by: floorplan | September 21, 2005 9:27 AM
just watched some of the "Merchants of Cool". What an eye-opener, I'm emailing it to moms on my whole list.
Posted by: floorplan | September 21, 2005 1:48 PM
