My son has never eaten at McDonald's. But he always wants to go there. He's been asking since he turned 3 or 4, long before he even knew what kind of food they served there.
Now I know it's because University of Wisconsin and University of Michigan researchers found that young children ages 3-5 experience some of the same marketing pressures as young adults and truly do understand the power of branding and advertising, as reported by PRWeb.
I don't let my kids watch paid TV for this very reason. I don't want consumerism to gobble them up any sooner than it has to. But my mom-tuition was right. All it takes is one catchy, clever commercial to make an impression on a young toddler.
What's unusual about this study is that experts used to think that children were immune to marketing messages and brand until grade school or so. This confirms that we need to pay better attention to what we ourselves are watching on the tube when we think our kids aren't paying attention.
I've been known to flick on The Food Network with my kids in the room from time to time. Way more shilling than cooking going on on that channel. My husband occasionally watches sports, so it makes sense that my son knew the difference between a Toyota Prius and a Corolla before he started preschool.
If this study tells us anything, it's that we should not assume that just because our toddlers appear uninterested in the content of the show that's currently on, that what's on in between won't interest them.
It also tells me that if I myself acted more like a commercial, maybe dance around the kitchen with my mop or talk like a cartoon character as I ask my kids to pick up their toys or finish the chicken nuggets, they would actually listen to me the first time.
Do you watch television with your toddlers in the room?
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Comments 2
My 3yo watches TV without me. And, yeah, she notices the commercials and she asks for stuff she sees. Doesn't mean she is going to get it. In fact there's a 90% chance she won't get it. I did find out she wants a Barbie mermaid and the new movie coming out for her birthday (in April). She might get that or new furniture for her dollhouse. She also wants a DS and a bike. She's getting neither of thsoe from us.
My older kids also know (and learned at an early age) that they can want stuff they see on TV all they want but that doesn't mean they will get it. They don't beg for stuff they see on TV. They say, "I like this thing, could I get it for my birthday/Christmas?" And I say, "we'll see." And that's the end of it. I make a mental note and we go on with our lives.
Fortunately, my four year old doesn't have money. So it doesn't really matter if she wants a princess barbie or a Prius, she's not getting it.
Mostly she watches Nick Jr or Sprout, but I watch HGTV and Food Network while she's in the room too.