ok parent mag 2011_12.pdf - Kelowna Child Care Society
ok parent mag 2011_12.pdf - Kelowna Child Care Society
ok parent mag 2011_12.pdf - Kelowna Child Care Society
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<strong>Kelowna</strong> <strong>Child</strong> <strong>Care</strong> <strong>Society</strong> • <strong>2011</strong>/12 _14th ANNUAL EDITION<br />
Marketing and <strong>Child</strong>ren<br />
by Amanda Turner<br />
I want __! I need __! I’ll die without __!<br />
Canadian children aged 9-14, also known as<br />
‘tweens’, spend more than $3 billion of their<br />
own money each year and influence an<br />
additional $20 billion of household purchases.<br />
No wonder marketing to children<br />
has increased exponentially in<br />
recent years.<br />
Marketers work to sell the belief<br />
to kids that if they buy their jeans or cell phone they will be<br />
more popular, good lo<strong>ok</strong>ing, and happier. They want your kids<br />
to feel like they are not good enough. But, they will be good<br />
enough once they have THIS product.<br />
Adults can help children resist the pressures to conform and<br />
explain that feeling good comes with valuing<br />
themselves and being true to their own values<br />
and interests. Luckily, children learn more<br />
from their <strong>parent</strong>s than they do from ads.<br />
Which means it’s important for <strong>parent</strong>s and<br />
caregivers to be aware of their own wants and<br />
show that material possessions and “what’s on<br />
the outside” isn’t where the value lies.<br />
Some good ways to battle the “want<br />
monsters”:<br />
Talk to them about ads. What do they like<br />
about them? How do ads make them feel?<br />
Why do they want to buy that product? How<br />
will their lives be different if they have that<br />
product? Telling them that their choices are<br />
being manipulated and that they are following<br />
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