Yesterday was a typical winter Sunday at our house, spent in our pajamas, with football on the TV and something yummy cooking in the kitchen. We took our Christmas decorations down and did some general house cleaning, before sharing a picnic lunch in the living room watching the first of two playoff games.
As is also typical, I ended up completely annoyed at the commercials my kids were exposed to as a result of watching professional sports on network television. I believe that sports, both watching and participating in them are healthy outlets for children, and offer lots of valuable lessons. Unfortunately, I am not quite as fond of the lessons they are learning during the commercial breaks.
When a Bud Light commercial came on for quite literally the 4th or 5th time, I groaned, which prompted my 6-year-old to ask what was wrong. I shared that while I liked the fact he enjoys watching sports, I don’t enjoy the messages the advertising companies are trying to convince him of during the commercials. He said, “Like that Bud Light is really good?”
I was floored. For those of you who think your kids aren’t paying attention or that advertising companies aren’t reaching children, think again. He knew exactly the sort of message he was supposed to be receiving. I’m sure it won’t be too long (if it hasn’t happened already) that he picks up on the way women are portrayed in those same ads.
With substance abuse issues firmly planted historically on both sides of his family, they are messages that I plan on counteracting.
Here are some tips that can help you do the same:
· Make your stance and feelings very clear from a young age. We always make it a point to reiterate that the legal drinking age is 21 and that we will not condone underage drinking. More importantly, we let him know that just because he turns the magic age it doesn’t mean he has to drink. Drinking is an option, not a requirement, regardless of what advertising portrays.
· Initiate direct conversation about the images that are being broadcast on your television. We ask him what he thinks about what he sees, what he thinks it means and how it makes him feel.
· Monitor television viewing. The issues that come up on Hannah Montana may be different, but they still can have a negative impact. In our house, we had several candid conversations about a newly acquired, but not appreciated fresh attitude after Luke started watching The Suite Life and Wizards of Waverly Place.
· Discuss the purpose of advertising, and how it isn’t always truthful. You can easily do this by comparing ads for competing companies (e.g.; every car company can’t really have the lowest price). You can also discuss the distorted reality in commercials (e.g.; only beautiful people in bathing suits on beaches drink beer).
· Use honesty. When the right time comes, our children will know that there have been problems with alcohol on both sides of our family, which means they have to be more cautious than most young people about experimenting. We will also be honest with them about our own experiences and mistakes.
